Customer Centricity is central to all activities between 2 parties having a relationship. We need to understand that the relationship could be based on an exchange. It could also be how a business attracts the attention of a potential customer who is yet to have a relationship with the business.
All businesses are looking to make customer centricity the corner stone of their business because customer satisfaction is now a basic business requirement. Individual customers are treated separately as the Technology and systems provide the infrastructure to be able to tailor the customer service.
All business and even non-business activity has a customer and addressing his or her need is what customer centricity is all about. We often ignore the impact of non-business ventures such as trusts and NGOs in driving the culture of customer centricity.
While customers are important in this value chain, the support for the value chain is from the technology that is used to support all activities to gain customer mind share and recall. A good customer centric approach will be able to create brand ambassadors out of customers and hence it is no longer a added service but a basic business need for all businesses.
While the words and technology are new, the approach in itself tries to be innovative as it is as old as human civilization, Technology has increased the reach of business to their customers in multiple geographies and the apparent physical distance is reduced drastically. Technology has helped customer centricity become a product in itself.
Product or service, all conversations dealing with a customer anchor around customer satisfaction and happiness. The prospect of repeat sales and a strong brand ambassador is enough to make customer satisfaction a business anchor. Customer centricity is no longer something that raises cost after sales, it is now being seen as a sales support activity.
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