Customer Centricity


Customer-centricity aligns the customer and employee (internal customer) at the center of the organization’s universe with all actions driving Customer Lifetime Value (CLV). The CHI team mentors and consults with each client providing an actionable plan and tools to help drive a customer-centric culture.

When you put your customer at the core of your business, you collect a wealth of data within your CRM software or other methods, giving you a full 360 view of the customer, which you can then use to enhance the customer experience.

For example:
• You can use customer data to understand buying behavior, interests and engagement
• You can identify opportunities to create products and services for your best customers
• You can use Customer Lifetime Value to segment customers based on top spending customers

Not only does focusing on the customer make sound business sense, but research by Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.

Customer Lifetime Value (CLV)

The best asset for a customer-centric business is its customer. The profits generated during the retention phase are often known as Customer Lifetime Value (CLV). Customer Lifetime Value measures the profit your organization makes from any given customer. Happy customers will stay longer and grow with your organization while referring potential new customers. It is important to measure CLV looking at customers into the future 5,10 20 years. CHI guides your organization to keep and grow customers.

Figure 1 illustrates a model for Customer Centricity and all the areas where we can help our clients:

Customer Journey

The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.

A customer journey map is a very powerful idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.
Our team will work with each client to strategically create a customer journey map in critical areas and collaborate with the client and their team to identify the areas of opportunity. Figure 2 is an example of a customer journey map for an airline: