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Customer Centricity Maturity Assessment

A maturity assessment of your company’s customer centricity is the logical starting point when you want to work more with customer loyalty.

Very few executives or managers in their right mind would say that the customer doesn’t come first. In fact, many believe the customer is their company-wide focal point; the beacon guiding the entire organization. But the real world tends to look very different. It is this reality we can shed light on with a Customer Centricity Maturity Assessment – or CCM assessment for short.

Our assessment can identify the challenges and barriers that are keeping your company from being truly customer centric – and we always find barriers. For instance, your employees may lack motivation or opportunities; or perhaps one hand doesn’t know what other hand is doing. These are no-gos if your aim is to put the customer first.

Customer centricity must permeate every facet of your organization if it is to be felt by your customers – and on your bottom line. It is as much a matter of strategy as it is culture.

What is customer centricity?
Customer centricity is about putting the customer first in everything you do. This may seem obvious, but it is actually much more complex than it sounds. Basically, it’s being able to put yourself in the customer’s place. Being able to understand their expectations, their perceptions and, not least, the situations they find themselves in – and to take that as the basis for how you interact with them.

It might mean removing unnecessary friction and barriers – such as streamlining a checkout flow on a webshop to make it as smooth as possible. Or spotting potential issues – and resolving them beforehand. Or identifying your customer’s expectations of your interaction – and exceeding them.

The concept of customer centricity is gaining traction, and companies like Amazon have demonstrated the importance of putting yourself in your customer’s place.

Why is customer centricity so important?
Customer centricity is the path toward mutually beneficial and enduring customer relations. It is the key to good customer experiences, which in turn are the key to customer loyalty. Your motivation for becoming a customer-centric company entails both the whip and the carrot.

Customer-centric companies understand that touch points are crucial – and that most customers won’t hesitate to defect if you disappoint them.

Conversely, positive customer experiences increase the perceived value, and as a result, customers are willing to pay more, to recommend you to others – and most importantly, are returning customers.

What is a Customer Centricity Maturity Assessment?
Our CCM assessment consists of four steps. First, we conduct a detailed questionnaire survey of management and staff. This survey is designed to map employee engagement, skills, opportunities and coordination in relation to customer-centric behavior. If just one of these areas falls short, it can have a significant impact on overall customer centricity. Consequently, we are extremely thorough with this particular step, because it forms the foundation for the rest of our work. The questionnaire contains 54 different metrics.

The second step is analysis of the data and reporting of our findings. This is where we share insights from the survey, and management is given access to the results down to departmental level in order to provide a clear picture of where you stand.

The third step is a workshop for management where we help you identify and prioritize the most important action areas. Customer centricity is all about putting in the effort where it has most impact.

Finally, we host an Action Plan Workshop for all relevant employees; everyone who will be responsible for successful implementation. We inspire your employees to embrace the customer-centric mindset in every aspect of their work so they “own” the process. Ownership is the key ingredient in the recipe for success.

The bottom line: Contact us!

A remarkable 84% of leaders in European companies feel they aren’t benefiting fully from their increased customer-centric efforts (Customer Fit benchmark data). So if you feel a twinge of uncertainty, you’re not alone, but take hart – you just need to go the distance.
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We have gained unique insights into the perception among staff and management of how customer centric we actually are at Lauritz.com. And we’re using the report to make plans for boosting our customer centricity. Throughout the process, Loyalty Group has given us valuable advice and guidance on both current and future initiatives.

– Carsten Rysgaard, CEO, Lauritz.com (2020)

With their CCM assessment, Loyalty Group has given us invaluable external inputs on our business and how we work with customer centricity. This includes challenging us in our customer centricity stumbling blocks – at both management and employee level.
We have always put customers first, but now we have the concrete tools to be even more customer centric, which can help take us to the next level.
I highly recommend Loyalty Group who, with their many years of experience, have helped boost our efforts with both insights and professional guidance. This is how we’ve translated this in the past.

– Thomas Kirkeby, CMO, DCS (2020)