It’s not about Digital Transformation — it’s all about CUSTOMER CENTRICITY TRANSFORMATION!
DON’T be just customer ORIENTED, understand how to REALLY put the customer in the CENTER of your business strategy to create the Ultimate Customer Experience (UCX).
At least since the economic success of Apple, Amazon or Tesla, the term “customer or user experience” has received increasing attention. Playing an elementary role in the age of digitization, innovative internet technologies are economically and ecologically successful only if the digital solutions bring real benefits to us humans.
The success factor in the digital-economic context is no longer just the smart product, but above all the situative relevant services the underlying ecosystem is able to offer to a user or customer. It is only these context-sensitive services that bring about the high added value and thus the worldwide acceptance of such digital media and IoT products.
The term “user or customer experience” describes the entirety of all user experiences in the context of an analog or digital product, a marketplace, a smart ecosystem or an IoT platform. The user or customer experience therefore describes the impact of the things mentioned on a user or customer. It reflects customer satisfaction, customer loyalty, a positive word-of-mouth effect or a high net promoter score, as well as the economic prosperity of a company.
In this respect, it is hardly surprising that the above-mentioned companies have anchored a positive user and customer experience as a strategic market success element and the central message in their corporate visions and missions.
The 3 Pillars of Customer Centricity Transformation
1) Understand what Customer Centricity means. Be as close to your users or customers as possible. The more data you can gather from customers in real-time, the more often and extensive this can happen, the better you can evaluate this data in real-time and offer relevant services based on this, which in turn makes you and your products more valuable for your customers and your business becomes more successful automatically.
2) Everyone in your company needs to adapt to a customer-centric mindset. Everyone, from the big boss to the intern. No exceptions. Other than with product-centered or customer-oriented approaches your whole company needs to carry out a complete rethinking, a mental reset or a fundamental shift of paradigms.
3) Act customer-centric in everything you do. All actions of your company must focus only on the user or customer. Doing so, the Situative Relevance is the key component of success. Products and services have to be offered in the right dosis at the right time in the right place in the desired quality with a suitable price.
Most business strategies refer to common methods and tools which are usually based on historical data to determine customer value and to calculate customer life. These mostly very linear models do not include today’s technological possibilities of digitization such as big data, IoT and AI and are therefore significantly slower, less automated and less precise.
Learn more in our small series on Customer Centricity Transformation about our tools and methods — for becoming really customer-centric:
- Customer-Centric Flywheel — The Business Growth Model
- How to create the Ultimate Customer Experience (UCX)
- UCX Strategy — Understand Customer Insights
- UCX Strategy — Create a Seamless Customer Experience
- UCX Strategy — Create a Phygital Experience
- Customer Data — Customer-centric Behavioral Analytics
- Customer Data — Predictive Services
- Customer Data — Automated Machine Learning
- Situative Relevance Index (SRI)
Get in contact:
Eve Cecon | Business Innovation Strategist @ Sensory-Minds
e.cecon@sensory-minds.com
