WNA Blog

Mon 23 Apr 2018

Are You Customer-Centric?


Public Relations & Media Services

Customer-centric – is it the new buzz word or a real way to differentiate your business?

Let’s start by taking a look at this graph it represents the number of companies in the US that believe they are customer centric. Nearly 76% of companies ranked themselves in the top two-fifths (61 and higher).

Wow! Companies must be doing a great job of being customer-centric and providing outstanding customer experiences, right?

Not according to Forrester!

A survey based on data from their Customer Experience Index, which measures how customer-centric companies actually are reveals that customers only placed 18% of companies in the top two ‘Good’ and ‘Excellent’ categories.

Now, you might be thinking, “Right, I get that most companies rank themselves higher than they really are, but our company is different we really are customer focused.” But if you’re only relying on your gut feeling, that’s illusory superiority at work right there.

You need to stop it as you can’t trust that kind of assessment.

It doesn’t matter how you think you’re doing. It only matters how well your customers think you’re doing.

This is why it’s so important to pay attention to customer feedback. If you do, the chances are you’ll find out you’re not doing as well as you think you are.

Within CEM, there are 8 important disciplines, summarised as follows:

Talk to us today about auditing your customer centricity. See our customer journey template in our resources section.

Audit your company’s customer-centric behaviours today.


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