There are three types of companies when it comes to customer-centric culture: those who have a truly customer-centric culture, those that wish they did, and those that think they do. Which type is your company?
What does a customer-centric culture look like?
A customer-centric culture prioritizes the customer experience in all facets of business. Everything is about the consumer, from website and app UX to customer service to personalized marketing. Companies with this kind of culture are better at winning and keeping customers.
Take T-Mobile USA’s customer loyalty efforts, as highlighted by Forbes: rather than creating another rewards program, the mobile carrier asked customers for feedback about what they liked and hated. T-Mobile USA listened and fixed major problems, resulting in changes like the elimination of contracts for most subscribers.
A truly customer-centric culture analyzes everything from the customer’s point of view and works to improve this experience.
Wishing and hoping
Companies are quickly learning that analyzing the customer experience is key to retention, profitability and growth. Even the first step of mapping the customer journey has its own ROI, with Forrester arguing higher customer satisfaction leads to greater lifetime value, and higher adoption of digital interaction--think apps, which almost every business has now--leads to higher revenue and lower cost.
If you’re in the “wishing” boat, take heart. At least you’re aware that a customer-centric culture is needed. You’re likely aware of changes that need to be made and can focus on doing your best to drive your business toward a cultural shift for the better.
Thinking isn’t being
The worst type of company, by far, is the company that thinks its culture is customer-centric when it’s really not. Blind to the gaps in their own customer experience, this business can’t make necessary changes.
And this isn’t always what you think it is. Some companies may have made efforts to improve customer experience, with certain departments adopting a customer-centric view. But, if that adoption hasn’t permeated the entire culture, it’s not going to impact the customer experience.
If your company has figured out customers want a single sign-on, but they’re kept on hold for 25 minutes any time they have a question, or if your marketing is personalized but your billing system is archaic and difficult to use, you have some work to do.