Customer centricity: the new Copernican revolution

Some 450 years ago, Nicolaus Copernicus concluded that the Sun (not the Earth) is at the center of our solar system, and that the Earth revolves around the Sun, not the other way around. The proclamation caused quite a stir back in the day, but that’s what paradigm-shifts tend to do.

Today, we are faced with another Copernican revolution: customers are (or should be!) at the center of brands, its products, services or solutions – not the other way around.

A business should revolve around its customers – customers shouldn’t revolve around a business, or by extension, its products or services. It’s the Customer Journey Revolution. Like the Copernican Revolution, the Customer Journey Revolution will undoubtedly ripple well into the future, with many organizations having to evolve if they wish to stay relevant in the hearts and minds of their customers. Many businesses are already feeling the burn from not being customer-centric enough, and the last decade saw Kodak, Toys R Us, Blockbuster Video, Abercrombie & Fitch (among a SCORE of other retail outlets) all suffer for observing an ‘Operational Excellence’ strategy rather than a ‘customer-centric’ strategy. Operational Excellence strategies make sense; they lower costs and increase efficiencies – but therein lies a very serious downside: when your eyes are only focused on the organization, your ass is facing the customer.


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There are several benefits to your organization for implementing more consumer-centric principles and establishing a consumer-centric culture. And there’s even more good news: it needn’t be a difficult or time-intensive process!

In a series of blogposts, we will unpack the Customer Journey Revolution and look at the finer details highlighted in our Customer Experience Revolution bookzine. We are going to look at the three ingredients that, if deployed correctly, will make your venture all the more successful, and help you become a truly customer-centric organization:

1. Extreme customer obsession

It’s nice to know your customer, yet it’s infinitely more important to act on that understanding. If not done on the back of a sound strategy, you may end up improving or changing the wrong facet of your business.

2. Extreme speed

In this fast-paced environment, you have to act on your understanding of the consumer… and you have to act quickly! When defining your Customer Experience program, you will eventually need a practice and process for detecting, innovating, and implementing relevant experiences – and you have to be swift in your approach. Speed and agility are key.

3. Extreme creativity

When it comes to developing your customer experience strategy, your technology and your data are your enablers, but your creativity is your driver. If you want to excel, you have to be creative.

What does it mean to be a truly customer-centric organization? Simply put, it’s developing and executing a value proposition with the consumer at the center – customer centricity means offering a product, solution, process or approach that is designed to maximize the positive impact on the customer.

Curious on what this new Copernican brand revolution entails? Download your free copy of our Customer Experience Revolution bookzine.
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