Marketsoft

CustomerCentricityA Manifesto...

THE MISSION

CCC's mission is to help business across theglobe define what customer centricity meansto them, and implement data-drivenstrategies to reach it. We do this through acombination of thought-leadership,community-based collaboration, and doingcool sh#t with data. We engage with some ofthe brightest minds in the industry to developand evolve thinking which unlike sometheory, applies directly into the real-world.

Joel Nicholson, Managing DirectorMarketsoft

The Manifesto

7 specific values critical tocustomer centric success

Priorities set in collaborationwith the CCC community

An evolving frameworkwhich drives these values

CCC = Customer Centricity Collective

(or quality over quantity)...it’s about knowing who your best customers areand building your business around them; it’s notabout trying to be great to everyone

BEST CUSTOMER FOCUS

Over Widespread Mediocrity

#1

Data-Driven DecisionsOver Status Quo

…it’s about utilising an organisation’s dataassets to make deep and conscious decisions;

not about repeating process, opinions, ordoing things based on hierarchy

#2

AGILE ADAPTIVITYOVER CONTROLLED PROCESS

...control has long been the end-

game for business, however this istrumped by the ability to listen andrespond to customer needs; that is,enduring short-term pain for thebenefit of the customer, and in thelong-term for the organisation

#3

SurprisesOver Compliance

#4

...customers expect things to be doneright, the challenge for organisations

lies in the ability to create "wow"moments whilst doing so

RelationshipsOver Transactions...CUSTOMER CENTRICITY IS BUILT

AROUND A BELIEF THAT WHEN YOURBEST CUSTOMERS ARE TREATED

ACCORDINGLY, PROFIT IS THE INEVITABLERESULT; NOT THE OTHER WAY ROUND

#5

CUSTOMER LOYALTYOVER BUSINESS METRICS...the ability to understand and measure customer loyalty

(or customer lifetime value) wins hands down over

inward facing business metrics and ultimately, reflects

an organisation's commitment to customer centricity

#6

#7 CUSTOMER UNDERSTANDING

OVER PRODUCTDEVELOPMENT

...understanding a customer's needs and placing apriority on meeting them, over developing productsdesigned to suit a lowest common denominator