Digital Action Field 1: Customer Centricity
The action field of customer centricity is of great importance to organizations that are seriously considering digital transformation. They are interested in improving their customers’ experience through digital tools and offering tailor-made products and services. In terms of customer loyalty, they rely on analyzing customer data to optimize their product and service offers. They also attach great importance to customer communication and interaction.
Finally, customer centricity feeds into the strategic positioning of an organization by making products and services available digitally and in a targeted manner. According to our research, the highest degree of implementation in this action field is achieved through customer focus and by identifying and fulfilling customer expectations, via great customer experiences, strategic customer and partner relationships, and by constantly innovating and testing new products and services.
Customer centricity is reflected in an organization’s ability to meet the needs and expectations of its customers by responding to them as precisely as possible. To do this, however, customers’ wishes and expectations must be captured systematically and analyzed. In addition, there must be constant contact with customers to build long-term, stable customer relationships.
Important tools for consideration in this context are:
- To collaborate and co-create together with your customers
- Using personas for better insights into your customer segments (see illustration)
- To analyze and improve the customer journeys
- Utilize design thinking for product and service innovation, and greater effectiveness
- To run customer surveys (for instance, Net Promoter (NPS) surveys) to constantly track market success and reactions
Personas help organizations to understand customers with just a few descriptions. Personas are used to develop products, improve processes and test/evaluate innovations (Marc K Peter, https://the-digital-transformation-canvas.com/).
In the next blog post, we will introduce action field number 2, new digital technology, as the foundational infrastructure for digital strategy development.
Self-Reflection Questions
Strategy questions for the digital age:
- Do you know what your customers expect from you today and in the future?
- How can you optimize, digitally guide and expand your customer experience?
- Are you constantly developing, co-creating and testing new ideas and products in the market?