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Driving Business Performance Through Customer Centricity

A unique way of understanding and implementing Customer Centricity in B2B organizations

13May

Firms worldwide are focusing more than ever on customer centricity because it generates enormous benefits, yet the great majority still does not comprehend it. These late adopters are still not convinced how it impacts the bottom line.

This has to do with translation. Customer Experience experts can insist on gained competitive advantage through CX innovation, but the biggest issue is that these late adopters tend to be driven by internal-based performance, not customer-based performance. This will change, but it is how they are wired now, so instead of altering their way of thinking, you must speak their language.

To begin with, Customer Centricity is not a marketing issue; it is a business issue emphasizing customer experience, so we should refer to it as BX-Business Experience. BX is not software; it is a mindset that transforms the way companies approach customer engagement, and it relies on existing technologies to make it happen.

HOW BX TRANSFORMS YOUR BUSINESS

  • Connects all users by providing an app-like listening platform on web and mobile sites.
  • Enables companies to capture all customer needs and sentiments as they occur (via text, voice, documents, etc).
  • Alerts an entire department when there is an issue.
  • Leverages cloud technology to consolidate insight and maintain every stakeholder on both sides informed.
  • Identifies opportunity areas by function, location, etc. through the use of Dashboards and Advanced Analytics.
  • Lets your customers evaluate your operation, while simultaneously evaluating them.

REVOLUTIONIZE THE USER EXPERIENCE

BX transforms your business through visible customer insight. Managing through transparency is what identifies performance gaps within any department, but transparency alone is not the driver of performance. In B2C, social media has grown based on transparency, but where it fails is getting the message across. All data goes through a funnel, instead of reaching the appropriate department immediately and enabling instant visibility of performance through a cloud-based platform.

Many legacy systems in B2B organizations capture client issues, but these processes require too many steps. They are not customer-focused because they are designed on system functionality instead of user functionality. BX is about making life simple for your customer. Just let them talk, text, upload a document, etc. in any given moment so you can capture their business experience.

  • Empower every single user in your customer´s organization so your company can capture invaluable information from every touch point.
  • Operate with a customer-facing back office by transforming your teams to listening teams that are truly aware of what is happening, instead of just waiting to hear about issues.
  • Measure performance from the outside and make every internal department accountable.

All companies utilize web/mobile sites to transmit information on products or services. This information is valuable, but in reality a vendor-customer relationship is less about what the company offers and more about what the customer needs. Companies must adapt their sites to become listening sites, not just information sites. If a customer wants to contact a specific department or comment on an experience like 'delivery', it should be simple such as yourcompany'swebsite.com/delivery

Anything with a similar connotation can be directed to the same location (i.e. /logistics, /package) to facilitate user functionality. Customers don´t even need your contact information. Soon you will be able to google 'Company' & 'Delivery' and it will take you to the listening page. Voice activation features can also get the job done and be very valuable for users on the go.

APPLICATION OF BX

Here are a few examples of how BX transforms the way customers can engage more effectively with your organization, while also moving the performance needle through Customer Centricity. Enable maximum engagement, while simultaneously grading fulfillment.

MERCHANDISE PLANNING

Sophisticated analytics systems can be very useful in predicting product planning, but you cannot substitute customer input. Planning is not only about the what, but also about the why. The customer knows a lot more about the why than any predictive model can tell you.

LOGISTICS

Logistics goes beyond delivering products on time because it is not always a predictable science. Your fulfillment software may be gauging performance at an optimal level when in reality your customer may be requiring adjustments.

QUALITY CONTROL

QC is really about complying with your customers. A lot of firms have good quality control processes, but BX goes beyond that by connecting issues directly from the user to the fixer.

Imagine you are a user who receives shipments of parts and you have been experiencing issues with the quality of the product recently. You´ve sent emails and made calls, but you are not receiving proper attention, so you wish to escalate this issue. With BX, you just go to www.yourcompany'swebsite.com/quality and it takes you to the listening page. In B2B, users always identify themselves by name, company, location, etc. The submitted message and/or documents go to the appropriate company department and get uploaded to the cloud, along with a performance grade. Everyone is in the loop. This is what empowers a user.

Customer data needs to be visible in order to improve fulfillment in an organization. BX is about connecting the user teams to the responsible teams, but it is a two-way street. Your company can identify users inside your customer´s organization who have a tendency to go beyond established service agreements (A user who continuously orders at the last minute, when you established 48hr notice). This can put extra strain on your operation, causing it to appear 'behind the curve' vs. expected performance levels. The transparency of BX helps identify such issues.

With BX, there is no more 'the customer said…' or 'let me send you a fulfillment report'. BX is about transforming customer engagement which leads to process improvements, so now the question becomes: Is your firm willing to implement customer centricity for the sake of improving business performance? 

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