Customer Centric Service

A Cultural Journey

Your Guide

1. What is Customer Centric Culture?

2. The Benefits of Customer Centricity

3. The Risks of Marginalizing the Customer

4. 5 Steps to Customer Centricity

5. Case Study: Network Maintenance

WHAT IS CUSTOMER CENTRIC CULTURE?

Resourcing

Channels

SystemsProcesses

“…creating a customer centric culture is all about understanding your brand value and delivering it consistently to customers.”

Maximus International © 2012

Offering

Customers are engaged regularly and in a manner appropriate to them

o Age

o Connectivity

o Lifestyle

o Seasonality

o Organisation Structure

WHAT IS CUSTOMER CENTRIC CULTURE?

BENEFITS OF CUSTOMER CENTRICITY

• Brand advocacy

• Increased business performance

• Market relativity

“Zappos has become the No. 1 footwear retailer on the Web by making customer service a competitive weapon.”

Zappos online shoes became a US$600 million company in 7 years “with customer-pleasing policies like this: If the shoe fits, wear it. If not, ship it back - at no cost to you - because a huge inventory almost guarantees you'll find something else you like.”

Business 2.0 Magazine2007

BENEFITS OF CUSTOMER CENTRICITY

RISK OF MARGINALIZING THE CUSTOMER

Mistrust

Business performance sustainability

Market relativity

To be continued…

Steps to Customer Centric Service

STEP 1: IDENTIFY THE PLAYERSDefine Who You Are (Not What You Do)

We’re committed to making energy more affordable, for all Australians.

AusNet Services’ purpose is to provide our customers with superior energy and network solutions

Every day we deliver to our communities the ability to live and the energy to grow.

Define Your Customer

They have varying needs and drivers

They are outside of your business

They have choice They pay the bills

STEP 1: IDENTIFY THE PLAYERS

STEP 1: IDENTIFY THE PLAYERS

STEP 2: UNDERSTAND WHAT DRIVES YOUR CUSTOMERS

• Segment your current base

• Segment your target customers

• Net Promoter Survey

• Market research

STEP 3: ASK SIMPLE QUESTIONS

1. Where is the customer in this discussion?

2. What are the impacts on our customers?

3. How will our customers react?

STEP 4: CHECK IN REGULARLY

“Using a scale from 1 to 10 how likely are you to refer Company X to your friends or colleagues?”

“What prompted you to select that rating?”

Net Promoter Score

STEP 4 : CHECK IN REGULARLY

Use formal or informal focus groups to collect feedback

Socialise feedback and systemize solutions

STEP 5: SOCIALISE AND SYSTEMIZE

Customer Centric Service The Journey Starts with…

You