Customer Centric Service
Businesses and organisations are recognising the importance of having their client or customer at the centre of everything they do. The term “Customer Centric Service” is a term every modern business needs to come to grips with.
If you focus solely on your systems or products, your client’s voice gets lost – as will your productivity and profit. Again and again it has been demonstrated that customers who receive a customer centric experience, are the ones who come back for repeat business.
As with everything in your business this needs to be integrated throughout your company. It is not conducive to good business to state your customers come first, but your systems and processes get in the way of a positive customer experience.
Again, the values espoused by the business and your leadership will set the tone of the culture of your company, which will in turn impact the customer or client experience. This cascades down to the other key documents within your organisation; positions descriptions, performance agreements, employment contracts, desk files. There needs to be consistency and congruency between and among all these aspects of your business.
The following is a quick checklist of how you would embed a Customer Centric Service:
Articulate your customer centric philosophy.
Elaborate on your customer centric philosophy with a list of core values – these need to align with your strategic plan.
Continuously reinforce your commitment to these values.
Check that your systems and processes match your philosophy – change them if they don’t.
Communicate it through different media.
Hire and train in line with your values.
Include the wider world – external communication.
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My Customer Centric Service experience...
- MSD – Have shifted to a client centric model which resulted in new structures and business processes ensuring the client is at the centre of all decision making.
- The Correspondence School – where one major facet of the cultural change was to focus on the needs of the student rather than the marking requirements of the teacher. The success of this was reflected in the subsequent ERO report.
- Russia – New Business Development Project; United States Agency for International Development (USAID).