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Customer Centricity

"Customer Centricity" is the latest buzz-word across the globe. Be it a banking organization, a telecom company, an insurance firm, an IT services organization, an entrepreneurial venture or a retail business.

At a high level, "Customer Centricity" translates to the following:

Know Your Customer What this entails is to:

Know the Customer Profile - Based on the business that an organization is in, information about the customer profile varies. For e.g.: In a B2B scenario, customer profile includes information on the organization's history, its vision, its values, its offerings, its management, its employees, its location, its clients, etc.

Know the Customer Plans - An overall understanding of where the customer is headed is important. What are the short term, medium and long term plans? And more specifically, what the customer is planning with respect to the offerings relevant to your organization.

Know the Customer Priorities - This will help in getting insights to the customer's point of view; specifically on where they would be willing to invest their time, their money and their resources.

Know the Customer Preferences - Every customer has their unique preferences. Investing time in learning these enables an organization to align and position their offerings accordingly.

Understand Your Customer: The next step is to process all the customer information to understand the customer. Many organizations do a great job of information capture but forget to do the required due diligence to understand the customer. What it translates to is:

Get the Big Picture - This means processing and analyzing the customer information to get a holistic view of the customer. If an organization is able to piece the big picture from the customer's point of view, they usually are able to successfully work with the customer.

Identify the Requirements which are relevant to your organization - An organization needs to have the required maturity and business acumen to extract customer requirements relevant to their business context and offerings.

Service Your Customer: The third step is to service your customer's requirements as per the pre-defined agreements. Typically the date of completion, quality and scope of work is non-negotiable. What is important in the long run is to consistently honor these contractual commitments.

Invest in Customer Relationships: Building customer relationships is the one of most important step in Customer Centricity. However, also the most overlooked. This means building meaningful long term bonds with the customer - One which provides the opportunity to play additional roles and wear alternate hats - that of an advisor, a mentor, a true consultant, a confidant, a strategic associate, and lastly that of a valued partner.

About Author

Nischala Murthy Kaushik- Global Marketing and Thought Leadership - AWS Cloud and Blockchain, Wipro, Ltd.

Nischala Murthy Kaushik is currently Global Head of Marketing AWS Cloud and Blockchain. In her current role, she is responsible for end-to-end marketing strategy including a mix of offline and online marketing initiatives aligned to strategic business priorities. Her focus is on gaining global mind-share with customers, partners, analysts and industry community by crafting an integrated messaging to ensure one voice across all brand communications. Her charter also includes design of thought-to-finish strategic outreach programs through a differentiated influencer engagement strategy.

To her credit, she has been responsible for winning 7 global awards across her portfolios through simplification of messaging via storytelling, integrated GTM (go-to-market) strategy and creative digital, social, content marketing programs. She is a recognized expert on Thought Leadership strategy (with byline in NewsCred , Marketo ) and has developed a process for exceptional digital delivery of content across all social channels with a 100% Say : Do ratio for content initiatives. She strives to move the dot on quality of content and speed & agility of content creation through a well-defined content life cycle process which provides holistic impetus for content architecture, design and planning; and industrialization of content production through tools, templates and trainings.

In her career spanning more than a decade, she has shouldered diverse roles both in India and abroad (US/Europe) - being responsible for top-line growth, strategy, business innovation, thought leadership, marketing, customer relationship management and project execution. Nischala has done her MBA from IIM Bangalore - One of the premier B-schools in India. She is currently based in Delhi, India.

Nischala loves writing, believes in the power of words and is an avid blogger with byline in The Economic Times , The Huffingtonpost and Times of India. She was a Winner at the 2016 Rising Star Awards; a new Awards Recognition Program to highlight achievements of Top 50 female talent in India (by Barclays and WeAreTheCity) and was also featured on the Planet Earth’s Biggest List of Empowered and Inspiring Women : Made In India. Her blogs are featured among the Top Marketing Blogs in India, Directory of Top Indian Blogs and Most Widely read Indian Bloggers and Directory of Best Indian Blogs. Her claim to fame is a full-page Newspaper Interview, a TED(x) talk and being Featured in #PowerWomenAtWork – the drivers of change, 101 inspiring women aka rockstars. Lastly, she is also among the Twitterati with a mention in the Must Follow Indian Women on Twitter and 50 Indian Women to follow on Twitter

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Comments (2)

Sudeep - April 2nd, 2014

We will try to implement the above views in this Competitive business environment to retain our customers & to grab the new customers as well. In a simpler manner you have shared a lots of valuable information. Can it possible to share any other views for E - commerce & Service based industry (Professional Services) how to improve the customers network. Thanks For sharing the valuable information

custom - July 15th, 2011

Your post really helped me to understand the customer care and its importance. It has great details and yet it is easy to understand. That’s what i was looking for. I will definitely share it with others. Thanks for sharing.

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