Written by Vivek Jaiswal | Co-founder, Customer Guru
In order to become customer centric, almost every business leader knows they need to fundamentally change how their organisation engages with customers. While such leaders have a customer-centric vision of what the organisation should look like and a logical plan for getting there, they are puzzled about how to fully engage the organisation to put the plan into action. Vision isn’t enough. True change comes when the vision is attached to emotions and customer centricity is ingrained in the culture of the organisation. Indeed, if people see that their leaders are living the customer values the organisation puts forward, they will be willing to live these values themselves. We would like to share three important steps that can help you become a customer centric leader:
The first step is to provide the right direction and a clear vision for customer centricity. Propelling the vision must be a strategy that outlines how this differentiated customer experience will be delivered. Not a strategy for strategy’s sake, but a strategy for customer’s sake. The strategy should be robust and must be broad enough to cover organisational change management and have the right metrics to measure success or failure in delivering enhanced customer experience.
Finally, communicate your direction as clearly and concretely as possible and include prioritised actions with measurable targets. Most importantly include all internal stakeholders in strategy formulation so everyone feels vested in it.
One of the biggest mistakes leaders make when moving to a customer-centric vision is to assume that their job is done once the plans have been developed and cascaded. To sustain the momentum in long term, constant and visible leadership energy for customer centricity is required. The leader must be seen and heard, expressing a genuine sense of urgency, commitment, and passion. Without these, it’s difficult for organisations to embrace the call to action.
A customer centric leader exhibits customer centric behaviours that motivates others to follow suite. Some key customer centric behaviours as highlighted by Alain Thys from Futurelab are:
We would like to hear more on what has proven helpful to others. Please leave your suggestions and comments below.
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