How to start a customer-centred approach

Satisfying customers is the source of sustainable value creation and this applies to

both to B2C and B2B

When starting a customer-centred approach, self-perceptions are useful but

you shouldn't rely only on them,

Further…

you shouldn’t start with self-perceptions or assumptions

Instead…

Start with your customers

You just may consider your self-perceptions & assumptions after having gathered & studied

real data.

But,… what data?

Try answering this…

Who are your customers? What can you tell about them?

Answer these questions both from a quantitative & qualitative perspective

In doing so, pay attention to how customers choose a service

How customers choose a service

*** *** ****

Need recognition

Evaluation of alternatives

Info search Purchase Post-experience

evaluationCustomer experience

Sources of informationInternet Web Word of mouth

Understand if it will fulfil their needs Reduce RISK

Time Financial Performance Social Psychological Understanding

Info search

How customers choose a service

}Adequate Service

Desired Service

Zone of Tolerance

Predicted Service

VISIBLE INVISIBLE

People Physical evidences KPI Process

Experience qualities Credential qualities Process

Evaluation of alternatives

Customer experience

How customers choose a service

e-service Quality:Efficiency Fulfilment Reliability Privacy

Responsiveness Compensation Contact

Post-experience evaluation

How customers choose a service

Bearing in mind how customers choose a service, you should consider…

How is this journey for your current customers & prospects?

as well as, !

what are they needs and expectations?

Welcome to your customer’s world!!

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HUMAN-CENTRED SYSTEMS

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