Customer centricity as key success factor.

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!

Customer value is created through customer experience

Global value creation is continuously developing into an experience economy: in it, the customer experience is the primary product! Only an experience design that is relevant to customers allows differentiation from competitors and the justification of higher price levels: uniqueness, quality and relevance of the customer experience determine economic success.


Customer experience as the tip of the iceberg!


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".

How customer centered is your company?


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.

A KPI for customer centricity.


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.

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.

Advantages of the Customer Centricity Score:

  • Shows how well centricity has established itself within the organization and enables you to track its development over time
  • Identifies areas of strength and areas in need of improvement
  • Provides a basis for instituting specific measures for improving customer centricity
  • Allows for efficient reporting to upper management
  • Serves as an information dashboard for strategic decision making

How customer centric is your organisation?

The Customer Centricity Score was developed in 2013 by the Lucerne University of Applied Sciences and Arts (HSLU) and Swisscom. In 2017, the Swisscom team joined Creaholic. Creaholic and HSLU continue to develop the CCScore as part of a joint consortium.

Creaholic is the application partner in practice

  • Measurement and monitoring of the CCScore via regular pulse feedbacks and dynamic dashboards
  • Support for organizational development measures to make companies more customer-centric
  • Development and implementation of customized customer experience strategies

The HSLU is the scientific research partner

  • Active research work and publications on the topic of customer centricity of companies
  • Market-oriented development of further measurement instruments in the area of customer centricity
  • Implementation of CCScore measurement projects with companies