WOBI ON CUSTOMER CENTRICITY

SESSION 1 – 2 Hours

01 WHY CUSTOMER EXPERIENCE IS EVERYTHING

• Beyond Satisfaction
• Transformation at the Speed of Customers
• Customer Insight and Empathy
• Extreme Trust

SESSION 2 – 2 Hours

02 ALIGNING YOUR ORGANIZATION AROUND CUSTOMER CENTRIC PRINCIPLES

• Align Incentives with the Value Customers Create
• How to Talk About Customer-Centricity with the CFO
• Aligning and Getting Value from Employees

SESSION 3 – 2 Hours

03 THE ROLE OF LEADERSHIP AND CULTURE IN BUILDING A CUSTOMER CENTRIC BUSINESS

• Why Culture Eats Strategy for Breakfast
• The Importance of a Unifying Purpose
• The Self-Organizing Company
• Human to the Max
• Six Leadership Behaviors of Customer-Centric Executives

01

WHY CUSTOMER EXPERIENCE IS EVERYTHING

• Beyond Satisfaction – Don’t be satisfied with satisfaction. Get your customers engaged, stimulated, involved, and committed to the success of your business
• Transformation at the Speed of Customers – Why speed and agility are paramount as the quality of the customer experience is rapidly improving in every business category
• Customer Insight and Empathy – To treat a customer relevantly you must know what it feels like to be that customer: How to understand what different needs your different customers have
• Extreme Trust – How extreme trust generates extreme loyalty, as well as customer advocacy. And what it means to always act in your customers’ interests, proactively

02

ALIGNING YOUR ORGANIZATION AROUND CUSTOMER CENTRIC PRINCIPLES

• Align Incentives with the Value Customers Create – Why it’s dangerous to measure and reward employees based solely on short-term profits or costs, rather than the long-term value created by customer-centric successes
• How to Talk About Customer-Centricity with the CFO – Keys to focusing on the economics of customers, rather than on the accounting process. Linking short-term metrics (like voice-of-customer feedback) to likely changes in the long-term value still to be created by customers
• Aligning and Getting Value from Employees – Start with job satisfaction, engagement, and intrinsic motivation. Add employee-ready systems and technologies, psychological safety, and diverse ideas, then stir vigorously

03

THE ROLE OF LEADERSHIP AND CULTURE IN BUILDING A CUSTOMER CENTRIC BUSINESS

• Why Culture Eats Strategy for Breakfast – But Also Strangles Innovation in the Crib – How a company’s unwritten rules and customs play a critical role in how any customer-centric effort is understood and implemented
• The Importance of a Unifying Purpose – How to ensure that all employees know and agree on “the direction of success” for the company – and why this unifying purpose must transcend the business itself, even the business model
• The Self-Organizing Company – When employees are both empowered and engaged with a unifying purpose, there’s no need to require them to delight customers; just let them. How to foster a customer-centric culture from the bottom-up thinking of engaged employees, and not simply from top-down rules and processes
• Human to the Max – Revealing the limitations of automation and artificial intelligence: how and when to empower employees to manage individual customer experiences, individually
• Six Leadership Behaviors of Customer – Centric Executives – Why managers at a customer-centric company will have different priorities than those in a more product-centric company, and how to instill these priorities in your own company’s management ranks