Creating a Culture of Customer Centricity

By;Ms Rosalyn Mugoh,Managing Director,Zamara Risk and Insurance Brokers Ltd,
“Culture eats strategy for breakfast.” – Peter Drucker

Leaders in any given organization can delegate many tasks but developing the organization’s culture is not one of them. It is prudent to make hefty investments in top talent, systems and strategy, but if we fail to invest time to move beyond these in our organizations and weave the fabric of customer centricity, we miss the opportunity to advance our competitive advantage. Undoubtedly, failing to invest in a culture of customer centricity is the single most catastrophe in an organization.
In my career journey, I have discovered there are pillars of creating a culture of customer centricity which are paramount to the success and survival of any organization. These, which I have lived, I seek to share today.

The 3 pillars that form the foundation building blocks of customer centricity and are paramount to the success and survival of any organization are: –

Pillar #1 – Relationships
 
Business is a privilege not a right. It is a vindication that people believe in what you are selling. Remember this, you are in the people business no matter what you sell. Therefore, you must learn to show your customers that they are important and cared for. You must also invest yourself in building and deepening relationships with your staff without whom there is really no organization.

The truth is relationships are not built with organizations; they are built with people whether internally or externally. Simply put, relationships are the unspoken value of any given business. Authentic customer service involves showing genuine interest for your customers’ needs and interests more than you do your bottom-line. So, how deep are your relationships with customers? Puddle-deep or high seas-deep? The good news is that you get to determine the depth.

Pillar #2 – Paradigms

Mo Hardy is credited for saying that customer service is an attitude, not a department. This brings me to paradigms which are really a function of culture in my candid opinion. It is until we have a paradigm shift in our organizations, from the top, the very top, down that we will be able to foster a culture that is authentically customer-focused. This is where influence is birthed. This is where empathy flows. This is the how to serve. It is in simply changing our way of thinking. When our paradigms are in check and we can see clearly through the eyes of the customer, we move from shoving down products down their throats to providing wholesome solutions.
Pillar #3 – Re.
Remodel. Reset. Reorganize. Rethink. Re…

Do not be afraid to press the reset button. To begin again. To tweak that policy that is too mechanical. To change that business model that seems redundant. To start again. To revive that sore business relationship. To repeat that success story. To relearn the basics. To redefine your purpose and mission statement. To fail and rise again. To Re… (whatever this would mean for you as a leader and organization).

Whereas there are several pillars that support customer centricity, these are dominant game changers. In conclusion, if organizations shift towards customer centricity then we should expect increased revenue, customer loyalty & satisfaction and ultimately a solid brand.