Customer Centricity
7 or 8
Passives
9 or 10
Promoters
Customer Relationship Management (CRM)
- a model for managing a company's interactions with its current and future customers; the use of technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.
Touch point
- any point at which a customer and the company come into contact
Net Promoter Score (NPS)
- categorizes customers into 1 of 3 groups: 1. Promoters 2. Passives 3. Detractors
Capability
- ensuring that enough people in the organization have the skills to deliver customer-focused solutions, as well as defining a clear path for employees with those skills.
Coordination
- entails establishing structural mechanisms and processes that allow employees to improve their focus on the customer by harmonizing information and activities across units.
Connection
- involves developing relationships with external partners to make increasing the value of solutions more cost effective.
Cooperation
- means encouraging people in all parts of the company -- through cultural means, incentives, and the allocation of power -- to work together in the interest of customer needs.
Selective Relationship Management (SRM)
- target fewer, but more lucrative customers.
Marketing mix
- the components of an effective marketing strategy, typically involving product, price, place, and promotion (the 4ps).
4 sets of activities to achieve a truly customer-centric culture:
1. Coordination 2. Cooperation 3. Capability 4. Connection
Customer centricity fits 3 ways into an organization:
1. Understanding the customer 2. Building a customer centric culture 3. Serving the customer
0-6
Detractors