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The transformational part of the solution is to change the mindset of each individual and consistently align them with customers.
Today, all companies claim to be customer oriented. But what exactly is the difference between a customer-oriented and a customer-centric company? What are the structural and cultural consequences of a customer-centric orientation for the entire company? Or more specific: Are processes in your company today already being developed and thought from the customer's point of view? What obstacles - such as internal security requirements or regulatory requirements - keep getting in the way? Do all employees already have a deep sense of their own responsibility to inspire customers every day?
Customers want to have their needs and desires fulfilled - even in areas that have previously been perceived as relatively unemotional. Why then do most companies still just sell products and services?
Challenges
It is the central challenge of sales to ask these questions and find individual answers. The transformational part of the solution is to change the mindset of each individual and consistently focus on the customer. Customers will become fans only if all employees put the customer at the center of their actions!
Only enthusiastic customers become real ambassadors and actively recommend a company. Mere customer satisfaction is not enough. However, to inspire customers at every touchpoint of their journey, transparency about the level of customer satisfaction and the level of willingness to promote the company is required at every touchpoint of their journey. Open and honest continuous measurement sets the focus on the central question in sales: how can the customer experience be improved every day and how can consequently customers be inspired and surprised even more?
Our Approach
Transparency Barriers
Many companies hesitate to face the brutal transparency throughout the entire customer journey and value chain. They shy away from the technical challenge and fear negative impacts on employee motivation.
Success Potential
There are already well-established methods, such as the Net Promoter Score (NPS), that reveal potential in sales, delivery, and service. Companies that consistently focus on transparency and continuously improve at every customer touchpoint outperform the competition and achieve sustainable revenue growth.
In Focus
4C x CBS International
In this video, you will learn more about the results of a recent study conducted in Mainz in collaboration with CBS International on the topic of 'Success Factors of Customer Centricity.' The study highlights the central importance of customer centricity for the future success of companies. It presents a procedural model that explains in several steps how companies can align their processes and products consistently with customer needs.
The model starts with a deep understanding of customer needs and their environment. Building on this, the importance of integrating the customer into development processes is emphasized. Another focus is on optimizing the customer journey to ensure customer satisfaction throughout the entire process. Transparency regarding customer satisfaction and the establishment of a continuous improvement process are also key points.
Finally, the challenge of implementing the insights gained into business practice is highlighted. This requires the involvement of all areas of the company, not just customer-oriented departments like sales and customer service, but also areas such as legal, finance, and controlling. The transformation to a fully customer-centric organization is described as a major challenge for companies.
Why 4C?
For true holistic customer centricity, a fundamental transformation across all areas of the company is necessary, especially beyond sales. We address both cultural and structural aspects of this customer journey and collaboratively develop an orchestrated transformation approach.
4C Study 2023: "Success Factors of Customer Centricity"
This comprehensive study, developed in collaboration with leading CSOs, reveals the crucial success models and factors that set these companies apart.
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