Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures.
Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It’s about mapping the customer journey to discover customer needs and wants, what’s working and what is not, then taking action to improve the customer experience.
Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value.
Most organizations today realize that they must focus on the customer to remain competitive.
Chapter Features and Bloom’s Taxonomy
- Chapter Learning Outcomes — The learning outcomes listed within each chapter align with the lower levels of Bloom’s Taxonomy of Educational Objectives for Knowledge-based goals (knowledge and comprehension) based on the activity of simply reading the chapter. Should readers complete the exercises within the chapters and at the end of the chapters, higher levels of Bloom’s Taxonomy can be reached (application, analysis, synthesis, evaluation).
- Example-rich narrative
- Embedded videos with PDF transcripts
- Graphic elements which illustrate and reinforce concepts
- Self-assessments (e.g., quiz, game, or other H5P content)
- Explore the Concept and End-of-Chapter Exercises
- Chapter Key Takeaways
- Additional resource links and Chapter references for additional reading
- Embedded navigation and image alt-text for screen readers
- Free online, PDF, and various other book formats
- Chapter PowerPoint slides
- Glossary of Terms
- Open license, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License permits adoption, adaptation (customization), and sharing
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Below is a record of edits and changes made to this book since its initial publication. Whenever edits or updates are made in the text, a record and description of those changes will be noted here. The edition number will only change when there is a major update to the book. The ancillary files (i.e., test bank, slides) that accompany this book always reflect the most recent version.
|Date of Publication
|August 8, 2021
|Customer Centric Strategy
|November 9, 2022
Customer Centric Strategy, 1st edition, version 2
|January 1, 2024
|Customer Centric Strategy, 2nd Edition
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Each chapter has been evaluated using WAVE® and modified as needed to meet zero errors in accordance with WCAG AA. “WAVE® is a suite of evaluation tools that helps authors make their web content more accessible to individuals with disabilities. WAVE can identify many Web Content Accessibility Guideline (WCAG) errors, but also facilitates human evaluation of web content. Our philosophy is to focus on issues that we know impact end users, facilitate human evaluation, and to educate about web accessibility.”
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Working as a college professor for many years I have honed my customer service skills in working with cross-departmental teams, external partners, and internal customers, and it seems that regardless of the job you choose to do, developing your customer service skills will help make you more effective and efficient. In the past, I have worked as a customer service representative in B-2-B and B-2-C environments, as a customer service manager in HR solutions, as a training coordinator in corporate training, and as a call center manager (both in credit and collections and loyalty programs) and have come to realize that every job role has a customer service component.
During my time as a corporate trainer, I designed and delivered training programs in “Exceeding Customer Expectations” as one of the various sessions my employer delivered. In 2016 I designed a college course called, “Customer Service and Relationship Building” and then in 2018 I designed another college course called, “Customer Centric Strategy” which became the catalyst for this OER book.
In developing this book I have researched many sources and compiled the resources that support the concept of customer centricity. When I teach this college course I also include exercises for students on Salesforce CRM using the Trailhead learning platform. It is essential for students to learn technologies used in business today and especially those used to support building long-lasting positive relationships with customers. Another exercise I usually provide students is one in which they use the Hootsuite platform to practice promoting a business through social media. They learn to respond positively to customer inquiries and complaints.
I hope you find the content interesting and the lessons helpful, and maybe you get a few ideas for practicing customer service skills from the exercises in each chapter. I will try my best to update it from time to time just in case some videos or resources become obsolete or outdated.
(Note: This reference list was produced using the auto-footnote and media citation features of Pressbooks; therefore, the in-text citations are not displayed in APA style).
- eCampus Ontario. (2021). About. https://www.ecampusontario.ca/about/#:~:text=eCampusOntario%20is%20a%20provincially-funded%20non-profit%20organization%20that%20leads,use%20of%20education%20technology%20and%20digital%20learning%20environments. ↵
- WAVE. (n.d.). WAVE accessibility evaluation tool. https://wave.webaim.org/ ↵