{"id":1582,"date":"2022-03-28T20:45:00","date_gmt":"2023-09-04T20:45:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1582"},"modified":"2023-11-02T18:23:11","modified_gmt":"2023-11-02T18:23:11","slug":"customer-centricity-how-to-achieve","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/customer-centricity-how-to-achieve\/","title":{"rendered":"Customer Centricity: What Is It and How to Achieve It?"},"content":{"rendered":"\n<p>Customer centricity should be a top priority of every business. By prioritising a customer&#8217;s needs over everything, businesses can better understand each customer&#8217;s: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pain points<\/li>\n\n\n\n<li><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/08\/future-of-marketing-strategy.html\" target=\"_blank\" rel=\"noopener\">Expectations<\/a><\/li>\n\n\n\n<li>Behaviours<\/li>\n<\/ul>\n\n\n\n<p>If a business is customer-centric, brand loyalty and sales revenue greatly benefit. For over 20 years, Salesforce has helped businesses connect with consumers on a deeper level. This is why we created <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/resources\/guides\/customer-transformation-playbook-changing-company-mindsets\/\" target=\"_blank\" rel=\"noopener\">The Transformation Playbook<\/a>, a guide to bringing the customer closer to the centre of your business. <\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>The Transformation Playbook<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn how to change mindsets, connect silos, and centre around your customer.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/resources\/guides\/customer-transformation-playbook-changing-company-mindsets\/?d=inc-blog-banner\">Learn More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2022\/03\/transformation-playbook-2020-social-768x432-1.jpg\" class=\"attachment-full size-full\" alt=\"Access the transformation playbook 2020 here\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2022\/03\/transformation-playbook-2020-social-768x432-1.jpg 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2022\/03\/transformation-playbook-2020-social-768x432-1.jpg?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2022\/03\/transformation-playbook-2020-social-768x432-1.jpg?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><b>What is customer centricity and how can you achieve it?<\/b><\/h2>\n\n\n\n<p>You won\u2019t necessarily find a set definition or scale in business handbooks. Essentially,<b> customer-centricity is about making life as easy as possible for your customers.<\/b> It\u2019s important to remember it\u2019s the customers\u2019 perception of customer centricity that matters, not how you think you\u2019re doing. So you need to use <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2020\/12\/customer-feedback-best-improvement-tool.html\" target=\"_blank\" rel=\"noopener\">customer feedback<\/a> to measure success. <\/p>\n\n\n\n<p><b>But how to achieve it?<\/b><\/p>\n\n\n\n<p>Firstly, know that every employee owns customer centricity; it\u2019s not just the domain of those at the top. Meaning, you should make it easy for everyone in the business to deal with any customer issues.<\/p>\n\n\n\n<p>Give employees the tools and information they need to support customers. Encourage teamwork and collaboration between departments. And never forget that anyone can make a difference.<\/p>\n\n\n\n<p>Different teams could and should collaborate. They should also share goals and KPIs so everyone can help each other, working together on shared tasks.<\/p>\n\n\n\n<p>Listen, really listen, to front-end staff who hear from customers every day. Also, make sure you think about the end-to-end customer experience. For instance, prepare any potential bottlenecks. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>A single view of the customer for all departments<\/b><\/h2>\n\n\n\n<p>When you think about it, a centralised view of the customer is the ideal scenario, isn\u2019t it? It may be difficult to transition to a single source of truth if your business operates in silos. So it\u2019s important to keep in mind that a 360-degree view of your customers is the key to success moving forward into the <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2021\/01\/what-is-new-normal.html\" target=\"_blank\" rel=\"noopener\">New Normal<\/a>.<\/p>\n\n\n\n<p>Begin with a clear overview and layer on more and more information and context using your technology stack. Being able to see this \u2018single source of truth\u2019 will empower your employees and make it easier for them to make it easier for your customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Developing a customer-centric business strategy <\/b><\/h2>\n\n\n\n<p>Make sure your customer experiences are well-designed for both customers and the employees that support their journeys. Spending time, money, and effort on new technologies to support outdated processes won\u2019t help.<\/p>\n\n\n\n<p>Modern business processes should focus on customer-centric journeys. You can start creating your customer-centric business strategy by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Defining each task<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Picking one customer touchpoint<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Focussing on who needs to address that and the time frames needed<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Moving from company-first to customer-first practices<\/span> <\/li>\n<\/ul>\n\n\n\n<p>After addressing each of these steps, you can explore <i>new technology<\/i> options to facilitate the changes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>The importance of mindset shifts<\/b><\/h2>\n\n\n\n<p>To start, your workforce needs to have the right mindset to make the implementation of new technology a success. Most organisations commonly have one of two mindsets, Renovate and Transcend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Renovated mindset<\/b> brings a defensive strategy to business transformation. It applies new technology to existing business practices in the hope of making change.<\/li>\n\n\n\n<li><b>Transcendent mindset<\/b> looks for completely new and unique ways to do things. This is a common mindset among disruptors and start-up entrepreneurs.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d0f23f4132a&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d0f23f4132a\" class=\"wp-block-image aligncenter is-resized wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/develop-customer-centric-business-processes-one.jpg?strip=all&#038;quality=95\" alt=\"Image of the renovate and transcend mindsets. For renovate, consider how do you optimise your existing business. For transcend, consider how you create customer value in new ways.\" style=\"aspect-ratio:1.9656019656019657;width:393px;height:auto\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The organisations that are beyond the point of building from the ground up must adopt a completely different mindset. They need to <i>transform<\/i> their existing culture with the help of new technologies. This is the <b>Evolve<\/b> mindset. <a href=\"https:\/\/www.salesforce.com\/resources\/guides\/customer-transformation-playbook-changing-company-mindsets\/\" target=\"_blank\" rel=\"noopener\">Learn more<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d0f23f42565&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d0f23f42565\" class=\"wp-block-image aligncenter is-resized wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/develop-customer-centric-business-processes-three.jpg?strip=all&#038;quality=95\" alt=\"Image of the Evolve mindset. Ask yourself, how do you put your customer in the centre of your business?\" style=\"aspect-ratio:1.9704433497536946;width:412px;height:auto\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>A mindset involves a combination of leadership and business metrics that every employee must align to. All three mindset types should be present to some degree. However,<b> the executive focus should be on evolving to transform<\/b>.<\/p>\n\n\n\n<p>In order to ensure an organisation is on the right track, in terms of having the right mindset and improving <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2020\/01\/shifting-perspectives-customer-journey.html\" target=\"_blank\" rel=\"noopener\">customer journeys<\/a>, simply answer these questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Where do we see customer-centricity inside the organisation?<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What digital disruptors inspire us, and what can we learn from them?<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How can we help teams that stick to muscle memory to evolve?<\/span> <\/li>\n\n\n\n<li><i>How do we move from renovate to evolve?<\/i><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d0f23f43852&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d0f23f43852\" class=\"wp-block-image aligncenter is-resized wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/develop-customer-centric-business-processes-two.jpg?strip=all&#038;quality=95\" alt=\"Image of a chart explaining the steps to evolving your business process.\" style=\"aspect-ratio:1.0825439783491204;width:347px;height:auto\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Having the whole team on the same page is key. Customers don\u2019t want to navigate an org chart to find the right contact to solve their issue, so making sure that you are offering a joined-up, easy-to-navigate service experience is the first step on the road to customer centricity. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Using technology to achieve customer-centricity<\/b><\/h2>\n\n\n\n<p>Technology helps you make customer-centricity an act of business. And Salesforce gives you the technology stack to offer an extensive strategy that merges <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/eu\/products\/\" target=\"_blank\" rel=\"noopener\">customer relationship management (CRM), integration, and data<\/a>.<\/p>\n\n\n\n<p><b> Here are a few benefits of CRM software:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Consolidates the number of tools needed for your workforce to do their work.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Empower employees to deliver the right customer experiences at the right time.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Builds upon data with valuable insights and recommendations.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Makes customer data easily shareable.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Keeps you flexible and connected in an age of APIs, IoT, and the platform economy.<\/span> <\/li>\n<\/ul>\n\n\n\n<p>Instead of focussing on your CRM as a product, with different areas of the business using it in silos, why not make the most of collaboration tools and omnichannel capabilities? <\/p>\n\n\n\n<p><i>To find out more about making customer centricity your number one business priority, check out <a href=\"https:\/\/www.salesforce.com\/resources\/guides\/customer-transformation-playbook-changing-company-mindsets\/\" target=\"_blank\" rel=\"noopener\">The Transformation Playbook<\/a>. <\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is customer centricity and how can you achieve it? We explain what it is and why it\u2019s important to your business strategy.<\/p>\n","protected":false},"author":1,"featured_media":1584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"2178c02fbbdf4eba9cedafaffdcdf193","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[41,83,15,72,224],"sf_content_type":[],"coauthors":[26],"class_list":["post-1582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-crm","sf_topic-customer-experience","sf_topic-future-of-work","sf_topic-it","sf_topic-c-suite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Centricity: What Is It and How to Achieve It? - Salesforce<\/title>\n<meta name=\"description\" content=\"What is customer centricity and how can you achieve it? 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