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    Customer Focus Mindset

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    songaonkars
    To create a customer focus mindset across an organization requires: 1) Benchmarking the current level of customer focus using tools to measure external and internal customer satisfaction. 2) Dedicated efforts from senior leaders to role model customer-focused behavior and drive cultural change. 3) Aligning the entire organization, including employees, processes and systems around meeting customer needs and expectations.

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    Customer Focus Mindset

    Uploaded by

    songaonkars
    88 views4 pages
    To create a customer focus mindset across an organization requires: 1) Benchmarking the current level of customer focus using tools to measure external and internal customer satisfaction. 2) Dedicated efforts from senior leaders to role model customer-focused behavior and drive cultural change. 3) Aligning the entire organization, including employees, processes and systems around meeting customer needs and expectations.

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    How to create customer focused minset

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    Customer focus mindset

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    To create a customer focus mindset across an organization requires: 1) Benchmarking the current level of customer focus using tools to measure external and internal customer satisfaction. 2) Dedicated efforts from senior leaders to role model customer-focused behavior and drive cultural change. 3) Aligning the entire organization, including employees, processes and systems around meeting customer needs and expectations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    88 views4 pages

    Customer Focus Mindset

    Uploaded by

    songaonkars
    To create a customer focus mindset across an organization requires: 1) Benchmarking the current level of customer focus using tools to measure external and internal customer satisfaction. 2) Dedicated efforts from senior leaders to role model customer-focused behavior and drive cultural change. 3) Aligning the entire organization, including employees, processes and systems around meeting customer needs and expectations.

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    © All Rights Reserved
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    of 4

    HOW TO CREATE

    A CUSTOMER FOCUS MINDSET?

    page 1
    GETTING NEW CUSTOMERS COSTS A FORTUNE. LOSING THEM CAN SEND YOU BROKE. THERE IS ONLY ONE
    MEASURE OF CUSTOMER FOCUS AND THAT IS CUSTOMER LOYALTY. WHEN YOU FAIL SO DOES PROFITABILITY,
    AND YOUR COMPETITORS TRIUMPH. BUT THIS NEED NOT BE SO. YOUR WHOLE ORGANIZATION, NOT JUST YOUR
    ‘CUSTOMER FACING DEPARTMENTS’ EXIST TO PROVIDE VALUE FOR CUSTOMERS. THIS REQUIRES COMPLETE
    CUSTOMER FOCUS IMMERSION.

    CEO STUDY FINDS CUSTOMER FOCUS IS NUMBER ONE


    IBM’s 2010 global CEO study found eighty-eight percent of all CEOs picked
    “getting closer to the customer” as the most important dimension to realize their
    strategy in the next five years.

    CEOs are convinced that their organizations must be connected (or reconnected)
    with customers and keep on learning how to strengthen those connections. They
    recognize that getting closer to customers will require new approaches and a new
    mindset. They are more committed than ever to taking personal responsibility for
    leading a stronger customer focused culture. i

    WHERE DO I START?
    First you need to get the facts about your current situation. For example, to begin a
    To deliver value to weight loss program you start by getting on the scale and facing reality. Understand-
    ing the extent of customer centricity in your organization and team is no different.
    customers requires a
    First measure and benchmark your customer focus on those activities within your
    customer focus mindset organization that drive customer satisfaction and retention.
    in which people across
    Two validated tools are available for benchmarking customer focus. These are easy
    the entire organization to use and understand.ii
    understand their customers 1. MRI measures the behavioral heartbeat of an organization with reference to its
    and act from a customer external customers, competitors, broader external environment, collaboration
    perspective. and alignment. Each of these factors has a measurable impact on customer
    satisfaction and business performance.
    2. CRI is used to measure customer focus with reference to internal customers
    relevant for back-office functions like Finance & Administration.

    Both tools work well together to provide quantitative measures on the level of cus-
    tomer focus and can predict where an organization is heading in terms of customer
    satisfaction.

    The benchmark results are all important to understand which strategy is required by
    your organization to deliver the best customer value both internally and externally.
    If there is weakness in all or most factors, a complete rewiring may be necessary.
    More frequently, you can build on strengths and rewire just one or two factors that
    are particularly weak.

    HOW TO REWIRE
    It comes from the top
    Rewiring for a customer focus mindset into the psyche and actions of an organization
    requires a dedicated effort from the top. Senior leaders are important customer focus
    role models. They must be visible, relentless, passionate and committed to increasing
    value delivered to each customer. They need to become heroes. Ask John Stanhope,
    CFO of Australia’s Telstra and Charles Lawrence, General Manager of Franke USA.
    Both have undertaken customer-centric transformations of their Monitor customer culture and customer satisfaction
    organizations over the last two years with considerable success. Periodically measure the drivers of strong customer focus
    In Telstra’s case, not only has the 2400 strong Finance & culture against targets and introduce initiatives to transform
    Administration group become more efficient and aligned with ‘weak spots’. Continue to monitor customer feedback and sat-
    its customers’ needs, but at least $16 million in annualized isfaction. Do you measure the level of your customer focus?
    savings have resulted directly from the service culture initiative.iii
    Study top performing organizations in customer service
    At Franke, an MRI was conducted over two successive
    The top performers have purposefully rewired the mindset
    years. After the first MRI, strategic decisions to increase
    of people at all levels to place the customer at the forefront
    service levels in the call center and in the supply chain were
    of thinking and action. Studying organizations like Apple,
    implemented. These moves rubbed off on other functions
    Zappos and Ritz-Carlton show how it is done. John and
    with a substantial improvement in strategic alignment of the
    Charles show what first steps can be taken to change things
    business around a customer focus. One year later sales were
    for the better. What best practices have you incorporated in
    up 12% and the bottom line had nearly doubled. A second
    your business recently?
    MRI showed all customer focus factors significantly higher.iv
    Are you personally modelling customer-focused behavior?

    Empowered employees IT'S TIME TO ACT!


    As well as top leadership role modelling and support by the
    senior management team, a customer focus culture has to be
    spread through-out the entire workforce. One of the most MarketCulture Strategies and its partners provide
    important aspects is creating an empowered workforce of expert services that make customer focus a lasting part
    employees who are committed to the customer and believe in of the fabric of your organization. We can diagnose how
    the company. They need to be able to make a direct connec- well your company performs on critical market-driven
    tion to how they contribute to customer value and satisfaction. behaviors, providing you invaluable insight into how
    Can everyone in your organization make that connection? you benchmark with other organizations. And with our
    partners, we are trusted advisors in helping your organi-
    Alignment around a customer-focused vision
    zation effectively navigate the change journey.
    The leadership, vision, values and the strategy and ways of
    working must be aligned around customer-centric ways of
    thinking and doing. These need to be supported by structure,
    processes, systems and people. Every action is moulded by a Get additional free resources
    commitment to meeting and exceeding customer expectations. Go to our website and download additional free resources
    Is this how your business is designed? that can help you get your customer focus improvements
    started on the right foot.
    A critical mass of people are engaged
    www.marketculture.com
    People need to be engaged at a personal level to gain buy-in.
    ‘Bright spots’ of exemplary customer focus behavior in the
    organization can be used as tangible illustrations. They provide
    motivating stories, mentors and applied training of best prac- i  “ Capitalizing on Complexity: Insights from the Global Chief
    Executive Officer Study”, IBM, 2010.
    tices. Measure progress at the individual, team and functional
    ii The Market Responsiveness Index (MRI) measures those
    group levels. Reward and recognize people that embody the
    behaviors relevant to external customers, competitors and the
    desired culture. Align internal systems including performance external environment that drive business performance. The Cus-
    review processes to embody and support customer focused tomer Responsiveness Index (CRI) measures the customer
    behaviors. Do you specifically recognize and reward customer- centricity of back-office functions like Finance in relation to
    focused people/teams? their internal customers. Both are proprietary services of
    MarketCulture Strategies.
    iii See “MarketCulture Hero – John Stanhope”, A case/video by
    MarketCulture Strategies, July 2010 and “Rewiring the financial
    With a benchmark you can build on mind”, Shaun Drummond, CFO Magazine, July 2010.
    strengths and rewire just one or two factors iv See “MarketCulture Hero – Charlie Lawrence”, A case/video by
    that are particularly weak. MarketCulture Strategies, October 2010.
    MarketCulture Strategies
    112 Las Brisas Drive
    Monterey, 93940, CA
    Telephone: +1 800.817.8582
    San Francisco, New York, Sydney

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