Building and Sustaining A Customer Centric Culture

By Kate Feather

We will cover…

Definition of Culture Intro to Cx Culture Navigator 5 Dimensions Key Takeaways Journey to Customer Centricity

Cx Strategy Understanding Cx Design Measurement Governance Culture From Forrester’s Six Customer Experience Disciplines

For context…

Cx Strategy Understanding Cx Design Measurement Governance Culture

“The shared values and behaviors that focus employees on delivering a great

customer experience.”

From Forrester’s Six Customer Experience Disciplines

For context…

Definition of Culture

Culture Employee

Engagement

=

Culture Employee

Engagement

Customer Experience

“Culture is what people do…

…when no one is looking.”

Your customer

here.

Introducing the…

A cross-company benchmarking study with 2,721 employee survey responses.

Some companies were just starting out, and some were high Cx performers

…according to their customers

We uncovered 5 dimensions of a customer centric culture.

75%

64%

58% 48%

Cx Gotten Worse

Cx Stayed Same

Marginal Improvement

Significant Improvement

Plus, the more customer centric the culture, the more engaged the employees.

71%

62% 54%

Employee Advocates

Employee Passives

Employee Detractors

Employee Advocates give an average score across the customer centricity dimensions

that is more than 30% higher than detractors.

Average Cx Score

What are the 5 Dimensions?

hire, reward, manage

How we

hire, reward, manage

How we

make decisions

How we

make decisions

How we

work together

How we

work together

How we

talk about

What we

talk about

We regularly tell stories about customers.

What we

What we expect

expect

What we

Overall Cx Culture Score

Employee NPS (Engagement)

External Customer Experience

Summing It All Up

Key Takeaways

Performance differs across dimensions…

One dimension is a strength for all.

Being clear about expectations receives some of the highest scores overall.

Expectation setting is necessary but not sufficient.

One aspect that differentiates.

“[We need to] create a culture where we empower our associates

to take action for our clients

[Because] we tend to lend lip service to this

but do a poor job of implementing this top down.”

Practices from experts…

Hiring Practices

Empowering

Promoting

One dimension has the greatest impact on Employee Engagement and Advocacy.

Practices from experts…

Employee Opinion

Solid Actions

Cooperation and Trust

Culture Employee

Engagement

Customer Experience

Let’s go on a road trip…

to success.

Measure

Prioritize

Plan

Re-measure

The Journey to Customer Centricity

Act

The Cx Culture Score correlates with customer perceptions of your experience.

A customer centric culture has a positive impact on employee NPS.

There are 5 dimensions present in customer

centric cultures.

Expectation setting is necessary but not sufficient.

Top Cx performers align their hiring,

rewards, and management practices.

Questions?