customer-centric Definition An approach to doing business in which a company focuses on creating a positive consumer experience at the point of sale and post-sale. A customer-centric approach can add value to a company by differentiating themselves from competitors who do not offer the same experience.

customer-centric

Definition

An approach to doing businessAn approach to doing business

in which a company focuses on creating a positive consumer experience

at the point of sale and post-sale.

A customer-centric approach can addvalue to a company by differentiating value to a company by differentiating themselves from competitors who do not offer the same

long-term, mutually valuable relationship (Marketing Teacher, 2011)

economists introduced the concept of economists introduced the concept of value maximization, whereby a firm maximizes profits and customers maximizes utilization.

relates to strategy, the management of the dual creation of value

one of the key components of CRM is a good measurement process (acquisition, retention, customer migration, customer lifetime value lifetime value

An underlying premise of CRM is that customers have different needs, and thus the firm should treat them differently.

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!See the big picturehow customer fits into it

When employees act as business owners, they become aware of customer changing needs, changes in types of customers and the internal workings of the organization

!Establish an authentic human connection with each customer

Understand the basic needs:Help, respect, comfort, empathy, satisfaction, support and friendly face

!Render timely, accurate, and thorough service

Be aware of timing requirements; a. the time the customer approaches the

service areab. Transactions need to be completed at

an expected time of the customerc. Special requests should be handles with

care and client must be notifies of the reason of the delay

d. Follow-up to meet expectations of the customer,

Have a date with your blueHave a date with your bluepartner !

!Value and respond to unique customer needs.

Stop talkingAvoid distractionsConcentrate on what the person is sayingProvide feedback to the sender

We have an approach that relates economics to human values.Peter F. Drucker, The Daily Drucker

!To extend a hand to repair and strenghten relationships with customers who are upset or angry.

They are difficult to handle because:They are tired or frustrated.They are confused and overwhelmed.They are defending their ego and self-esteem.They have never been in similar situation before.They feel ignored. Nobody has listened to them.They dont speak and understand the language as well.They have been treated poorly in similar circumstances in

the past.They are in bad mood and take it on you.They are in a hurry or have waited an extended period of

time for service.

Goal is to not only meet

but to exceed their expectations.

Face-to-face communication is the richest medium because you can see and respond to others instantly.

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see and respond to others instantly. use nonverbal communication like smiling. use your own natural speaking style.

Answers: see and respond to others instantly. use nonverbal communication (body movement, vocal tone, facial expression) to clarify and reinforce messages. use your own natural speaking style. convey your personal feelings and emotions.

American Marketing Association, (2005). A Customer Relationship Management Roadmap : What is Known, Potential Pitfalls and Where To Go, Journal of Marketing vol.69 (October) pp. 155-166.

Payne, Adrian and Pennie Frow (2005), A Strategic Framework for Customer Relationship Management, Journal of Marketing,69 (October), 16776.

Craig, Bailey, (2005). Becoming Customer Centric. Leader Values Russ-Eft, Darlene. (2004) Customer Service Compeptencies : a Global Look.

Routledge : Human Resource Development International.Martin, William B. (2001). Quality Customer Service : How to Win with the Martin, William B. (2001). Quality Customer Service : How to Win with the customer

Pearce, Craig. (2010) The Drucker Difference : What the Worlds Management Thinker Means to Todays Leaders. New York : McGRaw Hill