5 Steps to Becoming Customer-Centric

Technology has fundamentally changed the way people engage with every kind of company. Today, twice as many people are involved in a B2B decision than actually make the decision. Prospects can search your site and a dozen others for the best deal. And consumers are often purchasing online and picking up in the store.  

The only way to anticipate what people want now and will want soon is to know them. Intimately. And that’s the goal of good customer-centricity programs. To do so, you must turn your Voice-of-the-Customer (VoC) or Customer Experience (CX) solution into an integrated system that puts your customers in front of every employee and at the heart of every business decision. Below are the five steps to becoming customer-centric, along with an array of statistics to help you make the business case. 

The Five Steps

Step 1: Gain Executive Support and Empowerment  

Secure executive support to empower the people on the front lines to make real change and impact with customers.

Step 2: Adapt or Evolve Your VoC/CX program  

Ensure that your Voice of the Customer (VoC) or Customer Experience (CX) solution collects feedback the way you need it to meet your objectives.

Step 3: Wire-in Feedback Everywhere Seamlessly

Automate the distribution of feedback behind the scenes so that your service seems exceptionally personal and empowers the people dealing with customers on the front lines.  

Step 4: Deliver Enterprise Visibility to Customer Feedback  

Disseminate customer feedback across the organization and make it accessible to every employee, so everybody knows what customers want and need.

Step 5: Make Your Customers the Stars of Your Meetings 

Encourage and support people to become intimately aware of what customers want and need, making customers the stars of every meeting by knowing what they want, instead of predicting or guessing.

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Statistics You Can Use

59% of companies with a CEO who is involved in customer experience report higher revenue growth, compared to just 40% of companies without a customer-focused CEO reporting growth. — The Economist, The value of experience: How the C-suite values customer experience in the digital age.  

39% of CEOs say customer experience is the most effective method of creating a competitive advantage, which was the most common answer. — Walker, The Customer-Focused CEO: Seven characteristics that lead to a sustainable advantage. 

Companies that lead in customer experience outperform laggards by nearly 80%.  — Forbes, 50 Stats That Prove The Value Of Customer Experience 

89% of companies compete on customer experience, up from just 36% in 2010.  — Forbes, Customer Experience Is The New Brand 

81% of companies view customer experience as a competitive differentiator. – Dimension Data, New Research from Dimension Data Reveals Uncomfortable CX Truths 

73% of companies with above-average customer experience perform better financially than their competitors. — Experience Matters, 2018 

Customer-centric companies are 60% more profitable than companies that don’t focus on customers. – SuperOffice, How to Create a Customer-Centric Strategy for your Business 

96% of customers say customer service is important in their choice of loyalty to a brand. — Microsoft, 2017 State of Global Customer Service Report 

Offering a high-quality customer experience can lower the cost of serving customers by up to 33%. — Deloitte, The true value of customer experiences 

83% of companies that believe it’s important to make customers happy also experience growing revenue. — HubSpot, The Ultimate Guide to Customer Delight. 

Statistics You Can Use

Customers are likely to spend 140% more after a positive experience than customers who report negative experiences. — Deloitte, The true value of customer experiences  

70% of Americans have spent more money to do business with a company that offers great service. — American Express, 2017 

Organizations that reinforce a people-based culture increase their odds of a successful customer-centric transformation by 30% to 79%. — McKinsey & Company,  The human touch at the center of customer-experience excellence

77% of consumers view brands more favorably if they seek out and apply customer feedback. — Microsoft, 2017 State of Global Customer Service Report 

Customers tell an average of nine people about a positive experience with a brand, but they tell 16 people about a negative experience. — Deloitte, The true value of customer experiences 

The top reason customers switch brands is because they feel unappreciated, and switching costs U.S. companies a total of $1.6 trillion. — Vonage, The $62 Billion Customer Service Scared Away.  — Accenture, Harness change to create 360° value

Companies that excel at customer experience have 1.5 times more engaged employees than less customer-focused companies. — Experience Matters, 2016 

Companies with engaged employees outperform the competition by 147%. — Gallup, Engage Your Employees to See High Performance and Innovation 

Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average revenue. — McKinsey & Company, 2017 

American consumers will pay 17% more to purchase from a company with a reputation for great service. — American Express, 2017