Along with the increasingly strong competition in the business world, more and more organizations are now focusing on a customer-centric organization. This organization not only to focus on offering products and services alone, but also focus on the customers. Why does the organization want to become customer-centric? And how did they build a customer-centric organization?
Why does the organization want to become customer-centric?
Customer-centric organization that really understands completely that the customer is a valuable asset to the organization, and the customer is the most decisive element of the sustainability of a business. Therefore, by focusing on customers, they strive to give value to the customer continuously. With this, subscribers can obtain the expected satisfaction, and loyalty to the organization.
How to build a customer-centric organization?
First, organizations need support from leaders and senior management to run a customer-centric organization. Thus, the leaders and senior management to be able to disseminate throughout the organization, and ensure that they all share a focus on the customers.
Second, organizations need to grasp the concept of customer-lifetime value, so they want to continue to focus on customers and improve customer relations, in its efforts to provide continuous value to customers.
Third, to give value to customers, businesses must continue to make innovations based on customer needs. Do discussions with employees and interact with customers to obtain the bright ideas about innovation.
According to John Quelch, in order to improve customer focus, including: 1) identification of some metric, which is an indicator of sales performance; 2) the CEO to ensure that the company was still able to obtain product opportunities / new markets, and 3) The CEO must develop a talent that would support company’s customer-centric strategy.
An example is Disney who before becoming a customer-centric organization, profitability that they achieve less than optimal. After analysis, although in fact quite hit the playground, but only about 25% of all spending customer who come to Disney. The rest fled to expenditures such as transportation, hotels and restaurants. Since then, Disney to build hotels and shopping malls, even in cooperation with airlines. Thus, Disney finally able to increase the share of customer spending for Disney up to 75% in such manner.
Thus, a customer-centric organization that makes you a better understanding of customers, and can provide more value to customers by providing services that fit them. And this is certainly positive for the organization, because it provides value-added is also in the long term.