A customer-centric culture does not occur by accident; it has to be designed

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2020, 2:06 PM UTC

CEOs and senior executives have to lead by example if they want a model focussed on the consumer.

Companies can be customer-centric by leveraging feedback and data, using research-based personas and mapping out the customer journey. But, the findings from these processes must resonate with every discussion, decision and design that the company implements.

The senior leadership team should make it clear to their employees – through words and actions - the expectations the company has from them. The leadership should also reinforce their customer-centric models by setting an example for employees.

While the company should have customer centricity embedded in their core values, they should also define acceptable and unacceptable behaviours. They should design policies and processes with those values in mind so that doing the right thing is entrenched in the organisation.

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