Shaping a Customer Centric Culture (SCC)
Developing a customer-centric culture in an organization can be an exciting and highly challenging undertaking. It is exciting because it can take you on a unique and rewarding journey offering rich experiences, invaluable insights, and excellent outcomes.
Moreover, it is challenging, because – like any change management initiative – there will be several hurdles to overcome along the way.
To succeed in this journey, it is critical that the approach should base on sound frameworks and processes. Having an active consulting framework helps you to identify appropriate courses of action that will minimize the risks you take, and maximize your chances of success.
The Shaping a Customer-Centric Culture consulting process is based on three such frameworks:
- The TMI 5-Box Model
- Customer Centric Persona Model
- SCC Process Architecture
Whereas the Customer-Centric Persona Model helps to identify the desired state, the 5-Box Model contributes to determining all the actions we need to take. Finally, the process architecture defines all methods we need to establish to implement the previous two successfully.
The TMI 5-Box Model
TMIʼs 5-Box Model is a framework for developing a customer-centric culture in your organization. The model covers all elements of an organization and ensures that these are in alignment with each other. For an organization to be truly customer centric, it has to be customer-centric across all the five boxes.
A fundamental and requirement for successful culture transformation in an organization is a strongly felt need, a healthy dose of urgency, and the full commitment of leadership towards the change process. This need and responsibility then cascade down the levels, mobilizing everyone in the organization.
Sustainable culture transformation requires that the change is all-inclusive. Hence, for such a cultural shift to happen, top management, departments, and employees must be all aligned to the goals, values, and strategy of the company, and each employee needs to have a clear “line of sight” to the customer.
Most people interpret and judge organizational values of their organization based on behaviors of top leadership. In TMI, we call these behaviors signals that when translated into the right messages and actions, can successfully reinforce the brand promise to customers.
The skills box demonstrates the capabilities and competencies that the organization.
Customer Centric Persona Model
Putting People First™ (PPF) is TMI’s philosophy of a customer-centric organization. Its essence is that the level of external customer service cannot exceed the level of internal service.
The PPF philosophy is built around eight elements that shape the customer-centric persona of an organization:
- Shared customer-centric vision
- On-going focus on customers’ needs
- Accountable and empowered staff
- Willingness to change
- Engaged employees
- “We” culture
- Internal customer orientation and
- Inspirational leadership & management
The Customer-Centric Persona Model illustrates how these eight elements work together to create a customer-centric persona of the organization.
SCC Process Architecture
For an organization development initiative to be successful, it must be built on robust processes. The SCC Process Architecture covers methods you must establish to be successful:
- Managing for results
- Operating processes
- Enabling processes