Customer Centricity has taken center stage for enterprises seeking to transform for the digitial age. Managing proactively Customer Experience wins the Triple Crown - Lower Costs, Higher Revenue and Enhanced Service concurrently.

1. Building the Case for Customer-Centricity and Outside-In
Convince your top team, your colleagues and peers, in
fact… everyone

2. Amazon did not kill the retail industry
They did it to themselves with bad customer
service
Netflix did not kill Blockbuster
They did it to themselves with ridiculous late fees
Uber did not kill the taxi business
They did it to themselves with too few taxis and
fare control
Spotify did not kill the music industry
They did it to themselves by forcing people to buy
full-length albums
Airbnb did not kill the hotel industry
They did it to themselves with limited availability
and pricing options
There is no place to hide,
and there is No mercy

4. “Customer experience is at the very top of everyone’s
priority list – from the CEO to the CMO to the CIO.
The emergence of new channels, new customer
behaviors, new design breakthroughs, new customer
expectations and new sources of customer data offer
new opportunities to improve the CX and deliver
sustainable competitive advantage.”
Gartner 2017

5. Customer-centricity is a tough sell
We have to
become
customer-centric
That sounds difficult,
veryexpensive
… and toovague

6. Why do we need to
be more customer
centric?
Convince your top team, your colleagues and
peers, in fact everyone

7. It makes money
It reduces costs
It boosts motivation
and oh, there is no choice…
Four Reasons…

8. It makes money
It reduces costs
It boosts motivation
and oh, there is no choice…
Four Reasons…

9. Often times…
The argument for
customer-
centricity is “soft
and fluffy”
I will give you a great
experience because I
really like you…

10. However there is
actually a ‘hard as
nails’ business
case
Happy customers come back, buy
more and stay longer
Through understanding specific
customer needs you can do more
value added activity
Focusing on delivering Successful
Customer Outcomes speeds up
delivery
Prioritizing Successful Customer
Outcomes identifies the stuff you no
longer need to do (removing the
friction from the process)
Employees delivering customer needs
are more motivated

11. However there is
actually a ‘hard as
nails’ business
case
Organizations that dismantle their product silos will quickly differentiate themselves
from competitors by staying profitable in an era of shrinking revenues and expanding
regulation (PWC)
“The One to One program was created for one purpose: to build a customer for life. It’s
based on a simple premise – the more a customer understands and appreciates a
product, the more likely they are to make a deeper emotional connection with that
product, and to return or to recommend the product/service to a friend.”
(Carmine Gallo, Apple)
Wireless pay TV will rapidly grow and change with 5G
Before this transformation, the cable television industry sold cable TV, period. Then
they started to sell Internet. Now they are selling wireless. Think of Comcast Xfinity
Mobile, Charter Spectrum Mobile and Altice Mobile. Along the way, Comcast also
acquired NBC Universal, which gave them loads of content.
They are doing this because the telephone companies are selling competitive television
services. AT&T, for example acquired DirecTV and transformed it into DirecTV NOW.
They expanded their IPTV service and also introduced wireless TV or mobile TV. They
also recently acquired Time Warner, which they renamed Warner Media. This gives
them their own source of new content.
New players
Today, AT&T DirecTV NOW and Comcast Xfinity are the two leading pay television
companies. Ten years ago, these two companies were not direct competitors. Today
they are. The industry has been reinventing itself over the last decade or two and it not
done yet. Competitors and the entire industry will continue to transform themselves and
grow.
IDG – October 2018

12. Better CX Correlates
With Higher revenue
Growth in Most
industries
Jon Picoult's research at Watermark Consulting,
compares the market performance of CX Leaders
and CX Laggards (based on Forrester's Customer
Experience Index).
An organization’s customer satisfaction performance, as
measured by the American Customer Satisfaction Index
(ACSI) methodology, can predict how well the firm will
perform in terms of corporate revenue and earnings growth.

13. Reason #1: It makes money

14. It makes money
It reduces costs
It boosts motivation
and oh, there is no choice…
Four Reasons…

15. Winning the Triple Crown –
simultaneously reducing
costs, growing revenues,
and improving service
Cutting bureaucracy/red-tape
reduces costs
Simplifying processes reduces costs
Optimizing work on successful
customer outcomes reduces costs

16. Needless
complexity creates
breakdowns,
rework and
unnecessary costly
activity

17. If it looks a mess, it’s because it is a mess.
Expensive, broken and takes a long time…

18. accident claim
Optimizing the Customer Experience significantly
reduces costs

19. Reduced Process Costs plus…
• Reduced Fraud
• Lower Disputes
• Reduced legal fees
• Shorter cycle times
• Lower IT Costs
• Higher renewal rates
• Increased revenues per customer
• Higher referrals
• Lower marketing cost
• Lower retention costs
• Improved Satisfaction
Optimizing the Customer Experience significantly
reduces costs

20. Reason #2: It reduces costs

21. It makes money
It reduces costs
It boosts motivation
and oh, there is no choice…
Four Reasons…

22. POSITIVITY
NEGATIVITY
INDIFFERENCE
Fact #1
Everything you do
creates a customer
emotion

23. Kill me, please
Fact #2
Customer emotions directly impact your employees
“Case study: a return to
work after sickness
absence due to mental
health”.
Flemming F (2017).

24. 69%
of employees say that
they would work harder
if they were better
recognised
49%
of employees say they would
leave their current job for a
company that clearlyrecognised
employees for theirefforts
Source: Salesforce.com, 2012
Fact #3
And employee performance
“Recognition doesn’t just come
from colleagues and managers.
It can also come from customers”

25. YOU ARE IDIOTS !!
YOU ARE
INCREDIBLE !!!
Where would you prefer to work?

26. Employees
enjoying their
work make more
profit
Happier customers (they’ll want more)
Lower levels of staff turnover
(training & recruitmentcosts come down)
Better brand reputation =access attracts
better talent
Lower levels of absenteeism
Increased employee productivity
Happy People make more profit*
> *10 Ways Having Happy Employees Can Increase Profit – Recruitloop, 2016
> Make More Money by Making Your Employees Happy - Dr. Noelle Nelson, 2012
> ”Companies that effectively appreciate employee value enjoy a return on equity & assets
more than triple that experienced by firms that don't. When looking at Fortune's '100 Best Companies
to Work For' stock prices rose an average of 14% per year from 1998-2005,
compared to 6% for the overall market.” Jackson Organization

27. Reason #3: It is motivating

28. It makes money
It reduces costs
It boosts motivation
there is no choice…
Four Reasons…

29. INDUSTRIAL
SERVICE
EXPERIENCE
FARMING INDUSTRIAL
RETAILING LEISURE
SERVICE
HEALTHCARE
Customer experience management is the new battlefield

30. Amazon did not kill the retail industry
They did it to themselves with bad customer
service
Netflix did not kill Blockbuster
They did it to themselves with ridiculous late fees
Uber did not kill the taxi business
They did it to themselves with too few taxis and
fare control
Spotify did not kill the music industry
They did it to themselves by forcing people to buy
full-length albums
Airbnb did not kill the hotel industry
They did it to themselves with limited availability
and pricing options
There is no place to hide,
and there is No mercy

31. • physical product
• digital footprint
• employees
• services
• T&C’s
• process efficiency
• reputation
• brand
• call centre
• guarantees
• social media
• price
• ethics
• leadership
• …
Customers now
assess their
complete
experience and
every interaction
The experience has become THE product

32. 75%
of the C-Suite see the
development of stronger
customer relationships as a
crucial driver of future growth
IBM, Global C-Suite Study, 2017
Customer-centricity: a condition for successful business
88%
of CEO’sare concerned about
customer loyalty and recognise
that mastery of the customer
agenda is essential
KPMG, Customer First, 2016

33. Those who build and deliver Successful Customer Outcomes will
survive those who don’t
The disrupter has you in their sight
Books Electronics Clothing Groceries
Movies
TV content
Cloud computing
Package delivery
Home services Healthcare
Industrial equipment
Pharma machines
Retail stores
Coming soon Banking/insurance Real Estate
Meal preparation Home improvement

34. Reason #4: there is no choice

35. Why do we need
to be more
customer centric?
Convince your top team, your colleagues and
peers, in fact everyone

36. OK, I get why we should do it,
but it still sounds vague to me
Getting ‘it’ precedes implementation

37. Customer-centricity is challenging, but it’s not brain surgery
There’s a proven tried and tested approach from the BP Group – The CEMMethod™ (v.11)

39. • www.BPGroup.org
www.CEMMethod.comLet’s help you get there double quick
Do you want to make your company more customer-centric?

40. Building the Case for Customer-Centricity and Outside-In
Convince your top team, your colleagues and peers, in
fact… everyone

41. Building the Case for Customer-Centricity and Outside-In
Contact us:
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UK: +44 7480 140170
E: stevetowers@gmail.com
W: www.cxobsession.com
T: @stowers
www.linkedin.com/in/stevetowers/
www.theexperiencemanager.com
www.bpgroup.org
www.stevetowers.com