The Customer Centric Culture

If you’re in a customer serving role and you enjoy your job, could you please remember to tell your face?

My journey as an international keynote speaker, trainer and author specialising in sales and customer service has taken me to 29 countries over a 24-year period and the advice above is what I give as I observe people blandly serving customers whilst their face looks like they have just sucked on a lemon. In my book “shiFt your CUSTOMER EXPERIENCE” I introduce my 'C3' model, 'The Customer Centric Culture'.

Let’s explore each section of the model.

The model begins with the customer being placed first at the centre of the three interconnected circles (Venn diagram). This points to the philosophy that all decisions are made with the customer in mind. The customer comes first in all respects. For many businesses their processes or systems come first and the client becomes a distant second. In a true customer centric culture (CCC) everything happens with the customer experience top of mind. The customers’ beliefs, values and attitudes are constantly surveyed, understood and catered for.

From here, truly customer-centred organisations are great at three things that become part of the organisation’s DNA…

1. Engaging Empathy
2. A Serving Spirit
3. Palpable Presence

By ‘Engaging Empathy’ I mean the heart-centred space of really understanding the customers’ model of the world and having empathy for their situation or circumstances. The interaction is one of a true connection, not just a transactional experience where the customer service person is going through the motions.

Next is a ‘Serving Spirit’. This does not mean seeing yourself as a servant. It is about being of service. There is a big difference. To be of service and contribute is a fundamental life requirement. It makes us feel fulfilled. The best customer experience occurs when the customer feels like we have gone above and beyond to satisfy their need, issue or concern.

Thirdly, my model refers to ‘Palpable Presence’ and I use the phrase deliberately to describe the final circle… palpable. You can actually feel the level of presence you are receiving from the person serving you. They are solely focused on you and in the ‘NOW moment’ with you. In this state the customer doesn’t feel like a number. They feel like they are the very centre of your world in that moment. Nothing else matters other than THAT customer for the duration of the phone call, interaction in store or time at the counter.

If you examine the model, you will now see that great CCC organisations are brilliant at living six immutable principles of serving others, two each for each of the three main areas…

1. Demonstrate you understand your customer’s model of the world. Stand in their shoes. Know your ideal customer’s issues, challenges and pain points.
2. Stroke their values – know what motivates them.
3. Give OUT what you want BACK – foster a culture of treating clients as you would want to be treated.
4. Make them ADDICTS to your products and services by serving up their life requirements. There are 7 Universal Life Requirements that underpin everyone’s value system. We need them to be met and become addicted to things, brands and companies that serve them up. They are: Absolutes (certainty), Diversity (uncertainty), Development (growth/evolving), Importance (significance), Connection (family/team/tribe), and Trust (faith/bigger picture).
5. Be totally present and in the 'now' moment with them. No-one wants to be treated like a number.
6. Listen to their views and feedback. People feel valued and significant when they are listened to. And customers are your best source of feedback and continual improvement based on their views of the experience they received.

Notice the overarching final layer of the model. Show me a high performing customer service culture and I will show you one of continuous improvements… always looking to identify the small changes that will add up to a big difference in the customer experience ?over time.

Call to Action: How well is your team or organisation doing in creating a truly customer centric culture? Which part of the model needs work?