Shaping a Customer – Centric Culture
Shaping a customer-centric culture in an organization can be an exciting and highly challenging undertaking. Exciting, because it can take you on a unique and rewarding journey offering rich experiences, invaluable insights and stunning outcomes. And challenging, because – like any change management initiative – there will be several hurdles to overcome along the way. In order to successfully navigate this journey, it is critical that the approach taken is based on sound frameworks and processes. Having a strong consulting framework helps you to identify appropriate courses of action that will minimize the risks you take, and maximize your chances of success. The Shaping a Customer-Centric Culture consulting process is based on 3 such frameworks:
- SCC Process Architecture
- Customer Centric Persona Model
- The TMI 5-Box Model
TMIʼs 5-Box Model
TMIʼs 5-Box Model is a framework for developing a customer centric culture in your organization. The model covers all elements of an organization and ensures that these are in alignment with each other. For an organization to be truly customer centric, it has to be customer centric across all the 5 boxes.
A fundamental and necessary requirement for successful culture transformation in an organization is a strongly felt need, a healthy dose of urgency, and the full commitment of leadership towards the change process. This need and commitment then cascades down the levels, mobilizing everyone in the organization.
Sustainable culture transformation requires that the change is allinclusive. Hence, for such a cultural transformation to happen, top management, departments and employees must be all aligned to the goals, values and strategy of the company, and each employee needs to have a clear ʻline of sightʼ to the customer.
Most people interpret and judge organizational values of their organization based on behaviors of top leadership. In TMI, we call these behaviors signals that when translated into the right messages and behaviors, can successfully reinforce the brand promise to customers.
The skills box demonstrates the capabilities and competencies that the organization.
SCCC process architecture
For an organization development initiative to be successful it must be built on robust processes. The SCCC process architecture covers processes you must establish to be successful:
- Managing for results
- Operating processes
- Enabling processes
Customer-Centric Persona Model
Putting People First (PPF) is TMI’s philosophy of a customer centric organization. It’s essence is that the level of external customer service cannot exceed the level of internal service. The PPF philosophy is built around eight elements that shape the customer-centric persona of an organization:
- Shared customer-centric vision
- On-going focus on customers’ needs
- Accountable and empowered staff
- Willingness to change
- Engaged employees
- “We” culture
- Internal customer orientation and
- Inspirational leadership & management
The Customer-Centric Persona Model illustrates how these eight elements work together to create a customer centric persona of the organization. Whereas the Customer-Centric Persona Model helps identify the desired state, the 5-Box Model helps to identify all the actions we need to take. Finally, the process architecture defines all processes we need to establish to implement the previous two successfully.