Any company can improve portions of its customer experience, but it takes more than a few superficial changes to create lasting differentiation. So, what are the ingredients for long-term success?
A holistic approach built around four customer experience competencies:
- Purposeful Leadership: Executives operate consistently with a clear set of values.
- Employee Engagement: Employees are aligned with the goals of the organization.
- Compelling Brand Values: Brand attributes drive how customers are treated.
- Customer-Connectedness: Customer insight is integrated throughout the organization.
As companies master these four competencies, they evolve into a “Customer-Centric Organization,” which I define as:
An organization that continuously aligns its resources with customer needs
This overall concept and each of the four competencies will be major themes for my research — and this blog. My goal is to help companies accelerate their path to becoming Customer-Centric Organizations.
The bottom line: Are you leading a Customer-Centric Organization?