What are the benefits and challenges of customer centricity for your business performance and growth?

Customer focus is essential to the success of Unidas, which is traditionally recognized and awarded for its excellent service. By actively listening to our customers through channels like NPS, social media, and our confidential hotline, we identify opportunities for improvement that drive loyalty, retention, and market differentiation. The personalized and consistent experiences we offer stem from a team committed to adapting services to customer needs. However, the biggest challenge lies in organizational alignment, which requires cultural shifts and continuous innovation to ensure all areas are focused on exceeding customer expectations.

In today's dynamic business landscape, where customer expectations shape success, embracing customer centricity isn't just a strategy – it's the key to unlocking unparalleled growth and lasting brand impact. - A modest 5% uptick in customer retention yields a substantial 25-95% surge in profits. - Satisfied customers morph into trusted brand advocates, wielding considerable influence over purchasing decisions. - Engaged employees form the backbone of positive customer experiences, paving the way for overall business success. - Companies leveraging customer analytics are five times more likely to make agile and informed decisions.

Having a customer centric approach enables to really make things happen around the customers experience. 1. It’s not about us and showcasing all the attributes of our solution, it’s about how the customers have tried in the past to fix it and then tailor the offering on what we can do. 2. It should be part of the companies culture: - building products based on customer feedback - providing solutions and sales efforts based on customer needs and understanding the pain points. 3. The product: - Once the product is build basen on a customer centric approach you are actually on a better path to product market fit and potential growth.

Understanding the impact of customer Centricity on business performance and growth is crucial. Hereunder are the benefits and challenges associated with embracing customer-centricity in business analysis: Benefits: 1. Enhanced Customer Satisfaction 2. Improved Customer Retention 3. Increased Customer Lifetime Value (CLV) 4. Competitive Advantage 5. Informed Decision-Making 6. Brand Loyalty and Advocacy 7. Adaptability to Market Changes Challenges: 1. Organizational Culture Shift 2. Data Integration and Analysis 3. Balancing Short-Term and Long-Term Goals 4. Resource Allocation 5. Employee Training and Engagement 6. Consistency Across Touchpoints 7. Measuring and Demonstrating ROI Thanks.

Focar no cliente é essencial para o crescimento sustentável de qualquer negócio. Os benefícios são claros: fidelização, maior satisfação e um entendimento mais profundo das necessidades, o que leva à oferta de soluções mais eficazes. Além disso, sabemos que clientes satisfeitos tendem a recomendar a marca, gerando crescimento orgânico. O desafio está em manter esse foco alinhado aos objetivos de curto prazo, equilibrando investimentos em experiência do cliente com metas de receita e eficiência operacional. A chave é integrar o cliente no centro da estratégia sem perder de vista a viabilidade do negócio.

Eine der Herausforderungen besteht darin, dass jedes Unternehmen von sich behauptet, kundenorientiert zu sein. Es fehlt häufig am Outside-In-Blick, ob dies tatsächlich der Fall ist. Kundenzentrierung geht zudem noch einen Schritt weiter, indem Unternehmen allen Bereichen die Kundensicht ins Zentrum der eigenen Bemühungen stellt. Um die Außensicht auf das eigene Unternehmen zu etablieren, muss ein strukturiertes Feedback-Management etabliert werden, um nachhaltig die eigene Sicht (Inside-Out) mit dem Blick vom Markt auf das Unternehmen (Outside-In) zu verproben und bei Bedarf entsprechende Maßnahmen einzuleiten.

One of the biggest challenges organizations face is determining who owns the customer experience. So while companies want to be customer-centric, it's often that the experience isn't owned by any one department. For example, marketing may help with attracting the customer to the company/product/service, IT may help by creating a digital engagement experience for the customer, and the customer service division ensures they resolve issues and support the customer. Since no one department can control every aspect of the experience, customer experience design and delivery require cross-departmental contributions and collaboration.

En varios estudios, cuando preguntas a profesionales de CX sobre sus principales retos, en el top 3 aparece siempre... "como demostrar el ROI y el impacto económico de las inversiones". Según Forrester, sólo el 15% de los profesionales de CX considera que son eficaces a la hora de demostrar el ROI de las inversiones en CX, mientras que el 58% cree que no lo es!!

The main challenge, in my opinion, would be the cultural shift in any business who hasn't had that Customer-Centric approach in the past. Resistance to change from employees who are accustomed to traditional practices can impede progress.

Meiner Meinung nach besteht die größte Herausforderung der Kundenzentrierung für Unternehmen darin, eine langfristige organisationale Perspektive auf den Kunden zu etablieren. Es ist entscheidend, sich von der "Inside-Out"-Sicht zu lösen, bei der viele Organisationen Prozesse und Lösungen primär aus unternehmensinterner Perspektive entwickeln. Moderne, kundenfokussierte Unternehmen wechseln ihren Blickwinkel um 180 Grad zur "Outside-In"-Sicht, um den Standpunkt des Kunden zu verstehen. Jeder Kontaktpunkt spielt eine entscheidende Rolle bei der Gestaltung von Prozessen und der Digitalisierung von Schnittstellen. Dieser Perspektivwechsel ist essenziell, um die Kundenerfahrung zu optimieren und langfristige Beziehungen aufzubauen.

Start building a Customer Journey. We do this with every single client to better understand the journey the client/guest/customer has with the brand. Secondly start getting quality customer feedback. You already have but do not believe it's enough? Make it fun. Turn the process of gathering customer feedback into a game. For example, run a contest where customers who provide feedback are entered into a draw to win prizes. This makes giving feedback more enjoyable and increases participation rates.

Bei einer einzelnen Person beginnt Kundenzentrierung im Kopf. Gleiches gilt für eine größere und komplexe Organisation, wo diese Initiierung ebenfalls auf der Führungsebene stattfindet. Es genügt nicht, wenn die Geschäftsführung einfach eine Anweisung an die gesamte Organisation gibt, wie etwa "Wir werden jetzt kundenzentriert". Das Management muss vielmehr mit positiven Beispielen vorangehen und Kundenzentrierung aktiv vorleben. Nur so wird die gesamte Organisation diesem Beispiel folgen. Auf diese Weise entsteht eine nachhaltige und konsequent umgesetzte Kundenzentrierung.

Para que las estrategias Customer Centric sean sostenibles y duraderas, se deben fundamentar en la construcción de una verdadera CULTURA. Para el desarrollo de la cultura, siempre me ha gustado el concepto de "lluvia fina", que hace referencia a que se trata de las sumas de muchas pequeñas acciones de forma continua, y no tanto de una acción super impactante pero puntual. Si queremos construir esta Cultura Centrada en el Cliente, debemos definir qué es, qué comportamientos y acciones nos gustaría reforzar y cómo vamos a reconocer y recompensar a las personas en base a estos elementos.

Customer journeys should be created based on the key segments for each channel. If we take a telco we should make sure that we keep consistency among different channels and create similar processes to deliver customer needs. The experience of a customer calling to call centre and customer who visits an outlet should be more or less similar when it comes to the things a customer can accomplish from these two channels.

From my time leading customer success initiatives, I've learned that the key to becoming more customer-centric is to embed the customer perspective into every decision. Start by collecting and analyzing customer feedback regularly to understand their pain points and expectations. Implementing solutions like Zendesk can help streamline customer support and improve response times, enhancing the overall experience. Another tip is to develop standard operating procedures (SOPs) that align with customer needs, ensuring consistency in service delivery. Regular training and cross-departmental collaboration are also crucial to keep the entire team focused on delivering value to the customer.

You need a mix of top-down and bottoms-up approaches. If the CEO and senior leadership are not onboard and don’t prioritize customer experience, you won’t get the budgets nor the results that you seek. The way to shift their mindset is by seeing tangible results in their business. For CEOs it’s top line revenue growth and increased engagement. Tie the programs to the top line KPIs for greater chance at success. The bottoms-up approach creates opportunities for customers to be a part of the conception of the programs. There are openings for feedback and engagement. You can form more buy-in when customers are part of the process.

Customer centricity is key for improving business performance & contributing to the bottom line. My top two tips for becoming more customer-centric: 1. It’s a cultural thing: Customer centricity needs to be embedded in your company’s culture. Every decision, daily activity and investment should have the customer front and center. This should not just be a process, it is how the business operates. 2. Invest in knowing your customer’s experience: Many businesses don’t put enough focus on truly understanding how their customer interactions are working. Start by evaluating the touchpoints your customers use most frequently and assess the effort they need to put in to engage with your business. Then, gradually improve the entire experience.

There are more aspects to consider. Mainly in B2B you need to understand the distribution of force over the Value Chain. If you are a mid-sized company and you customers are a few global players, they dictate the rules and level of your customer centricity. Ovedoing might be a waste of resources, not meeting will kick you out of business.

Do you want customer-centricity to be driven top-down or bottoms-up? You need both approaches to truly drive customer-centricity, but you also need to be pragmatic on where you start if you are trying to build and scale a customer-centric culture. Build a strategic roadmap that takes this into account.

Customer centricity - it has two sides, benefits & challenges. Weigh the benefits and challenges carefully, consider your resources and capacity for change, and chart a course that aligns with your business goals.challenges. Remember, it's a journey, not a destination Loyalty: Happy customers become loyal customers, singing your praises and returning for more. Competitive Edge: Customer centricity lets you tailor offerings to specific needs, creating niche solutions that resonate deeply with customers. Innovation Fuel: Your customers are your best R&D team. Data Deluge: Understanding your customers requires analyzing lots of data. Organizational Shift: Becoming customer-centric isn't just a process, it's a cultural transformation.