Page 197 - The Design Thinking Playbook

HOW MIGHT WE...
heighten customer centricity?

Customer centricity is measured mainly with the goal of inferring Step 1: Measure the strength
from the result any specific measures to boost it. Simply to know that The strength of customer centricity is measured by an online assessment. This allows for a very detailed
we are not comprehensively focused on the customer does not yet and differentiated view of the individual drivers behind the CCScore™. It will become quite clear what
change the mindset! the individual factors contribute to the overall score of the company and where there is potential for
The measurement of customer centricity is similar to a survey on improvement.
customer satisfaction. If we involve only a few people, the result
is patchy. To get to meaningful information, we must question a Step 2: Infer specific options for action
representative cross-section of the workforce. Much more important In a method-based reflection, the causes and drivers of the CCScore™ results are analyzed, translated into
than the measurement itself is the dedication that develops from it. relevant strategies for improving customer centricity, and written down. This so-called U procedure is ba-
Employees must be actively involved in the development of measures. sically a change process, which develops far more than just customer centricity; it enables the company to
This is the only way they develop their mindset further. strengthen the effectiveness of its organization fundamentally and thus lays the cornerstone for effective
design thinking.
The measurement results only constitute the starting point of a
multi-tier process that leads to the targeted improvement of customer Step 3: Define an action plan and implement it
centricity. In a closed circuit comprising measurement and inventory, To implement the strategies that have emerged, an action plan is drawn up for selected measures. The im-
reflection and the development of measures, as well as the sub- plementation of the measures is initiated; progress is regularly monitored; and goal attainment is checked
sequent implementation in the organization, causes and effects of in the following CCScore™ measurements. The development of customer centricity can be thus monitored
improvement measures can be tracked and controlled. and controlled.
More elements of digital transformation are discussed in Chapter 3.6.
1. Measurement

2. Options for action
3. Implementation

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