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Customer Centricity - It is the ‘People element’ at the core of effective execution!

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One busy evening at work when a colleague approached me to take a session for the executives of a food chain on customer centricity, I became curious! While it is not uncommon for me to receive such requests on most prevailing buzz words or marketing fades, the client specifically asking for ‘customer centricity’ and not ‘customer focus’ was enough to get me engaged.

After series of discussions among us and with the client; I got my module content ready for the class and what was most interesting for me is to learn how the participant executives viewed customer centricity. Most of them at first did not buy the idea of customer centricity! They had a valid argument to begin with; why a business that enjoys more demand than they could meet should go for this business philosophy? Sounds logical! and I am glad that they shared their concern. I had to understand their view point, from where they were coming to get the message across. Without this, I could never be sure of the training effectiveness, it remains a good to know kind information. And trust me! a set of sceptic participants give a facilitator tremendous opportunity to learn and facilitate learning. This blog is based on my learning through my sessions.

Just to put the formal understanding in place; the customer-centric marketing is defined as looking at a customer’s lifetime value and focusing your marketing efforts on the high-value customer segment in order to drive profits (Dr. Peter Fader, author of Customer Centricity).

How-the ‘execution’ part is what can make or break any good strategy. To get the execution right, the employees have to hold the philosophy, it has to be a part of organization culture much beyond the bullet points in ‘to do list’. Only the convinced and empowered executives can get the value delivered to your most valued customers. Why I emphasise on this, is until the employees who are the face of organization buy ‘a’ view point, their efforts will not be whole hearted. It is the critical element, if the time and efforts are not invested in transforming the employees towards this business philosophy, mere analytics and policies in place would not fetch any results to be called effective.

And how do you convince your employees? by letting them see the value of customer centricity for the business or for that matter any business philosophy; once they get it correct you will never have to command a control! In fact employees are going to get the ship sailing, getting new insights based on their interactions with customers and fine-tuning the policies to suit the customers.

Coming back to my sessions, as I already mentioned sceptic participants are a blessing in disguise! Once you get the message across you never have to worry about the effectiveness of your training session. An organization planning to bring in a significant change in strategy has to take care that it has not forgotten to educate its employees, getting them on board for finally the onus of effective execution is on them.

 

You can reach me at This email address is being protected from spambots. You need JavaScript enabled to view it. , I would be happy to hear your comments and suggestions

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Guest Sunday, 26 March 2017