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Uniting around customer centricity

Today, thinking like a customer is more important than ever. 

Whether it’s B2B, B2C, D2C, customers expect more from businesses. They demand excellent experiences and won’t hang around if delivery doesn’t meet expectation.

Business delivery should involve minimal time and effort from the customer, demonstrate integrity and authenticity, reach resolution, and feel empathetic and personalised.

According to Deloitte, businesses who are successful at customer centricity are 60% more profitable than their competitors.

But, being customer centric isn’t something you can just turn on. It takes commitment from all facets of the business – including the top – but most importantly, it needs to be executed from the bottom up. 

Businesses need to develop a true understanding of customer needs not wants, building products and solutions that answer to those needs rather than creating new wants.

This starts by defining and understanding who your true customer is and embedding them into your business and brand strategy. 

Traditionally, qualitative and quantitative research would have been used to uncover these customer profiles. Often this would result in a long winded, cost-heavy process that stretched budgets. Today, there are cost effective and time efficient research solutions that make customer centricity more accessible.

As brands and customers become more connected, creating an open dialogue between business and customer has become easier. Utilising this dialogue as a research tool that’s embedded in the business helps create a deeper understanding of the customer.

The faster a business can operationalise customer empathy, the faster they can respond to their customers’ evolving needs, understand the reasons behind those needs, and respond effectively and appropriately.

By democratising customer insights across a business, all departments have the opportunity to embed customer centricity in their everyday. From the back-office staff to customer-facing teams, every employee should be able to impact the customer experience.

Adobe Systems recently democratised their own customer insights. They opened access to customer insights for all their employees by creating a new department that combined customer and employee experience teams to help facilitate customer understanding. Employees could listen to customer calls either online or in the office and meetings began with an update from the customer experience team. 

This level of cross-team collaboration motivates employees to work together towards a common goal. In doing so, businesses can shift quickly and effectively towards a business strategy that champions customer centricity.

At Columns we apply customer centricity in all that we do. Working closely with our clients to understand their customers allows us to develop a positioning that leverages their differentiation. This solid foundation gives them a greater ability to answer their customers’ true needs. 

The result: brands that stand the test of time, creative that enhances every touchpoint of the customer journey, and brand consistency – all of which result in growing customer preference.

If you need help to become more customer centric, get in touch with our strategy team via


Photo by Anthony DELANOIX on Unsplash

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