Customer-centricity

CX Project outline
• Defining a clear, compelling vision
• Outlining a value proposition
• Determining the priorities of customers
• Defining customer journeys
• Engaging the organization around the project
• And creating a performance management system.
CEM Maturity model
The dimensions of the CEM maturity model:
• Having a customer-centric vision
• Customer-centric culture
• Visionary leadership
• Employee engagement
• Customer-centric processes and tools
Some views-Peter Fader
• Not all customers are created equal.
• Create-market-sell a product and repeat-----99% of companies
mantra.
• Profits maximised through market share.
• Being customer friendly falls short of being truly customer centric.
• Which companies may gain through brand equity and customer
equity?
 Potential Roadblocks to CC culture
Culture
Culture

Structure Process
Product Centricity Customer Centricity

Financial Metrics
 Engage
Backoffice
Minicase: Catalina - Changing Supermarket
Shopper Measurement
• Catalina Inc. a Florida-based company that specializes in supermarket shopper tracking
and coupon issuing

• Built its business model on issuing coupons to grocery shoppers online when they
checkout at the cashier

• System consists of a printer connected to the cashier’s scanner as well as a database

• The information on each shopping basket that checks out via the scanner is then stored
in the database
Contd…
• Using the person’s credit card number or check number, the database links individual shopping
baskets over time

• The system then allows both manufacturers and retailers to run individualized campaigns based
on the information in the database

• For customers who use Catalina as a secondary store.- the decision to allocate a gift of say $10,
for shopping for 4 weeks in a row spending at least $40, per week in the store

• Goal is to selectively target those shoppers where the store only captures a low share-of-wallet
and to entice them to change their behavior