We are dwelling in the age of the customer. The concept of customer centric culture and its benefits have been discussed since the last five decades. Still many organisations are struggling to fully align themselves to the customer centric pattern. Customer centricity that is driven by a strong leadership commitment, organizational realignment, systems and process support, and revised financial metrics shows results. No business can run without customers. Be it creating new products or resolving issues, customers are at the centre of a business.
Customer centricity for an organisation is all about keeping the customer at the heart of the business and revolving around. It becomes achievable when every process starts and ends with customer satisfaction in mind. Customer centricity is not an isolated procedure but an ideology which governs the functioning of an organisation. It is a journey that an organisation undertakes in order to achieve this ideology. In the age of the customer, companies must transform their cultures from product-centric to customer-centric. In order to shift the paradigm, it requires all employees to understand who their customers are, how customers perceive their interactions with the company, and the roles employees play in delivering the overall experience.
Key points in establishing a customer centric organisation:
- Envision – To have a customer centric culture, an organisation must first envision the degree or extent of customer satisfaction that enthrals the customer and then try to work backwards to find what would ensure that happens. This would define the customer service culture and put into action the ideology of customer centricity.
- Communication – Effective communication programs for employees to understand the customer centric vision is a prerequisite. Frequent updates sharing initiatives with employees would reinforce customer focus and highlight the importance of customer experience for the organisation. As part of their customer-centric communication programs, companies should connect senior leaders with all employees and ensure that all corporate communications reinforce customer focus.
- Culture Orientation – Providing employees with training about the company’s culture, core values, fundamentals of customer experience and soft skills is mandatory to accomplish a customer-centric organisation. The training should highlight the importance of customer experience and connect it with role specific competencies.Frequent customer service trainings and refresher trainings can help employees maintain a steady customer centric focus.
- Employee Appreciation – Once customer service standards are defined, the organisation must empower employees to do what it takes to meet and exceed those standards. To support customer centricity, companies should collect and share customer success stories and recognise works of customer centric employees. Appreciating employees and treating them with the same respect and dignity as one would treat the customer – would ensure happy and satisfied employees and in turn satisfied customers.
Hence as PROLIM has grown as a company it was important to highlight the core values. At PROLIM, PLM advisory services, PLM Program Management, PLM Data Migration, behind every meeting and exceeding the expectation of the customer lays the core value of “delighting” the customer.