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Align Your Organizational Culture to Your Customer-Centric Strategy

PUT YOUR SURVEY TO WORK ALIGN YOUR ORGANIiZATIONAL CULTURE TO YOUR CUSTOMER-CENTRIC STRATEGY - CREATE ADVANTAGE CEB's ClearAdvantage framework measures engagement, alignment, and agility–three universal competencies for every successful organization. It also assesses whether your organizational culture demonstrates the key capabilities known to support your business priorities. BUSINESS PRIORITIES AGILITY SUSTAIN ADVANTAGE 2$ SCALE SOLUTIONS BUSINESS MODEL (MERGER/ ACQUISITION) QUALITY INNOVATION LOW-COST CONTINUOUS IMPROVEMENT TRANSFORMATION STRATEGY LEADER CUSTOMER CENTRICITY STRATEGICALLY ALIGN YOUR PRODUCTS AND SERUICES WITH WANTS/NEEDS OF YOUR MOST UALUABLE CUSTOMERS CHALLENGES IN ACHIEUEMENT Customer centricity is far more than designing the right products to meet customer needs or delivering an excellent customer experience. PRODUCT-CENTRIC / US. CUSTOMER-CENTRIC CUSTOMER-FOCUSED BASIC PHILOSOPHY We'll sell to whoever Our customers are will buy; also pleasing at the core of all customers in the our decisions. process BUSINESS ORIENTATION Relationship-oriented Transaction- oriented KEY COMPETENCY Product development Customer segmentation and prioritization MANAGEMENT CRITERIA Portfolio of customers, Portfolio of depth and breadth of customer relationships products PERFORMANCE METRICS Number of new products, Customer loyalty, equity market share and lifetime value SURUEY DESIGN TO SUPPORT A CUSTOMER-CENTRIC CULTURE If innovation is your business priority, use the ClearAdvantage approach to create a culture that supports it. Using research*, we have defined the following key success factors of Motivation, Information and Coordination – and the capabilities that drive them. INFORMATION Ability of the organization to generate, disseminate, and use superior information about customers and competitors. MOTIVATION SAMPLE CAPABILITIES: • Customer insight • Information management Set of beliefs prioritizes the customer's interests. SAMPLE CAPABILITIES: • Understanding the perspective of the customer • Putting the customer first COORDINATION Coordinated application of inter-functional resources to create superior customer value. SAMPLE CAPABILITIES: • Knowledge sharing • Collaboration • Decentralized decision-making *Day, George S. “The Capabilities of Market-Driven Organizations," Journal of Marketing, October 1994. pp. 37-52 Using the ClearAdvantage approach, your employee survey can become a strategic tool to assess whether your organization has the critical capabilities it needs in order to execute successfully on its business priorities. CEB TO LEARN MORE ABOUT CEB'S ClearAdvantage APPROACH, VISIT www.cebglobal.com/workforcesurveys WHAT THE BEST COMPANIES DO @CEBSURVEYS survey-solutions@executiveboard.com 1.866.754.1854 ALIGNMENT NGAGEMENT

Align Your Organizational Culture to Your Customer-Centric Strategy

shared by kellyhaller on Nov 20
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Is your business culturally aligned to achieve customer centricity? Learn the difference between being customer focused and customer centric.

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CEB Global

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Business
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