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1、How To Succeed In Your Quest For Customer Centricity2How To Succeed In Your Quest For Customer CentricityContentsHow to succeed in your quest for customer centricity032.Collect feedback103.Analyse the data144.Make the change171.Identify touchpoints and metrics063How To Succeed In Your Quest For Cust

2、omer CentricityIntroductionHow to succeed in your questfor customer centricityTheres no denying it:customers are more powerful than ever.With ever-increasing access to information,constantly widening choice,and opportunities to share their experiences further than ever,your customers can make or bre

3、ak your business.Todays customers know they have options,and as the competition for their business increases,you need to find a way to differentiate.Many companies start at price.But focusing on cost alone often isnt enough.As many of the worlds most successful businesses have shown,you also need to

4、 look the other way and focus on improving your customer experience(CX).Research1 shows that customer-centric organisations those organisations that successfully build CX into the heart of their business deliver higher revenues,bigger profits,better shareholder returns and faster growth over the lon

5、g term.This is because customers who have a positive experience are:More likely to buy from you again More likely to try your new product or service More likely to forgive you for making a mistake More likely to tell their friends something good about you4How To Succeed In Your Quest For Customer Ce

6、ntricityHow is customer centricity any different to what Im doing now?Customer-centric organisations put their customer,not their bottom line,at the heart of their business.They focus on creating positive experiences for customers at every interaction with them.They work hard to craft an experience

7、that turns fair weather customers into die-hard advocates.They operate differently to other organisations.They listen to their customers and act on what they hear.They measure the experiences their customers have,and then use the insight to improve the products and services they offer.Customer-centr

8、ic organisations understand the secret that many dont-that by focusing on their customers and going out of their way to deliver great CX,they actually improve their bottom line,not reduce it.Regardless of the market youre in,a focus on customer experience should be a non-negotiable element of your b

9、usiness strategy.But where do I start?With customers interacting with you at so many different touchpoints,you need a structured approach to find out whats working well,what theyve found challenging,and what opportunities there are to enhance their experience.In other words,you need a solid way to m

10、easure CX.At Wavestone,we follow our very own CX measurement framework,a tried and tested approach weve used across multiple industries.Its a simple,practical and effective 4-step guide to help you listen to your customers and make the right changes to satisfy their needs,as well as the needs of you

11、r business.And throughout the next sections of this eBook,well walk you through it.A focus on customer experience should be a non-negotiable element of your business strategy“5How To Succeed In Your Quest For Customer CentricityThe CX Measurement FrameworkIn its simplest terms,this framework gives y

12、ou a way to listen to your customers and make business decisions based on real insight.It helps you know what your customers want,rather than assuming you know best,or worse still,having no consideration for their preferences at all.Ready?Lets launch straight into it,with the first stage:getting lea

13、dership buy-in,customer journey mapping and choosing the right CX metrics.Identify touchpoints and metricsGet leadership buy-inMap your customer journeysIdentify the metrics to be usedMake the changeSet up the right governanceMonitor the impact of changesKeep your customers informedCollect feedbackA

14、gree the collection methodBuild your dashboardCollect the customer feedbackAnalyse the dataIdentify issues and their root causesDevelop your recommendationsUnderstand the Return on Investment(ROI)01.04.02.03.With this being a complete framework,you need to go through all four stages if you want to t

15、ransform your approach to your customers stopping short is unlikely to deliver the outcomes you need.Youre about to take the first step in your journey.Through this eBook,youll learn the tools you need to develop an effective CX framework,both for now and into the future.Because CX isnt a one-off ac

16、tivity,but a constantly evolving cycle.By applying the framework in this eBook,youll learn the tools you need to embed it for the long term.6How To Succeed In Your Quest For Customer Centricity1.Identify touchpoints and metricsGet leadership buy-inBefore you begin your quest to become more customer-

17、centric,you need commitment from senior management.Your leaders need to believe in the importance of improving customer experience,and,where possible,you want to see it enshrined in your organisations strategy.Once you have their buy-in,its time to get started.Map the journey and identify touchpoint

18、s to measureA customer journey map is a diagram that illustrates the steps your customers go through when engaging with your company.This helps you recognise the experience customers have when interacting with your organisation.So,you can see whats working well,the most emotive parts of the journey

19、and where theres opportunity to make improvements.There are three parts to journey mapping,but when going through this section of the framework,you should always keep one thing in mind:Focus on what matters to your customers most.1.Develop a deeper understanding of who your customers areBe really cl

20、ear on who your customers are and which of them are most valuable to you,prioritising those who carry the greatest lifetime value.Start by creating a persona for each customer type to better understand their needs,expectations and typical behaviours.This will help you empathise with your customers,t

21、o get in their headspace and see the world as they see it.2.Map out the journey that they would go onTaking each customer type youve identified,detail their typical journey from start to finish.Make sure you end up with a clear view of all the different stages of the journey,and within each stage,th

22、e individual touchpoints that customers have with you.7How To Succeed In Your Quest For Customer CentricityThis should be done from their perspective,so its good to describe these as“I”statements,e.g.“I login to my account”.Avoid doing any detailed process assessment.This isnt process mapping.You ne

23、ed to walk in your customers shoes and depict the journey they go on.Focus on what it feels like to be your customer.Describe the emotions they experience at each touchpoint,and most importantly,the pain points where the journey doesnt work well for your customers and causes negative emotions.Some r

24、eally obvious pain points are likely to jump out at you,which are no-brainers to fix.So rather than waiting,you should get a team focussed on fixing them immediately.3.Identify the interactions and touchpoints you want to measureThis next stage is about deciding where in their journey its best to as

25、k for feedback.This will give you facts about your customer journeys,rather than assumptions.There may be many different points in the journey that you could measure,so how do you decide?We advise you to consider two key areas:Which interactions or touchpoints matter most to customers?Which interact

26、ions or touchpoints are likely to help you improve in ways that align best to your organisational goals?The moments that matter to customers(sometimes referred to as“moments of truth”)are those that are most likely to leave a lasting positive or negative impression on a customer.A good example would

27、 be the moment a customer tries to claim on an insurance policy,as its ultimately the reason they took out the policy.We believe it is important to work towards measuring all the moments that matter.But the key word here is towards.If you start trying to measure all key touchpoints at the same time,

28、its a bit like trying to run before you can walk.Instead,pick a few of the moments that matter the most,and start with those.But just as you shouldnt be wasting resources fixing something your customers dont care about,you shouldnt waste time fixing something that isnt a strategic priority,and not a

29、ligned to your goals.You need to walk in your customers shoes and map the journey they go on.“8How To Succeed In Your Quest For Customer CentricityIdentify the metrics to be usedHaving pinpointed the“moments that matter”and thought how they align with your organisational goals,its time to select rel

30、evant customer experience metrics.CX metrics let you assess the perception your customers have of their experience of dealing with you,so you can look at your organisation through their eyes.The most common headline metrics include:Net Promoter Score(NPS)The likelihood of somebody recommending you,w

31、hich aligns to the strategic goal of creating brand advocates.A very widely used metric.Customer Effort Score(CES)How easy it is to do business with you.This aligns well with operational efficiency and is proven to predict customer behaviours.We see this increasingly used by clients across all secto

32、rs.Customer Satisfaction(CSAT)The extent to which a customer feels that youve met their expectations in their experience of dealing with you.This would fit well with the goal of building customer trust.The above are all what we call“outcome”metrics,because they measure the outcome from the customers

33、 perspective,giving an indication of the lasting impression their experience will leave.Having decided on the outcome measures,youll need to define the input measures.These are the things you should measure at different touchpoints to determine which parts of the journey have the most impact(positiv

34、ely or negatively)on the overall experience.For example,you might survey customers who contact you via webchat by asking about how easy it was to use the service,and their impression of how easy it was to resolve their query in general.Creating brand advocatesTo do this,youll want to know how likely

35、 customers are to recommend you.Youll need to identify the points in the journey that most influence their opinion of you and trigger them to talk about you.These points will happen right across the journey.Improving operational efficiencyYou can gauge operational efficiency in many ways.A good star

36、ting point is to focus on touchpoints customers struggle to complete,or which generate lots of complaints.Your frontline staff will be great at pointing out the most inefficient interactions.Building customer trustThis ones tricky to measure,but if you break down the components that define trust,suc

37、h as consistently high quality products or simply meeting expectations,you can begin to build the measures in at the right points in the journey.Here are some simple examples of aligning to goals:How To Succeed In Your Quest For Customer Centricity9By looking at the correlation between these,you can

38、 assess the overall importance of webchat to the service experience,and track the impact of any improvements at that touchpoint to the overall perception of service effort.Measuring any of the above lets you put facts onto your journeys,so you can be certain that the improvements you make are based

39、on reality,will have an impact on the things that matter to your customers and align to your goals.After completing this first section of the framework,youll know who your customers are,what journeys they go on,what matters most to them and what you need to be measuring as a result.An example from o

40、ne of our clientsThis major Financial Services company had made a strategic commitment to becoming more customer-centric,and recognised they needed to be able to measure their customer experience to do so.We used our framework to help them set up their CX measurement process:Defining the personas an

41、d journeys We helped them identify their main groups of customers,develop personas,then map the journey those customers go on.Identifying the“moments that matter”as well as opportunities for improvement.Identifying the touchpoints Once we knew the moments that mattered,we helped them develop a measu

42、rement questionnaire that aligned to both the critical touchpoints in the process and the customer promises this client had committed to.Building the dashboard To showcase this insight in an easy-to-consume way we helped the client create a dashboard which summarised survey results and gave a pictur

43、e of how well the organisation was fulfilling its promises.This gave the business a solid foundation on which to draw out insight into what was going well,what was going wrong and why.It enabled them to take the CX-focused action to change,and helped them achieve their customer centricity goals.The

44、next stage is all about collecting useful feedback on all the measures youve identified.10How To Succeed In Your Quest For Customer Centricity2.Collect feedbackWhatWhat questions are you going to ask your customers?Whatever you ask them in your surveys should relate to the points in the customer jou

45、rney you want to measure and the metrics youre using.We find the most effective questions have both a quantitative and qualitative aspect to them.The quantitative element tells you the“what”what they think,and whether its easy or hard,good or bad etc.The qualitative element tells you the“why”why the

46、y think its easy or hard etc.For example:What=“On a scale of 1-5,how easy was it for you to do XXX?”which invites a qualitative follow-upWhy=“Why did you give this rating?”Design your surveys with your audience in mind the aim is to get the biggest response rate you can,so you should make them quick

47、 and easy to understand and complete.And the best surveys have a warm,human tone.WhenTiming is crucial.In general,the sooner you can ask customers for feedback after an interaction,the better.For example,when working with a major supermarket,we sent shoppers who had used their loyalty card an email

48、the same day,to encourage customers to share their experience while it was fresh in their minds.If you leave it too long,the emotional state the customer was in will have passed,and you wont get a full and clear reflection of the experience they had.You should also think about how often you want to

49、ask for feedback too little,and you risk not getting enough feedback,too much and you might annoy people.No one likes being asked to fill in the same survey again and again.Agree the collection methodNow youve selected your metrics,its time to figure out how youre going to collect your customer feed

50、back.There are four things to consider what,when,who and how.11How To Succeed In Your Quest For Customer CentricityWhoWhen defining a sample size the number of customers you intend to gather data from-the bigger the better.But dont sweat it if its a small sample,as its still useful insight.Its easy

51、to get obsessed about needing a bigger sample size for your data to be reliable,especially if you usually conduct quantitative research programmes where all samples need to be large.In our experience,you sometimes need to opt for a smaller sample for practical reasons and,providing you position it c

52、orrectly,it can be insightful and informative.And,if you really do need to gather more data,there are ways to build a richer picture with insight from other sources.HowWhich channels will you use to ask your customers questions?You can conduct surveys in many ways via email,SMS,social media,websites

53、,phone,etc but you need to choose the channels that work best for your target customers.And the ones most likely to generate a high response rate.Build your dashboardYouve agreed your metrics and before jumping straight in and issuing a load of surveys,you want to take a step back and think about th

54、e story you want to tell.We always say you should begin with the end in mind,and measuring your customer experience is no different.You can also use insight from other sources to help you better understand the experience.Here are three:1.Scour existing dataIf you go looking,youll be amazed what you

55、can find.Its likely youll already have useful information from which you can drive insights,such as customer complaints,or existing research.So dig into your archives and start pulling it together.2.Visit the front lineLeave your desk and go to the places customers are interacting with you.Watch wha

56、t happens during face-to-face interactions with your sales teams,listen in to customer calls,review customer emails and look at your social media channels.Customer insight is flooding in every day you just need to find it and measure it.3.Speak to your staffAsk your customer-facing employees what th

57、ey think.They can usually tell you how happy customers are in general and where the problems are.This could be through a conversation with them while youre shadowing their work,or in targeted focus groups.12How To Succeed In Your Quest For Customer CentricityA CX dashboard is a great tool to help yo

58、u bring the data together to succinctly tell a story about how well youre delivering on your customer experience goals at different stages in the customer journey,and let both you and your leadership team quickly identify whats going well and what you need to improve.Your dashboard is a living docum

59、ent that provides a summary view of your CX metrics,how they link up to your organisations strategic priorities,and how they link down to the operational metrics which drive them.Delivery of customer promises across the customer journeyAn example of a dashboard:Top 5 Positive Customer Verbatims1 The

60、 person on the phone was really friendly2 Its really easy to understand what my options are3.4.5.Top 5 Negative Customer Verbatims1 It took ages to get through to the right person2 I still havent got an answer to my questions after following up several times3.4.5.TailoredTransparentAccessibleReassur

61、edAccessible targetReassured targetTailored targetTransparent targetJourney stageResearchOpenManageUpgradeTransferCloseSample size1005025309074Response rate5%2%2%2%2%3%Top Complaint DriversOperational Metrics Linked To The JourneyReasonNo.per month%of contactsChange prev.monthCall queues are too lon

62、g7814%+2Had to follow up several times6212%-2-MeasuresThis MonthTargetLast MonthAverage length of call00:02:310:02:0000:02:40%of calls resolved first time73%98%77%-What do we want the reader to know?Whats changed since the last period?HighlightsCollect the customer feedbackOnce youve designed your s

63、urveys and built a dashboard that will tell a story with the results,youre ready to issue your surveys and start talking with your customers.As weve mentioned before,dont try and do too much at once.We find it works best to start collecting feedback on the most important touchpoints first,and then o

64、ver time expand the number of surveys you issue.Top tip:Remember that customers are human,so make sure your team is empathetic to their needs.If a customer calls to ask for the details of a recently deceased relative to be removed from your database,its wise to avoid asking them to complete a survey

65、 on the same call.How To Succeed In Your Quest For Customer CentricityThe next stage is all about analysing the data youve collected and developing your recommendations for improvements.13An example from one of our clientsWhen this outsource provider committed to improve their customer experience as

66、 part of a contract extension proposal,they knew they needed more insight on their customers and wanted to get the right data in the right way.Following our trusted framework and using our CX measurement experience we:1.Designed and ran a post-call email survey to explore how easy it was for custome

67、rs to do what they need to do and gather insight on the experience through open-ended questions.2.Listened to hundreds of calls and reviewed hundreds of emails from customers to see if their needs were being met,observe how interactions were being handled,and gather thoughts and ideas from staff.3.B

68、rought together and analysed existing data from an annual engagement survey,focus groups outputs and complaints to gauge customer expectations,the current experience and what their pain points were.This insight helped our client pinpoint the root causes of the problems in their operations and develo

69、p potential solutions.It gave senior managers a clear view of the current customer experience,what worked well and what needed to improve.Best of all,it had a direct impact on their bottom line,as we identified over 500,000 worth of potential savings from reducing the number of repeat inbound calls

70、and emails into the contact centre.Once the second section of the framework is complete,youll be armed with all the key insights you need to enhance your customer experiences.We identified over 500,000 worth of potential savings“14How To Succeed In Your Quest For Customer Centricity3.Analyse the dat

71、aBy now,youll have sent out your surveys and pulled the results into your dashboard.But before going ahead with any big changes,you should drill deeper to make sure you understand the real cause of issues,not just the symptoms.By doing this,youll fix the problem and avoid wasting resources revisitin

72、g it time and again.There are many ways of doing root cause analysis,but one of the most effective is“Five Whys”which allows you to peel away the layers of a problem by asking why five times.How to use“Five Whys”First off,gather a group of people from across your business people who can share their

73、different perspectives on the potential causes of the problem.Then write down the specific problem your customers have,and why the problem seems to occur.Think about this answer and ask why again.If you come up with another answer,write that answer down.Keep repeating this until you get to the root

74、cause.You usually have to ask the question five times.For example:The customer couldnt complete an online form.Why?There was an issue with the website.Why?A live bug had slipped through the net.Why?The testing team is overworked.Why?Recent cost-cutting measures reduced the team size.Why?The root cau

75、se here is that the testing team is understaffed due to recent cost reductions.The next step would be to develop a recommendation for resolving it.Identify issues and their root causes15How To Succeed In Your Quest For Customer CentricityThis is just one example though.There are plenty of others tha

76、t we use.Wed need another eBook to do these justice,but if youd like to find out about some of the other tools available to you,get in touch and wed be happy to tell you more.Develop your recommendationsThere are some root causes that have obvious solutions,so you can go ahead and fix them easily.Bu

77、t there are others which may take a bit more work,and will need stakeholder buy-in.We find the best way to obtain this is to develop your recommendations not as solutions or directions,but as ideas,using the following 3 steps:1.Record and evidence the problem2.Describe the potential solutions3.Prior

78、itise those solutions based on effectivenessIn its simplest form,an idea gives stakeholders more ownership of the decision.It makes them feel in control and gives you more chance of getting your solution accepted and progressing to the next step.Understand the Return on Investment(ROI)When crafting

79、the ideas to present to your stakeholders,its important to tell them a compelling story.And within this story,how you position the potential ROI of the changes is crucial.You can do this in two ways.The first is to look purely at the numbers what financial return will this solution deliver?The secon

80、d is to look at the qualitative impact what impact will this solution have on our customers overall experience and the intangible benefits that it could bring.The ideal scenario is one where you use customer insight to capture the stakeholders attention by demonstrating the emotional need for change

81、,before reinforcing this with solid figures that show it makes financial sense too.How do I use our customer insight to support my ideas?Long PowerPoint packs are great at detailing lots of data points in nice slides,but they rarely join the dots to paint a complete picture.Your job is to combine th

82、e insights youve gained with a customer perspective,taking a step back and asking yourself what is this really telling us?so that you can translate that to your stakeholders.Its storytelling,but based on hard data.For example,when walking stakeholders through our recommendations,we often play record

83、ings of real customer calls,so those in the room can hear the emotion in the customers voices,identify with the pain point and clearly see the need for change.Youre not just presenting bar charts,youre presenting a narrative that your senior stakeholders can buy into.Doing this will help you get eve

84、ryone on board and let you take the changes you want to make through to the final stage in our framework.How To Succeed In Your Quest For Customer Centricity16This fourth stage of our framework is the final step in the cycle towards achieving customer centricity.An example from one of our clientsOur

85、 client is a major global insurer who needed to get to the heart of some problems they were having with customer renewals.Their NPS was minus 6 at the end of the journey,indicating they had more detractors than promoters.Whilst not great,this wasnt disastrous,but their traditional reporting,which wa

86、s robust in terms of calculating the score,didnt bring to life what the experience actually felt like.There were several issues leading to an overall bumpy experience for customers,but there were two really big problems which we needed to bring to the foreground when describing the customer experien

87、ce.So,using the analogy of a roller coaster,we worked with the client to tell the story from a customers perspective,highlighting the pain points and the things to fix in a way that was clear and easy to digest.Once the analysis is complete,and the recommendations for CX improvement are developed,it

88、s time to make change happen.Customer Journey For Renewing A PolicyJourney stagesReceives policyReceive renewal requestPhone company to discuss optionsOptions are explainedAgree terms and renew policyCustomer emotionsSatisfied Happy ContentShocked Confused WorriedAngry Frustrated ConcernedHappy Enco

89、uraged ReassuredHelped Relieved HappyDriversReceiving a satisfactory service and feel theyre getting value for moneyCustomers receive complicated renewal documents and see a significant premium increaseCustomers phone and navigate a difficult system then end up waiting 20 minutes at peak times for s

90、omeone to answer their callCustomer speaks to a very helpful customer services agent and feelings of reassurance turn into relief as they can complete the renewal with an outcome that makes them feel valued.NPS scoreRoot causes&recommendationsLong waiting times are the main driver for customers find

91、ing it difficult to deal with this organisation.The root causes of long wait times are a poor system for call routing and poor workforce planning.Resolve the issue by implementing a two-tier staff structure,multi-channel journey&strategic call overflow.-60Poor renewal experience leaves a lasting imp

92、ression on the customer17How To Succeed In Your Quest For Customer Centricity4.Make the changeYouve got the insight.You know what needs to be done.And now you need to make it happen.To effectively deliver,monitor and champion the customer experience changes that your insight recommends,you need a cl

93、ear governance structure-an effective way to implement the changes that have been approved.Without it,youll struggle to make customer experience a real priority in your organisation.Some organisations put a senior Customer Experience Board in place,which sets direction,helps with prioritisation,prov

94、ides decision-making clout and sometimes provides funding for larger changes.Other organisations find that a more junior Customer Experience Forum works better to find out what needs to be done and then drive the root cause analysis and solution design which feeds into the normal change framework.So

95、me even have both.Customer Experience Forums and Boards work best when the group contains a mix of the following two types of people:1.Sponsors people who are sufficiently senior within your business,with enough decision-making clout to make stuff happen.2.Advocates employees from different parts of

96、 the business who are enthusiastic about maintaining and improving the journey.Advocates will also act as flag bearers for your new CX initiatives;sharing good news and excitement about the changes being made,and taking ownership for them,which will have a ripple effect on motivation.With this struc

97、ture in place,CX improvements wont feel like an uphill struggle every time you need to make a change.Instead,the forum will give you a clear structure,direction and support.This enables customer centricity to become self-sustaining in your business.Set-up the right governance structure18How To Succe

98、ed In Your Quest For Customer CentricityMonitor the impact of changesOnce youve made the change,you need to know whether its having the intended impact of actually improving the customer experience.One of the easiest ways to do this is by getting further feedback from your customers via a survey.For

99、 example,if youve launched a new service on your website,you might ask:“How have you found the new service?”or“is the service any easier to use since you last tried?”If you make several changes at once,you may be able to combine your questions into one survey,but it depends on the situation.Just try

100、 not to bombard the same customer with several different surveys.If the feedback you get is good,then its time to shout about the changes.Keep your customers informedThe final step in the CX life cycle is to tell your customers about all the work youre putting into CX and the changes youre making.Th

101、is is often overlooked,but it comes with two great benefits.Firstly,it makes customers feel valued,because they can see that youre acting on their feedback.And secondly,it gives you an excuse to promote the good things your company is doing,which is good for marketing and brand perception.A great re

102、cent example of the power of keeping your customers informed was when Teslas Elon Musk responded to a Tweet by somebody complaining about a pushy sales guy while shopping for a Tesla Model X.Whatever your views on Elon Musk or Tesla,this level of responsiveness made Tesla appear like a company that

103、cares about its customers,and prompted a flurry of fans to talk about the positive experiences theyd had at Tesla dealerships generating more good news off the back of it.Def not ok.Just sent a reminder to Tesla stores that we want people to look forward to their next visit.Thats what really matters

104、.“ELON MUSKS REPLY19How To Succeed In Your Quest For Customer Centricity19That completes our CX Measurement framework.But as youll see on the framework itself,by the time stage four is complete,youll want to go back to stage one and begin the next round of improvements.An example from one of our cli

105、entsOur client provides retailers with in-store technology which is used to sell products.The retailers are serviced through account managers,and a complex technical support process.They wanted to improve the retailer experience,so,after mapping the journeys and measuring the experience at moments t

106、hat matter,we helped them set up a Customer Experience Forum where account managers and staff could discuss the results,prioritise improvements and implement the preferred solutions.Several immediate opportunities for improvement were identified,and several more complex changes were agreed.The compa

107、ny then shared news of the changes:Briefing the retail support staff on what had been fixed Holding events for the account management teams to thank them for their feedback and tell them what changes had been made on the back of it Publishing news updates in their retailer newsletter,again designed

108、to thank them and share the changes being madeThis had a positive impact on the experience and helped strengthen the relationship with retailers something their business relies on.ResultsImprovementsSolution20How To Succeed In Your Quest For Customer CentricityWhat nextConfession:The customer centri

109、city quest is endlessYou now know the steps to take to enhance every aspect of your customer experience and if you follow this process,youll be well on your way to becoming a truly customer-centric business.But true customer centricity takes more.It takes a commitment to working through this CX impr

110、ovement cycle again,and again.It needs to become part of your DNA.Why?Because as products,services and technology evolve,customer behaviours change.And when behaviours change,expectations change.So,you need to be doing all you can to keep pace with those changes,before your competitors steal a march

111、 on you.Once customer centricity is part of your DNA,it will impact how your business is run.Youll begin to put customer considerations at the heart of every business decision even if it doesnt look like it will offer immediate financial rewards.But providing you adhere to the steps outlined in this

112、 framework understanding your customers,measuring the moments that matter,developing insight-based improvements and then implementing these through an effective governance framework your business will always benefit in the long term.Over to you.Or us.We hope this eBook has given you all you need to

113、begin your customer centricity journey,and that our straightforward,fact-based framework and advice is easy to follow.If you have the time,resource and commitment to build this CX improvement cycle into your organisation,our experience tells us that it will help you become more customer-centric.But

114、if,like many firms we work with,youd prefer us to run you through at least one cycle of the framework to show you how its done,wed be happy to.Our CX team can take care of everything for you.And we also have a CX Academy where we can train your team in leading and managing your customer experience i

115、mprovement cycle-helping you to build the capability you need to successfully continue this after weve left.Finally,if theres anything you dont understand within our CX measurement framework,or youd like to find out more about our services,please get in touch contact details are below.21How To Succe

116、ed In Your Quest For Customer CentricityAbout WavestoneWavestone is the trusted consulting partner for strategic transformations worldwide.With a worldwide presence,we stand by our clients in all regions as they develop solutions for an intensively competitive and fast-changing market.Becoming more

117、resilient and agile in a sustainable way,as technology,digitalization,and generative AI reshape industries and business operations:this is the incredible challenge we take on every day by your side.With our 360 portfolio of high-value consulting services,we seamlessly combine first-class sector expe

118、rtise with a wide range of cross-industry capabilities.Our clients value us as an independent,critical voice with an outstanding track record and profound technological expertise.During strategic transformations,they place their trust in our consultants to reflect,analyze,and act at their side.In th

119、e UK,we bring a team of experienced specialists from backgrounds in industry and consulting,across a range of sectors with deep business advisory expertise in Financial Services and Life Science.In essence we are problem solvers who thrive on helping our clients to deliver customer focused transformation to harness the power of digital and modern technology.Contact usTo talk through anything related to CX,or for help with becoming customer-centric,please get in touch today.Neil Sharp CX Specialist e: