The myth of customer centricity

Customer insights

Customer strategy

Proposition & innovation

Customer journey

Digital touch points

2

75% of the organisations has

customer centricity in its

mission or strategy

3

COMPLAINTS

SERVICE

WEBSITE

WEBSHOP

PRODUCT X REGION A

TEAM B

COMPANY

[Customer experience =

Sum of experiences by

customers

Consistent, valuable,

differentiated experiences

Approach to improve

customer satisfaction,

service, loyalty

]

5

2. Customer strategy

3. Innovating proposition

4. Customer journeys

5. Touch points

innovation

1. Customer

insights Customer

Experience

Source: Customer experience in de praktijk

Copyright © 2014 Capgemini Consulting. All rights reserved.

Website / web shop

All touch points seen from the viewpoint of your customers

Shops

Account management

Social media

*Including phone, email, chat, social media

Customers using

multiple channels &

touch points

Customer Journey A: ‘Product comparison’

Touch point

Contact centre*

x

x

x

x

x

x

x x

x

x

Channel switch Illustrative only Wow moment

manfred.van.gurchom@capgemini.com

The myth of customer centricity

Customer insights

Customer strategy

Proposition & innovation

Customer journey

Digital touch points