The key to customer-centricity lies in the ability to design and deliver compelling, seamless customer experiences.
The key to customer-centricity lies in the ability to design and deliver compelling, seamless custome experiences. It requires alignment within the entire organization — across the front, middle and back office. We call that a connected enterprise.
This article looks at the fundamental capabilities essential customer-centric, agile and digitally transformed connected enterprises.
As a short-term personal lines insurer, can you say with confidence that you know your customer? Do you know your customer's motivations, preferences, and needs? Does your customer agenda inform your business strategy? And do all relevant parts of your organization that affect customer experience, directly or indirectly, understand and act in accordance with your identified customer agenda?
Organisations become successful outperformers when they establish a customer agenda and take specific steps to align their capabilities behind it. The customer agenda is based on a deep understanding of who the customer is and what the customer needs and values, along with how the organisation can deliver value to that customer while capturing value itself.
No single short-term insurance proposition can adequately satisfy all market needs. Just as fast-food chains operate a different capability footprint and deploy different processes than three-star Michelin restaurants, short-term insurers must develop and deploy differentiated processes and capabilities based on their identified customer agenda (which is the foundation of their strategies and business models).
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