Many B2B organizations recognize the importance of focusing on customer experience in order to drive results and growth—being customer centric is simply good for business. Despite this, most companies are not quite there yet. According to Forrester, only 23 percent of B2B companies have embraced a customer centric approach to their organizational structures. Becoming a customer centric organization may seem like an overwhelming challenge, but making the investment in this culture shift is worth it. When striving to become a more customer-centric company, consider the following strategies to ensure success.
Create Corporate Clarity
Building a culture of customer centricity requires a clear vision and set of values to create a shared foundation. These ideals must be reflected in the actions, behaviors, and thoughts of both leaders and employees when making decisions. The message of customer centricity should be distributed clearly and consistently throughout the organization via meetings, everyday conversations, emails, and company message boards over a sustained period of time. Throughout the transformation to a customer centric culture, reiterate the vision in multiple ways and make it part of the company’s DNA to keep people motivated and engaged.
It’s also important to recognize that just spreading the vision of customer centricity is not enough to create lasting change. It’s essential that every person sees their part in the vision and knows what individual changes they need to make in order for it to become reality.