What is it about?
Customer centricity is not just a matter of CRM implementation. Implying all company's stakeholders in creating value for the customer is the best value feedback for the entire organization.
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Why is it important?
Although research has shown for some time now that fully cross-functional organizations and involvement of all stakeholders in the companies’ value creation is a key for success, many companies are still struggling to achieve an appropriate integration and remain silo based.
Perspectives
At the age of Web 3.0, the customer can make or break a Brand within hours. He is now an entire part of companies' business model that he can help to improve when his requests are taken care of. Customers are people who want more recognition, personalized interactions and most of all great experience all along their purchasing journey (before, during and after transaction). Price is no more the only component of customer's satisfaction: a good price with poor service will not generate you clients' advocacy and loyalty. A good customer focused company will involve all stakeholders in the process (top/down and mostly bottom/up), as happy employees make happy clients. That's a great win-win strategy !
Mrs Beatrice Grimonpont
Read the Original
This page is a summary of: The Impact of Customer Behaviour on the Business Organization in the Multichannel Context (Retail), Journal of Creating Value, April 2016, SAGE Publications,
DOI: 10.1177/2394964315627245.
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