The AusTTA is the professional association for business transformation specialists with the aim of defining and developing the profession.
This evening we facilitated an AusTTA workshop to explore the current buzzword of Customer Centricity which is often a catalyst for transformation projects. The term Customer Centricity, however, is often misleading, given a lack of insight into identifying the customer and the roles they undertake in fulfilling a purchase decision.
Who is the customer? Is the customer the user of the product or service? Or are they the purchaser or the initiator that identifies the need? These roles, as well as others, are undertaken during a purchase decision, which can involve multiple individuals.
Failing to understand these profiles creates unnecessary costs and stakeholder risk, resulting in customer centric projects that fail to achieve.
Defining the customer was an integral theme of our workshop, exploring not only the decision-making sequences and customer journey, but also the fact that different individuals may undertake these activities.
The introduction of the National Disability Insurance Scheme (NDIS) is an example of where multiple stakeholders are part of the purchase decision, even if the participant may be defined as the customer since they are using services purchased through their plan. Family and carers are key stakeholders that can influence the purchase decision, but we have far too examples of where marketing fails to consider the purchase profiles.
Marketing, which is responsible for consistency across each aspect of the marketing mix, needs to be at the forefront of customer centricity. Otherwise, there is the creation of costly stakeholder and financial risks when these projects fail to deliver.