Being good at everything would be a phenomenal problem to have. Unfortunately, that’s just not the case for most of the companies in the world today. But bear with me for a moment and visualize this utopian state at your company: Marketing planning is optimized. Your go-to- market approach is winning. Operations, finance and service are all working in lock step. Everything is perfect.
If this was the case, what would you do?
Many of my members would say: look for areas of constant improvement. And many more members would say: we can be more customer or consumer centric than we are today.
Being more customer centric is a lot to bite off and chew. That said here are four design principles that can guide your own conversations on the topic:
- Start with the customer experience. The customer experience is often considered the central role in defining a firm’s level of customer centricity. MREB members, learn more about embedding customer experience with Using a Customer Journey for Synthesis and Strategy.
- Create an executive-level chief customer experience officer. Many members have expressed a keen interest in this topic – so much so that there have been some peer forum discussions on the responsibilities of the role.
- Rotate employees into customer facing roles. Many firms intent on developing a customer first culture see the value in rotating key employees into the front-line or research positions. In MREB, companies like Eli Lilly have improved customer centricity by using rotations to form a bridge between Research and other departments in the organization.
- Flatten and decentralize your marketing organizational structure. Many may consider this a bold design principle and one that diverges with centralizing a chief customer office, but it should be in the conversation. On a related note, one of the reasons members opt for a decentralized marketing structure is to place more focus on differing customer dynamics that occur throughout their markets globally. MLC members can view the Council’s overview of org structure models here.
Curious to hear from you. If you have any other design principles to add, let us know in the comments section below.