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    The document discusses customer centricity and how organizations can become more customer-centric. It defines customer centricity as aligning a company's products and services with customers' wants and needs in order to increase long-term profits. An ideal customer-centric organization records and utilizes all customer interactions, has a culture focused on rewarding good customer treatment, and analyzes customer trends to effectively reach target markets. The document then provides two case studies of highly customer-centric companies: Amazon, which innovates with a focus on customer value through services like Kindle and drone delivery, and Zappos, which provides an excellent customer experience through features like free shipping and returns.

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    The document discusses customer centricity and how organizations can become more customer-centric. It defines customer centricity as aligning a company's products and services with customers' wants and needs in order to increase long-term profits. An ideal customer-centric organization records and utilizes all customer interactions, has a culture focused on rewarding good customer treatment, and analyzes customer trends to effectively reach target markets. The document then provides two case studies of highly customer-centric companies: Amazon, which innovates with a focus on customer value through services like Kindle and drone delivery, and Zappos, which provides an excellent customer experience through features like free shipping and returns.

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    345 views12 pages

    Udaan

    Uploaded by

    popun_007
    The document discusses customer centricity and how organizations can become more customer-centric. It defines customer centricity as aligning a company's products and services with customers' wants and needs in order to increase long-term profits. An ideal customer-centric organization records and utilizes all customer interactions, has a culture focused on rewarding good customer treatment, and analyzes customer trends to effectively reach target markets. The document then provides two case studies of highly customer-centric companies: Amazon, which innovates with a focus on customer value through services like Kindle and drone delivery, and Zappos, which provides an excellent customer experience through features like free shipping and returns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 12

    Business Excellence through Customer Centricity

    Slide No. 1
    J K PAPER …….Creating Lasting Impressions
    CUSTOMER CENTRICITY ???

    • Customer centricity is not about to be


    nice with customer.
    • It is not a philososphy.
    • It is not something that can be
    fostered through company mission or
    any handbook.

    • It is a strategy to align company


    products & services with the wants &
    needs of its most valuable customers.
    & this strategy has a specific aim –
    more profits for long term

    J K PAPER …….Creating Lasting Impressions


    The Ideal Customer-Centric Organization

    • Customer is king (not pauper)

    • For B2C (business to consumer) - Combination of point-of-sale


    transaction data and loyalty cards
    • For B2B (business to business) – traditional approaches
    (purchase orders, sales orders, etc.), Electronic Data
    Interchange (EDI) of same, Enterprise Resource Planning (ERP)
    software with intranet access for business partners
    • Customer interactions are recorded, remembered, utilized
    (action)
    • Corporate culture focused on rewards for how customers are
    treated

    J K PAPER …….Creating Lasting Impressions


    customer Analysis
    The process of understanding customer trends, global
    customer markets, models to predict purchase and
    consumption patterns, and communication methods to reach
    target markets most effectively

    Customer-Centric Organizations

    A strategic commitment to focus every


    resource of the firm on serving and
    delighting profitable customers

    J K PAPER …….Creating Lasting Impressions


    Market Analysis
    customer
    Company
    Environmental
    Political/Legal

    Implementation Segmentation
    in Marketplace Demographic
    Situational
    Psychographic

    Marketing Mix
    Product, Brand,
    Price, Place
    Promotion, and
    7Rs

    J K PAPER …….Creating Lasting Impressions


    J K PAPER …….Creating Lasting Impressions
    CASE STUDY – 1 AMAZON- ONLINE SHOPPING WEBSITE
    Vision statement as “We seek to become Earth’s most customer centric company”
    Founded in 1994, Amazon is among the first companies to leverage the power of the Internet. While it
    started as an online bookstore, Amazon then went on to become a $430 billion worth company. Here
    are the secrets:
    Keep your ear to the ground:
    Every manager at Amazon, including the CEO, spends two days every two years at the customer service
    desk. This ensures that he is listening to the customers and understanding their needs. As a
    consequence, every single employee has the customer’s perspective in mind all the time.
    Have a customer centric leader at the helm:
    Founder and Chief Executive of Amazon.com, Jeff Bezos is known to be a customer obsessed leader.
    During the earlier board meetings, Bezos would leave a chair empty in the room, asking the executives
    to assume that it belonged to the most critical and crucial member of the company – the customer. &
    askvhis employees to take all their decisions bearing the customer in mind.
    Innovate with the focus on the customer:
    Always helped the customer to derive maximum gains. From The Kindle to Drone delivery, all of
    Amazon’s innovations are aimed at adding value to the customer.
    Amazon Prime, initially a membership-only delivery service which has since morphed into a service
    enabling users to download music, stream movies, access unlimited cloud storage, order food delivery
    to home or office.

    J K PAPER …….Creating Lasting Impressions


    J K PAPER …….Creating Lasting Impressions
    CASE STUDY – 2 ZAPPOS- ONLINE SHOPPING WEBSITE

    Founded in 1999
    • Zappos is a service company that happens to sell shoes,
    clothing, handbags, eyewear, watches.

    UNIQUE FEATURES
    • Free shipping both ways. 365-day return policy.
    • 24X7 & 1-800 number on every page
    • Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
    • Over 1100 brands,150,000 styles, 800,000 unique UPCs,3 million pairs of shoes.
    • Photographed in multiple angles & 100% of products inventoried (no drop ship).

    J K PAPER …….Creating Lasting Impressions


    J K PAPER …….Creating Lasting Impressions
    THANK YOU

    Slide No. 12
    J K PAPER …….Creating Lasting Impressions

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