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How to Become a
Customer-Centric Organization

Colin Shaw
Founder, Beyond Philosophy

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 1

Agenda

Top level concepts on
Customer Experience

Naïve to Natural® - the
journey to becoming
Customer Centric

Question & discussion


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The Beyond Philosophy Perspective

Customer Experience Thought leadership is Fourth book launched
is all we do! our differentiator in September 2010

Offices in London,
Atlanta with Partners in Links with Focus on the emotional side
Europe & Asia Academia of the Customer Experience


www.beyondphilosophy.com 5
Beyond Philosophy © All rights reserved. 2001-2010

Customer Experience Definition

A Customer Experience is an interaction between
an organization and a customer as perceived
through a Customers conscious and subconscious

performance, the senses stimulated and emotions
evoked and intuitively measured against customer
expectations across all moments of contact.


Naïve to Natural®

2%

22%

67%

9%


Moving from Naïve to Natural®


Nine Customer Experience Areas

An organization can be in different
Orientations in each of the nine
Areas.
But will have one over-riding
Orientation


Naïve to Natural® Traits

Naïve Orientation
An organization that focuses on themselves to the detriment of the customer. They are
either through choice or because they know what they should be doing.

Traits
- Very product focused price and features led
- Reactive to customer demands
- Do not measure customer satisfaction
- Deliver a very physically based Customer Experience
- Employees are treated poorly and not given any authority to recompense customers
- Product siloed organization
- Customers asked to call on separate numbers for different parts of the organization
- Efficiency and productivity are the most important Not customer
- People reward on sales productivity and efficiency
- Organization dictates which channel customers use



Transactional Orientation
An organization that focuses primarily on the physical aspects of the Customer Experience. They have
recognized the importance of the customer, however, their focus is rudimentary as many aspects of the
Customer Experience remain left to chance, are uncoordinated and . They are typically
reactive to customer demands.
Traits
- Customer Key Performance Indicators now included but all physically based
- Functionally organized and have recognized need for Customer Service
- Contact with customer via 800, looked at coordination, extensive call menus are used to screen
calls
- Take into account Customer Physical expectations
- Senior Managers spend limited amount of time with customers
- No complete view of customer on systems
- No defined Customer Experience
- Recruit people with right attitude, rather than just skills
- Training takes place on how to deal with difficult customers
- Employees given some limited authority


Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
15

Naïve to Natural® Cross Over Points



Enlightened Orientation
An organization that has recognized the need for a holistic, coordinated and deliberate approach to
the Customer Experience. They are proactive in nature towards the Customer and orchestrate
emotionally engaging Customer Experiences. They stimulate planned emotions.

Traits
- They have defined their Customer Experience
- They focus on stimulating planned emotions and build these into the design of their Customer
Experience
- They have recognized customers have emotional expectations and plan how to meet and exceed
these
- Have started to align the employee experience and their Customer Experience
- Employ people with emotional capabilities
- Look at the end to end Customer Experience
- Have appointed a Customer Experience Director/Vice-President and established a Customer
Experience council
- Customer involved in design of processes
- Integrated systems, view of achieved
- Customer Experience measures account for large part of bonus



Natural Orientation
An organization where focus on the customer is total. They are very proactive and are naturally focused
on the complete Customer Experience. In order to produce memorable and captivating Customer
Experiences they use specific senses to evoke planned emotions.

Traits
- They are completely focused on the customer
- The customer is in their DNA
- They have a deliberate Customer Experience and a clearly defined Customer Experience statement
- Systems are built to improve the Customer Experience
- The culture is designed, and aligned to the Customer Experience
- They focus on depth of emotion
- They consciously use sense to provide a captivating experience
- Understand there is a subconscious experience
- They have a fully integrated approach to the customer
- They have Customer Journey maps including emotional and subconscious elements

- They understand customer sensory expectations


POLL

Where is your organization on its journey from a
Naïve to Natural orientation?

Naïve
Transactional
Enlightened
Natural


Orientation vs. Understanding


Orientation

There is alignment between Orientation and Executive
Understanding in most areas. The two exceptions are
Channel Approach and Systems.
XXX scored Naïve in Channel Approach because of
the lack of clear ownership of the Customer
Experience.
There is an Enlightened understanding of the use of
systems there is an appreciation that a complete
view of the customer and business cases for
technology should include customer requirements.
Without a drastic increase in the level of executive
understanding there is little room to progress the
complete Customer Experience (i.e., physical and
emotional).


There is a big difference between

A lack of knowledge can limit your
organization
Your Customer Experience is a
direct reflection of your internal
organization.
Where are you now?
Where do you want to be?
Without addressing the internal
organization you will not change
your Customer Experience.


Questions?

Colin.shaw@beyondphilosophy.com

London Office: 0207-917-1717
Atlanta Office: 1-678-638-6162


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