Here are the five things you need to survive as a customer-centric enterprise…
In many of my articles, I have tried to look at what organizations need to do to be customer centred. I also talked about some of the characteristics of a customer centred enterprise.
In this article, I want to look at the five basic things that must not be missing. If your organization will succeed as a truly customer-centric enterprise. You need it. Follow me as we look at this together.
coordinated business strategy
One of the basic thing that you need to do in order to succeed as a customer-centric enterprise is to implement a coordinated business strategy.
When we talk of business strategy, we are referring to the blueprints that guide your organization. It gives them direction on how to deliver value to customers.
Organizational structure in any organization has much to do with how authority flows in any organization.
I have always said it that the organizational structure that works for a product-centric enterprise will not work for a customer-centric enterprise.
In a product-centric enterprise, everything is centred on products. Rewards and promotions come based on product performance. You are not also expected to bypass your boss.
In a customer-centric enterprise, attention is been shifted to customers and how we can do business from customers’ perspective.
A customer service representative is also expected to have all the power to resolve customer issues completely.
organisational culture in a customer centred enterprise
In my secondary school, we have been taught that culture is the totality of the way of life of a particular group of people. So also, every organization has their own way of doing things.
While some focus on products. Some believe that they are doing customers a big favour by attending to their issues. A customer-centric enterprise believes in doing business from customers’ perspective.
Therefore in order for you to succeed, you have to re-orientate your employees. You will tell them that a customer is a king. He is the only boss in the organization. He deserves more respect than the owner of the business.
integration information environment
A Good customer centred enterprise will always store all customers’ information in a single centralized place. There must be a central database.
This will help the organization to know what customers have in common. They will be able to make decisions based on the output of customers’ data.
top management approval
There is nothing as frustrating and toothless as a customer relationship Czar. He does not have the support of the top management who are at the helm of affairs. You may ask me why you need their support?
Besides, it will definitely need money for your tools and techniques. You need it for what you are planning to deploy.
The second reason is that you need support from other stakeholders. If you do not have top management support.
You will not get the support of other employees. Also, your customer relationship management effort will fail.
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