The document discusses the importance of customer centricity for businesses. It provides examples of companies that prioritize understanding customer needs and delivering excellent customer experiences. Customer centricity involves developing a deep understanding of customers, integrating customer feedback into products and services, and putting customer interests ahead of other stakeholders like owners and employees. The goal is to create long-term customer loyalty and repeat business.

1. Presented By
A. Wadut Al Mamun
05-09-2014 Universal Business School
Published By: Rohit Deshpande

2. “I don’t Want to make my entire profit from a single sale-good
I want to make the machines so
-Biography
will come back again & again to
that farmer & his sons
buy more McCormick Machines”
05-09-2014 Universal Business School

3. It is the customer who determine what a business is. For it is the customer,
and he alone, who through being willing to pay for a goods or services,
convert economic resources into wealth, things into goods.
“The Set of Benefits that put the customer’s interest first ahead of those of all
others stack holders such as owners, Managers and employees.”
-Drucker & Levitt
customer
customer
Customer’s
willing
to pay
resources
Benefits
stack holders
05-09-2014 Universal Business School

4. Success Profile
• They are customer-centric rather than product or technology
centric.
• They out compete other firms in terms of deep customer insights.
• They integrate branding with customer centricity.
• They rewards their employees for customer focused innovation
creating
– Entrepreneurial, open organization.
– Environments where employee participation is encouraged with special
emphasis on delight customers.
05-09-2014 Universal Business School

5. 3 Ways customer centricity fits in an
organization
• As a part of knowledge management system
– Understanding the customer
• As a part of development of strategic competence as a learning organization
– Building a customer centric culture
• As a foundation for corporate strategy development and execution
– Serving the customer
05-09-2014 Universal Business School

6. Understanding Customer’s Need
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole”
-By Levitt Russell S.
05-09-2014 Universal Business School

7. Assessing Customers Needs and Value
What exactly is a customer ?
Creating Demand Landscape
-Consumer Behavior
Touch Point
Customer relationship Management.
05-09-2014 Universal Business School

8. Measuring Customer Satisfaction and
Gathering Feedback
Voice Of the Customer
• Voice of the customer-CRM, web 2.0
Executives spend time with customers
• Zero-to-ten Scale
Building customer centric culture
05-09-2014 Universal Business School

9. Success at Sixthman
– Go above and beyond
– Hold the line
– Make it right
• Seven Emotional thoughts
– Invited
– Informed
– Excited
– Welcomed
– Looked after
– Amazed
– appreciated
05-09-2014 Universal Business School

10. Customer Centric Culture 4C’s
• Coordination
• Cooperation
• Capability
• connections
05-09-2014 Universal Business School

11. HP’s Customer Centric Strategy
• Employee training
• Listening to the customer
• Matrix-Customer Loyalty Index(CLI)
• Employee Rewards
05-09-2014 Universal Business School

12. Serving the customer
“We don’t make money when we sell things, we make money when we help
customers make purchase decision”.
-Jeff Bezos; Amazone.com
05-09-2014 Universal Business School

13. Developing customer centric strategy
05-09-2014 Universal Business School

14. Customers Equity Model
Free Samples Image Advertising
Ethical Corporate
Behavior
Brand Awareness
Attitude towards
the brand
Brand Ethics
Value Equity Brand equity Relationship Equity
Brand Choice
Customer Lifetime
Value
Customer Equity
05-09-2014 Universal Business School

15. The Customer value
ConviCtion
TrUst
SatiSfaction
LoyalTy
GoOdwill
ComMitment
DElight
ExpeRience
05-09-2014 Universal Business School

16. Retro-Marketing
Customers Neither know what they want, nor they know what they don’t
• Exclusivity
• Selective Secrecy
• Amplification
• Entertainment
want.
-Stephen Brown
05-09-2014 Universal Business School

17. 80% of the companies believe they deliver a superior customer experience.
THANK Y OU
8% of the Customer believe these companies deliver a
superior customer experience
05-09-2014 Universal Business School