How to Become Customer-Centric vs. Customer-Focused w/ Annette Franz

Making the Fan

The terms “customer-focused” and “customer-centric” are often used interchangeably, but there are distinct differences from how an organization is culturally structured to how they serve their customers.

In this week’s episode, Annette Franz joins David Millay to discuss her latest book, “Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business” and the 10 principles to become a more customer-centric organization.

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Show Notes

2:20 Customer-Focused vs. Customer-Centric Organizations

4:37 Where Customer-Focused Organizations Fall Short

8:05 Making the Flip to Being Customer-Centric

13:35 The 10 Principles of Customer-Centric Organizations

22:12 Emphasizing Principle 1: Culture is the foundation (core values + behaviors)

27:06 Emphasizing Principle 2: Leadership commitment and alignment are critical to success

31:46 Emphasizing Principle 3: Employee experience - employees must be put more first

35:15 The Importance of Servant Leadership

40:57 Aligning Product Offerings with Customer Wants - What Problem Are You Solving?

45:33 Customer Acquisition vs. Customer Retention and NPS

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For more on the topics we covered in today’s episode:

Check out Annette’s books -

Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business)

Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business

From Built to Win - 10 Principles That Ensure Customer-Centricity

1. Culture is the foundation (core values + behaviors)
2. Leadership commitment and alignment are critical to success.
3. Employee experience: employees must be put more first
4. People come before products.
5. People come before profits.
6. People come before metrics.
7. Customer understanding is the cornerstone.
8. Governance bridges organizational gaps.
9. Outside-in thinking and doing vs. inside-out thinking and doing are core.
10. The Platinum Rule over the Golden Rule. Dr. Tony Alessandra’s Platinum Rule Concept - Treat others the way they want to be treated.

Everybody Matters by Bob Chapman

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