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!
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.
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".
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.
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
The HSLU is the scientific research partner