Brands that have achieved customer centricity are 60 percent more profitable than those that haven’t, according to Deloitte.
Unfortunately, very few brands have. Indeed, even those considered the flag-bearers for customer centricity – like Amazon – receive bad press.
As such, it's critical to take a step back, recalibrate, and reconsider what a customer-centric brand looks like.
Lee Jones, Director of Elev-8 Performance, does precisely that in the following video, sharing a definition of customer centricity, examples, and best practices.
A written rundown is also available below, hitting these critical points.
A Definition of Customer Centricity
Customer centricity is the art of putting the customer at the forefront of all decision-making.
It's not just being transactional or reactive but consistently doing the right thing for customers throughout the business.
Moreover, in customer-centric organizations, everyone - from frontline employees to back-office staff - has the autonomy to make decisions that prioritize the customer.
Ultimately, it’s about creating an environment where people don’t need approval to do what’s best for the customer.
Customer centricity engrains this mindset throughout the business.
Examples of Customer-Centric Businesses
First Direct, Ocado, and John Lewis… there are many brands people perceive as customer-centric. Yet, three standout companies have taken customer centricity to the next level.
Amazon
While it doesn’t always receive glowing media coverage, Amazon’s CX is exceptional.
It’s easy to buy from them, it’s easy to complain, and if there’s a problem, the customer is a few clicks away from a resolution.
Additionally, Amazon's staff has the autonomy to take action. For instance, service teams can remove products from the site with just one complaint.
Interestingly, Jeff Bezos was known for leaving an empty chair at board meetings to represent the customer, asking: “What would the customer think of this decision?”
That symbolic gesture speaks to Amazon’s commitment to customer centricity.
Southwest Airlines
A blindfolded passenger on any US domestic flight is unlikely to distinguish the airline they're traveling with… unless it's a Southwest Airlines flight.
After all, it has implemented several policies to embed a customer-centric philosophy within its business model and ensure differentiation from other low-cost airlines.
Its "Bags Fly Free" and "Flexible Ticket" policies are prime examples. Yet, there are several others. For instance, the airline allows its passengers to rebook at a lower price if the cost of the ticket they have already bought drops.
These practical policies help safeguard its customer-first culture.
Elsewhere, Southwest has a dedicated team of responders who forward customer compliments about a specific employee to them and their boss.
Reportedly, the team receives 7,000 of these compliments a month, and celebrating those helps to reinforce customer-centric thinking.
L’Oréal
L’Oréal combines unique in-store experiences with 24/7 customer service and a reputation for promptly answering customer queries.
Nowadays, that’s differentiative in itself. Yet, it also does an excellent job of embracing new technologies to close the gap with customers.
For instance, L'Oréal built a SkinConsult AI platform to address specific skin concerns and suggest products that best meet each customer's needs.
Moreover, it’s leveraging digital experience technology to actively adapt its content plan to meet each region’s unique needs, preferences, and culture.