Colin Powell has been quoted as saying…
If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.
My take: General Powell’s quote provides the key rationale for developing a customer-centric DNA. While firms may be able to craft discrete instances of good customer experiences, they need to develop the habit of meeting customer needs in the “little matters” — the myriad of touchpoints with customers. And a company can NOT develop the habit of great customer experience without addressing the underlying processes and culture of the firm.
The bottom line: Customer-centric DNA exists when customer experience excellence is a prevailing attitude.