Implementing and Measuring a Customer Centricity Framework
Kobie Marketing | June 14, 2010

Delivering Superior Customer Experiences Without a framework to create, continuously evolve, and ensure a unified customer experience, a company’s best intentions in marketing, loyalty programs, employee involvement, product development and customer service can actually have a negative impact. It has been estimated that poor customer experiences undermine these investments and costs companies up to $100-billion annually in lost purchases and defections to the competition.

The key to successfully managing a customer experience initiative is the deliberate development of a Customer Centric framework. Customer Centricity has been defined as “An approach to doing business in which a company focuses on creating a positive and consistent consumer experience at the point of sale, through the call center, online and via all communications, including mobile, email and print. A Customer Centric approach can add value to a company by differentiating themselves from competitors who do not offer the same experience.”

 A Customer Centric framework requires connectivity across every channel of the organization, allowing the consistent delivery of the most appropriate level of service, benefits, and customer care to each segment of the customer base. Each channel (website, in-store, call center, mobile and marketing communications) should have customer collaboration as its primary focal point. This involves establishing direct accountability for the customer experience, as well as responsibility for communicating the latest innovations, trends, data, and relevant industry news at constant and expanding levels. This consistent delivery of the experience from web to store and from call center to marketing communications is the basis for a winning customer experience strategy.

A positive customer experience also translates into greater customer loyalty. Forrester Research, in Customer Experience Boosts Revenue (June 22, 2009), has shown a high correlation between customer experience and three key elements of loyal behavior: willingness to buy more, reluctance to switch, and likelihood to recommend.

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