- Peter Drucker.
Customer centric approach comprises of sequential and collaborative efforts at understanding the voice of the customer (VoC) and includes:
- Customer insights.
- Customer focus.
- Customer solutions.
- Customer management.
- Customer process.
- Customer contact.
- Customer loyalty.
In order to understand the customer, the surest and most efficient approach is to take the basic concept of business process mapping and re-modelling it in a certain way that provides a dedicated focus on the customer. This process is defined as “Customer mapping”.
The information arising out of customer mapping helps the company to improve or redesign its internal business processes that lead to the making of its product (or services).
Customer mapping allows a company to focus on the actions a customer must take in order to purchase its product (or services). That is, customer mapping provides the company with a complete overview of its customer’s journey. The company can then evaluate and devise ways to determine what it can do to enhance the perceived value of its goods (i.e. product or services).
The customer map also helps identify unnecessary actions a customer must take to buy its product, as well as redundancies, wasted time and rework that diversely affect the customer’s buying behavior.
Following 8 steps facilitate to become a Customer- centric organization-
- Define your target customers.
- Learn how customers feel and perceive your company.
- Align technology, process, products and services to customer needs.
- Map and improve customer journey.
- Engage leadership and staff in the customer mapping activity.
- Transform your organizational culture and reward systems.
- Measure your performance using customer centric KPIs.
- Incorporate customer feedback into process and product (or services) innovation and design.
Shruti U. Bhat, PhD (Tech), MBA and Lean Six Sigma Expert.
She uses PDCA, DMAIC, DFSS (DMADV), QFD and Design Thinking methodologies for Innovation, New Product Development and Continuous Improvement. This ensures exponential productivity in research, checks product defects, variations and reworks. Complementing DFSS, she also employs Lean, Quality-by-Design (QbD) and Design of Experiments (DOE) methodologies to develop products faster, cheaper and state-of-the-art in quality.
She leads path-breaking product development programs for Pharmaceuticals, Medical Devices, Healthcare, OTC, Natural Health Products (NHP) and Biotech companies.
Shruti's mantra "Lean Innovation: Design Thinking, Shorten development timelines, Decrease R&D costs, bring products Fast- to- market". She works with start ups, mid-sized and growing firms and is an invited speaker at several conferences and workshops.
Books by Dr. Shruti Bhat: http://www.drshrutibhat.com/books
Social media connect:
Twitter https://twitter.com/ShrutiUBhat and LinkedIn https://www.linkedin.com/in/drshrutibhat
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