The Customer Way

The Customer Way is how we define ideal customer experiences at Veriteer to unlock sustainable opportunities and the value propositions underpinning them.

We use the Customer Way to make ourselves think, challenge ourselves and our work and adapt. We believe that by following these principles, teams and organisations can become better at organising their work around customers vs their existing products or systems.

The principles of The Customer Way are about building a customer-centric mindset from the experiential layers all the way down and into the operational and business process layers of an organisation.

They are guidelines, not a playbook to create a successful customer function.

The Customer Way is underpinned by a Customer OS (Operating System) able to support it in complex global business and enterprise-level environments. An OS might appear like overkill, until you try to design experiences, services and operating models that scale.

8 principles of The Customer Way

1. Brand purpose drives strategy. Customer strategies need to be based on a clear and consistent understanding of the brand.
2. Know your customer. Decisions should be based on a clear and consistent definition of the customer – existing or target.
3. Have a single point of control. An integrated team needs to operate under a single leadership role. This does not mean one person, but it ensures consistency of focus on the customer is sustained across the organisation.
4. Manage end-to-end customer journeys. We focus on delivering customer outcomes, not marketing outputs.
5. Experience is culture, service and product. Products are important, but experience is critical and needs culture and service.
6. Change is inevitable. Be deliberate in creating capabilities rather than solutions.
7. Effective CX does not have to be nice CX. The world does not need a better website, its needs brand-relevant experiences.
8. Measure and analyse, constantly. Maybe everything can’t be measured, but it is key to have an idea of where to aim, and make sure you check where you hit.

The principles of The Customer Way provide a simple to grasp mechanism to think of: how to align a business ecosystem around customers.