Customer Centric Perspective

Written by Ana Mateu for Buljan & Partners Consulting

I always like putting things into perspective. I guess it comes from my school days, and I find it very interesting and helpful. At times, it may seem distressing to realize that there is always more than one alternative, more than one side, more than one outlook, more than one way… However, practicing the art of perspective in everything in life can also be very rewarding.

I first came into perspective and its meaning in drawing class. It is of key importance when learning how to draw, to know how to place the objects in their framework.

When applying perspective to Customer Centricity, its own name implies that the Customer ought to be at the center of the picture. That is: at its core. The axes support the center, the angles flow and the whole picture is framed within the horizon line and the outlook of the viewer.

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Internal customers’ satisfaction key to Customer Centricity

Written by Kyriakos Katselis for Buljan & Partners Consulting

Nowadays, most of the companies around the world are focusing on Customer Centric Management and are presenting it to their employees, as a conceptual way of working in order to create added value that will result in a higher turnover. Employees, from their point of view, are trying to make the outmost in order to satisfy the company’s view, thus doing the outmost to meet their supervisor expectations towards the qualitative and quantitative targets, granting minor importance to the actual needs of the so called ‘external customer’.

But what is really Customer Centric Management? Is it a concept that companies and employees should have at the back of their mind and bring it on the surface every time there is a related subject or every time there is a customer complaint? Or should it be the company’s non-negotiable term of conducting business and behavior towards the internal and external customers?

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CRM in times of crisis

Written by Luis Hergueta for Buljan & Partners Consulting

Customer Centricity policies in companies are a must in regular times. But a crisis can boost your company to have a need of efficiency and this would lead to a need of focus on your most important target – your customers. In the following we explain 5 areas where customer centricity can add value;

  • Product focus -> Customer focus
  • Increasing loyalty
  • Organization and efficiency
  • Detect potential services
  • Motivation

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10 years Customer Centric Management in Spain: still finding the path…

Written by Silvana Buljan for Buljan & Partners Consulting

When positioning Customer Centric Management in conferences, meetings with clients and even in discussions with subject matter experts from the industry, I come to the same conclusion as about 10 years ago: focus is on consolidating customer information (“I want to know”), across channels evolving with technology (from phone via Internet to social networks), and seeing in the customer a profitable cash-cow in the short term (“I want to sell better and more”). The only difference is the nomenclature: we don´t talk about CRM any more, but about customer centricity, customer experience, customer co-creation and, and, and.

The holistic view on customer management is still missing, because in the top rows of most organizations long term and profitable economic growth based on “doing the right things right” has disappeared from the agenda, and all initiatives related with customer management are considered as candidates for “automation”. Why don´t we learn from all the real cases that we have seen in the CRM industry since so many years? Demonstrating with business cases that technology without a business proposal, based on the company´s strategy and corporate values, has absolutely no value for excellent relations with customers, who in the long term are THE asset for improved business performance?

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Success story of a Spanish supermarket chain

Written by Lisa Rottmann for Buljan & Partners Consulting

The Spanish financial crisis challenges even the largest and most valued companies and changes strategic trends in different market sectors. A few years ago, El Corte Inglés comfortably occupied the first place in the distribution chain of Spanish supermarkets, now Mercadona has stolen the “throne”.

Mercadona’s success is due to a commercial strategy based on creating value for and satisfying the needs of all stakeholders: customers, employees, suppliers and society – all of equal importance.

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Customer Centric Management in 2012 as synonym for Corporate Crisis Management….

Written by Silvana Buljan for Buljan & Partners Consulting

The first decade of the 21st century is over, and it has left the globalized world in a paralysis of analysis – we have been so busy with defining the most effective economic models, optimized processes and efficient management standards, all driven by innovative technology. What has been a revolution in production in the 80s and 90s has moved to a fast-moving automation of human interaction, with social networks being on top of the list. Our thrill to show that our brains are more and more developed with each new generation causes a growing alienation from the essence of the human being – emotions.

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How do internal clients feel about client centricity

Written by Luis Hergueta for Buljan & Partners Consulting

Society progresses, needs change, mentality evolves – and we know this very clearly when we think about clients. But do companies think of their own internal clients (=employees)? Employee commitment and affection to a company are a strong prescription for clients to buy a product or service. Some companies are learning that a motivated employee is not only more productive but will also recommend the product or service to everyone.

Employee profiles can be all very different. But what is important is that any employee has a feeling of liking the place they are working in, and the activities they are involved in.

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