Customer Centric

There are several types of approaches that can lead to customer satisfaction, one of them is Customer Centric, which, as its name says, focuses the company's efforts on the customer's wishes, but this can disrupt your business.

What is Customer Centric?

Customer Centric is a vague and all-encompassing concept that can mean many things. It is widely confused with being subservient to customers and doing whatever they ask.

This posture can be detrimental to the business for some reasons, such as:

• Do what customers want instead of what they need;

• An asymmetrical relationship where the customer has the advantage;

• Intensive personnel;

• Frequent escalations;

• The support team was swamped.

We usually mean this when we say we are customer-centric:

However, in this case, the customer is contacted by different departments (billing, support, account management, marketing, Customer Success, etc.) and the feedback tends to dissipate.

I asked what "success" means to the customer, each area will answer something different and protect their side of the story.

A success-centric company starts with what customer success means in mind which should be related to the company's goals such as customer expansion, churn reduction, better NPS, international expansion, launching a new product in the market, etc. the definition may also change depending on new strategic changes in the client.

A success-centric company would look more like this diagram.

The CSM acts as a hub from both the customer and business perspectives, filtering information based on the customer's definition of success. The CSM can even dispute the customer if the request is not related to this definition.

Internally, the CSM will strive for process changes, feature launches, and prioritization of issues against the definition of customer success, making it much easier to come to a decision.