EssayClub.com - Free College Essays and Term Papers

Customer

CUSTOMER CENTRICITY, THE ROAD TO SUCCESS

INTRODUCTION:

                        A leading global luxury hotel chain uses “it”. A leading UK bank used “it” to modify cheque handling processes with spectacular results.   The oldest Australian bank utilizes “it” to better predict customer risks. A top Brazilian bank used “it” to reduce credit losses while doubling in size.   And Coca-Cola applies “it” with 5 million of its US customers and partners including NASCAR, Inter Continental Hotels Group and Blockbuster.  

                        “It” is the practice of Customer Centricity, a concept that extends and simplifies Customer Relationship Management into a more meaningful focus.  

                        In a world where products become commodities in record time, service has become the crucial differentiator for long-term sustainable success –developing a Customer Centric Enterprise with a focus on the needs of its customers is the key to ensure sustainable success for today’s enterprises.

A Customer is the most important visitor of our premises.

• He is not dependent on us
              We are dependent on him
• He is not an interruption on our work
                He is the purpose of it
• He is not an outsider of our business
                He is a part of it
• We are not doing him a favor by serving him
                He is doing us a favor by giving us an opportunity to do so

-Mahatma Gandhi

Customer Centricity Defined

                        Customer Centricity is an enterprise strategy that is re-defining industry leaders in sectors as disparate as hospitality, financial services, retailing and consumer goods marketing.   Customer Centric enterprises are ones which:

                        Choose the customers on which to focus, targeting a portfolio of the most defensible, profitable customers with high growth potential.

                        A focus on the customer is critical for success, but how we define...