A comprehensive approach to customer centricity is essential for any organization looking to build
a sustainable position in the market. However, the indicators needed in order to gauge the level of
centricity are generally lacking.
With the Customer Centricity Score, it’s now possible to do exactly that!
Globally we are increasingly shifting toward an experience-based economy in which the customer’s experience is becoming the primary product. Only if experiences are truly relevant for customers will organizations be able to differentiate and justify premium prices. The quality and relevance of the delivered experiences therefore directly determine financial success and sustainable growth for the business, also in terms of the bottom line.
While many factors determine the quality of what the customer experiences, it is ultimately the employees of successful organization who create, shape and drive excellence as perceived by the customer. In the end, all activities within an organization are part and parcel to what the customer experiences – regardless of whether they are performed by someone working in sales, IT or finance.
Being successful in the experience-economy requires you to stay on the cutting edge at all times and to focus everything you do holistically and comprehensively on the customer. Many companies lack such an overview and self-understanding. They regard crucial aspects of customer centricity as irrelevant, ignoring the important dimensions „below the surface.“
“We build the Starbucks brand first with our people, not with customers. We believe the best way to exceed the expectations of our customers is to hire and train great people. A company develops alongside its employees. The better our employees are centered on the needs of our customers, the better off the company will be.”
Howard Schultz, CEO of Starbucks Corporation
Most companies are already doing a lot to align their offerings to their customers’ needs. Their success can be confirmed with indicators such as the Net Promoter Score®. At the same time, measuring employees’ impact on the customer experience remains a challenge, regardless of whether they are involved in shaping it directly or indirectly, and many companies are unable to quantify the level of customer centricity among their employees.
You can now measure the level of customer centricity within your organization: The Customer Centricity Score (CCScore) has been developed based on empirical research and can evaluate the level of centricity amongst employees within a company.
It relies on a representative questionnaire with predefined and straightforward questions, which it then uses to generate an CCScore outcome on a scale of -100 (virtually no centricity) to 100 (full centricity).
The Customer Centricity Indicator provides a more detailed result overview of the CCScore. The overall score for a company comprises out of 15 dimensions that are clustered in three main groups: leadership, collaboration and implemetation. Next to these dimensions, the indicator can be adjusted to capture a wide range of aspects, such as age factors, position, function, gender or place within the organization.
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