Your business practices are your company’s habits — repeatable behaviors that enable you to scale effectively. In a product-centric world, your business processes optimise how you manufacture, market, sell, and service those products. In a customer-centric world, you still need to do all of that, but you also have to think about all of your activities from the customer’s perspective.
Your goal is to make it easy for your employees to make it easy for your customers.
Well-designed customer experiences have never been more relevant. Research shows:
The only way to deliver an excellent customer experience is to enable employees at every stage of the customer journey. For example, reducing the number of steps in a transaction could be the start of a journey toward making that whole transaction “invisible” from the customer’s perspective.
Traditional approaches to the design of new products, services, and experiences usually start from a business-first or technology-first perspective. A customer-centric approach starts with the user experience, and considers the needs of both the customer and the employee, including the relationships between them.
Consider the way Uber redesigned the entire experience of getting a ride. They removed every area of friction: No standing in the rain to hail a cab, no waiting to exit your ride to pay. At the same time, they made it easy for drivers to find riders. This combination of improved customer and workforce experience revolutionised an industry.