You’ve heard the buzz about “customer centricity.” You may even subscribe to the philosophy. And yet you still may wonder exactly what it means and how to practice it.
ClearAction, a consultancy devoted to “customer experience optimization,” offers a worksheet that can help make the fuzzy concept actionable. As its chief strategist Lynn Hunsaker (@clearaction) explains, “There are many factors for assessing customer centricity, but this worksheet focuses on a commonly overlooked [one]: how well customer programs actually benefit customers.” Use it to identify opportunities for improving how you manage your customers’ experience.
1. For each customer program determine:
• How does the program benefit you? Your customer?
• Whether those benefits are short term (S) or long term (L).
• A rating from high (5) to superficial (1) benefit.
2. The ratio of your value vs. the customer’s.
Want to see what a customer-experience improvement initiative might look like in one industry? Try “Banking on Customer Centricity,” a McKinsey & Company white paper that advises how to transform banks into customer-centric organizations. It includes case explorations, describes tactics and processes, and offers “tests” that can help steer your organization toward the customer-experience fixes that will have the greatest impact.