Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.

1. Customer centricity:
still in its infancy?
by Ramon Pardo, Managing Director InSites Consulting the Netherlands
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

2. Customer Centricity
Status research in Service Industries
The main research objective?
Validating a Customer Centric framework across
industries and thus understanding the progress
organisations from different Service Industries have made
in becoming more Customer Centric.
What did we do?
• Qualitative in-depth online interviews with
business people from each of the industries
• Online questionnaire via Social Media & SAS
database
Download the full SAS whitepaper for more
information (Dutch version – English will be available
from February 18, 2013).

3. “If your eyes are facing your boss,
your back is facing your customer”

16. ………………………………………….………..……………..…………………………………………
And you?
Are you customer centric?
………………………………………….………..……………..…………………………………………

17. About 10% states:
We are NOT customer centric at all!
17

18. About 10% states:
We are VERY customer centric!
18

19. The thruth is:
you are stuck in the middle.
Lot’s of opportunities to become more customer centric.
19

20. Customer centricity is far from mature
50%
40%
43%
Number of companies
30%
28%
20%
15%
10%
4%
10%
0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE
0-2
(score: 0-2) 3-4
(score: 3-4) 5-6
(score: 5-6) 7-8
(score: 7-8) 9-10
(score: 9-10) Level of Maturity
20

21. Guiding customers through
the customer relation.
Towards a great experience Knowing and managing
in all touchpoints. the current & future value of customers.
21

22. Let’s look at some facts & figures
22

23. Putting the
CUSTOMER
customer
CENTRICITY central
23

24. HAS A GOOD IDEA WHAT
„CUSTOMER CENTRICITY‟ STANDS FOR.
88 %
GOAL: IMPROVING SERVICE
“A well-organized front-end “Give the client value-for-
and quick service” money”
24

25. Customer centricity is focused on existing customer base.
Q: What are the 5 main benefits of becoming a truly customer-centric company?
Increase loyalty among existing customers 31% 50%
Increase satisfaction among existing customers 24% 40%
Optimize product / service offer 8% 56%
Reaching out to new customers
6% 47%
Seeking active interaction with customers
10% 43%
Communicate more effectively
4% 42%
Increase revenue
8% 35%
Sell more products / services
Optimize value-for-money of your marketing 4% 21%
investments
1% 22%
Seeking active interaction with key influential (e.g. a
lot of influence via social media) 4% 15%
Coping with competitors who are becoming customer
centric 19%
Optimize pricing 8%
Other
Strongest benefit
Strong benefit (2 - 5)
Weak benefit
25

26. Are we ‘somehow’ customer centric?
26

27. ………………………………………….………..……………..…………………………………………
Marketing is too important
to leave it to the marketers
………………………………………….………..……………..…………………………………………

28. ………………………………………….………..……………..…………………………………………
However,
there is a positive feeling
………………………………………….………..……………..…………………………………………

29. ………………………………………….………..……………..…………………………………………
66%
“We are making progress”
………………………………………….………..……………..…………………………………………

30. ………………………………………….………..……………..…………………………………………
4/10
“We are better than the market”
………………………………………….………..……………..…………………………………………

31. Putting the
CUSTOMER
customer
CENTRICITY central
31

32. “The customer as starting point of everything”
“The customer Only LINKS THIS TO MARKETING /
central” 10% SALES ONLY
Putting the
CUSTOMER
CENTRICITY
customer
central
BY LISTENING! ≥ observing
“Acting customer-focused.
“Use own data to listen” Listening to the customer, for
example via market research”
NEED FOR KNOWLEDGE
• Inzichten
• Interactie
• Improvement
32

33. 90% 44%
88% 69% 76% 46%
33

34. 34

35. About 1/3 companies invests
in personalization of products, communication, prices…
to optimize the experience.
35

36. 36

37. Less than 25% has good
knowledge about potential
customer value
37

38. Social….What?
38

39. ………………………………………….………..……………..…………………………………………
“if you‟re not thinking in segments,
you are not thinking at all‟
………………………………………….………..……………..…………………………………………

40. ………………………………………….………..……………..…………………………………………
54%
is not really thinking in segments…
………………………………………….………..……………..…………………………………………

41. 41

42. Very limited focus on maximizing customer loyalty.
42

43. Customer centricity is far from mature
CUSTOMER CENTRICITY
50% CUSTOMER EXPERIENCE
CUSTOMER LIFECYCLE
CUSTOMER VALUE
40%
Number of companies
30%
28%
20%
10%
0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE
0-2
(score: 0-2) 3-4
(score: 3-4) 5-6
(score: 5-6) 7-8
(score: 7-8) 9-10
(score: 9-10) Level of Maturity
Limited to non-existent Limited access to Learning in applying Extensive experience in Customer Centricity
knowledge and absolutely knowledge and tools and customer centric using customer centric philosophy is fully
no ambition to become ambitious while having knowledge and using tools and knowledge in a integrated in the whole
customer centric few experience tools, though experience wide range of company
limited to certain departments
departments.
43

44. The thruth is:
you are stuck in the middle.
Lot’s of opportunities to become more customer centric.
44

45. ………………………………………….………..……………..…………………………………………
How to get there:
What are your priorities?
………………………………………….………..……………..…………………………………………

46. importance
Company culture
Research (QL & QT)
Analytical CRM
Customer intelligence
solutions
Social media analysis Applying contact strategy
Multichannel solutions
Integration of offline
channels
Hiring employees & Using business analytics
consultants for customer
centricity projects.
Current performance
46

47. …………………………………………..…
Customer
Centricity
The science of managing
expectations.
…………………………………………..…

48. Real time collection of customer behavior data
is seen as really important.
38% thinks collecting real time data is really important
4% is collecting all real time data sources in real time
39% to some extend
48

49. Real-time Real-time
difficult
data collection data action
49

50. 50

51. ………………………………………….………..……………..…………………………………………
How to get there?
………………………………………….………..……………..…………………………………………

52. Customer centricity is far from mature
Companies are learning are predominantly in a learning stage
Q: To what extent is your company involved in the following aspects related to the customer lifecycle?
Q: To what extent is your company involved in the following aspects related to the customer experience? CUSTOMER CENTRICITY: mean = 5.0
Q: To what extent is your company involved in the following aspects related to the customer value?
N (Total) = 72 50%
Filter = None
40%
43%
Number of companies
30%
28%
20%
15%
Become more customer centric… 10%
4%
10%
0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE
0-2
(score: 0-2) 3-4
(score: 3-4) 5-6
(score: 5-6) 7-8
(score: 7-8) 9-10
(score: 9-10) Level of Maturity
Limited to non-existent Limited access to Learning in applying Extensive experience in Customer Centricity
knowledge and absolutely knowledge and tools and customer centric using customer centric philosophy is fully
no ambition to become ambitious while having knowledge and using tools and knowledge in a integrated in the whole
customer centric few experience tools, though experience wide range of company
limited to certain departments
departments.
52

53. ………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
………………………………………….………..……………..…………………………………………

54. ………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
………………………………………….………..……………..…………………………………………
Push the culture to the next level

55. ………………………………………….………..……………..…………………………………………
Create a fantastic
Customer Experience
………………………………………….………..……………..…………………………………………
Avoid
Service
schizophrenia

56. Start every
meeting with
a story about
a customer.

57. Create a listening culture
by sharing customer stories.

58. ………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
………………………………………….………..……………..…………………………………………
Push the culture to the next level
Capture the customer data

59. 59

60. “Data is the new oil”
60

61. ………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
………………………………………….………..……………..…………………………………………
Push the culture to the next level
Capture the customer data
Create real time applications

62. 62

63. ………………………………………….………..……………..…………………………………………
And remember…
………………………………………….………..……………..…………………………………………

64. ………………………………………….………..……………..…………………………………………
When your eyes are facing your boss,
your back is facing the customer.
………………………………………….………..……………..…………………………………………

65. Customer Centricity
Status research in Service Industries
The main research objective?
Validating a Customer Centric framework across
industries and thus understanding the progress
organisations from different Service Industries have made
in becoming more Customer Centric.
What did we do?
• Qualitative in-depth online interviews with
business people from each of the industries
• Online questionnaire via Social Media & SAS
database
Download the full SAS whitepaper for more
information (Dutch version – English will be available
from February 18, 2013).

66. Thank you!
Ramon Pardo, Managing Director
InSites Consulting NL
@pardochi
http://nl.linkedin.com/in/ramonatinsites
+31 10 742 10 31
Ramon.pardo@insites-consulting.com
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

67. ………………………………………….………..……………..…………………………………………
Thank you!
………………………………………….………..……………..…………………………………………