Providing Amazing Customer Journeys by Leveraging the Power of Technology

Posted on August 15, 2023February 25, 2025 by Denyse Drummond-Dunn

Customer journeys are evolving fast, and technology is at the forefront of this transformation, especially in the past couple of years, thanks to AI.

This post explores how businesses can embrace omnichannel experiences, self-service solutions, and data-driven personalisation to create amazingly seamless and unforgettable customer journeys.

I have also added examples illustrating some of the more successful implementations. Be inspired by these real-world illustrations of companies that have leveraged technology to build strong customer relationships and unlock new avenues of growth for your business.

Technology-Enhanced Customer Journeys

In the dynamic realm of modern business, the pivotal role of technology in shaping customer service has become undeniable.

Organisations adept at harnessing the potential of technological advancements offer seamless and personalised experiences and gain a distinct competitive edge in today’s rapidly evolving digital landscape.

This article unveils the profound transformation of customer service in the digital age, underscoring how technology has revolutionised customer expectations and enabled organisations to deliver faster, more efficient and tailored support.

The Evolution of Customer Service in the Digital Age

The digital age has brought forth a sweeping transformation in customer service. Technology, the bedrock of this evolution, has spurred a revolution in customer expectations, compelling organisations to elevate their service standards.

By capitalising on technology, businesses can now offer swifter response times, enhanced efficiency, and personalised touches that cater to the individual preferences of their clientele.

As technology continues to advance, so do the expectations of today’s customers. A prime example of this is the seamless omnichannel experience offered by retail giant Nike.

By integrating web, mobile, social media, and in-store interactions, Nike has created a harmonious ecosystem that caters to customers’ preferred communication channels, resulting in a 40% increase in online sales.

This showcases how technology can amplify customer service, enabling organisations to meet customers where they are and provide a consistent, convenient, and personalised customer journey.

1. The Rise of Omnichannel Customer Service

In today’s digital landscape, omnichannel customer service has become a beacon of innovation and strategic importance. By seamlessly integrating multiple communication channels, including web, mobile, social media, and chat, organisations can provide a uniform and convenient customer experience. The synergy achieved through this integration nurtures customer satisfaction and provides invaluable insights into consumer behaviour and preferences.

As previously mentioned, Nike is one example of a brand that has successfully done this, but there are others. Starbucks is another industry trailblazer.

With its mobile app, customers can order ahead, earn rewards, and make payments seamlessly. This technological integration enhances convenience and deepens customer engagement, resulting in a staggering 40% of Starbucks transactions being conducted through its app today. This vividly illustrates how the convergence of channels empowers customers and fuels business success.

2. The Shift Towards Self-Service

The era of customers’ digital empowerment has fostered a discernible shift towards self-service options driven by the burgeoning demand for instant gratification and autonomy.

Organisations are now empowered to equip customers with comprehensive self-help resources, knowledge bases, interactive FAQs, and AI-driven chatbots that deliver … Click to continue reading

Maximising Customer Value: Answering Your Top Questions About Customer Centricity

Posted on May 16, 2023March 2, 2025 by Denyse Drummond-Dunn

As a customer-first strategist, I am frequently asked about customer centricity and the value it brings to a business when they adopt the strategy.

I, therefore, thought it would be useful to share the topics my clients ask me about most frequently and my responses to them. If you, too, have questions about customer centricity, I’m sure you will find the answers you’re looking for below. And if not, you can always DM me.

So you have questions about customer centricity?

Good to know! Let me start by saying that adopting a customer-first strategy can be daunting for any organization. You should, therefore, not dwell upon your reticence in the past. However, in today’s rapidly changing business landscape, it is more important than ever for you to prioritize customer centricity.

What is a customer-first strategy?

A customer-first strategy is an approach to business that prioritizes the needs and preferences of the customer. It means putting the customer at the centre of every decision an organisation makes, from product development to marketing and sales. Put simply, it involves a shift away from traditional product-focused strategies to a more customer-centric approach.

This means that it’s not just about providing good customer service; it’s about understanding your customers’ needs, preferences, and pain points, and then designing your products, services, and marketing strategies to meet those needs.

Why is a customer-first strategy important?

In today’s highly competitive marketplace, focusing on your customers is more important than ever before. You can no longer hesitate. Nor can you not make it a top objective for your organisation.

A customer-first strategy can help you build stronger customer relationships, increase customer loyalty and retention, and ultimately drive revenue growth.

By focusing on your customers’ needs and preferences, you can differentiate your brand from your competitors and create a sustainable competitive advantage. Isn’t that what we’re all searching to do?

A customer-first strategy is important because it can increase customer loyalty and satisfaction. When customers feel that a business truly understands their needs and is committed to meeting them, they are more likely to remain loyal to that business and recommend it to others.

In addition, a customer-first strategy can help businesses identify new opportunities for growth and innovation. By focusing on the customer, businesses can gain a deeper understanding of their market, and create products and services that truly meet the needs of their customers.

How do you implement a customer-first strategy?

To implement a customer-first strategy, you must start by understanding your customers. For me, this starts with simply watching and listening to them. I say “simply”, but this is one of the most powerful ways to not only know, but truly understand your customers and how your product or service fits into their lives.

Once you have done this, you can supplement your knowledge, if you have found gaps in it, by conducting market research surveys, collecting customer feedback, and analyzing customer data.

All the information you gather can be used to … Click to continue reading

How Leaders can Successfully Lead a Customer-first Strategy Adoption

Posted on April 18, 2023March 2, 2025 by Denyse Drummond-Dunn

As a leader, you know that customer centricity is critical to the success of your business.

However, it is not enough to pay lip service to this concept; you must make it an integral part of your company’s culture and business strategy.

In this post, we will explore what customer centricity means, why it is essential, and how you, as a leader, can successfully lead a customer-first strategy adoption in your organisation.

Defining Customer Centricity

Customer centricity is a business strategy that puts the customer at the heart of everything the company does. It involves understanding the needs and desires of your customers and then tailoring your products and services to meet them.

Customer centricity is not just about providing excellent customer service; it’s about creating a culture of customer obsession that permeates every aspect of the business. This is why it must be a company objective.

Why is a Customer-first Strategy Important?

There are several reasons why a customer-first strategy is crucial for the success of your business. First and foremost, it helps you build a loyal customer base.

When customers feel that a company truly understands their needs and is committed to meeting them, they are more likely to become repeat customers and recommend the company to others. This can help you increase revenue and grow your business.

Customer centricity can also help you differentiate yourself from your competitors. In today’s highly competitive business environment, standing out from the crowd can be challenging.

However, suppose you can demonstrate that you are genuinely committed to meeting your customers’ needs. That’s a great way to distinguish yourself from other companies that are just going through the motions.

Finally, customer centricity can help you stay ahead of the curve regarding new product and service development. By constantly seeking customer feedback, you can identify emerging trends and stay ahead of the competition. This can help you develop new offers that meet your customer’s needs today and tomorrow.

Leading a Customer-first Strategy in Your Organization

Implementing a customer-first strategy in your organization requires a significant shift in mindset and culture. Here are the steps you can take to make customer-centricity a reality in your business:

1. Start with the CEO

As a business leader, you need to lead by example.

Make it clear to your employees that customer centricity is a top priority for the company.

Set measurable goals and hold your team accountable for achieving them.

This sends a strong message to everyone in the organization that customer-centricity is not just a buzzword but a fundamental part of the business strategy.

2. Understand Your Customers

To be truly customer-centric, you need to understand your customers deeply.

This means going beyond demographic data and understanding their motivations, pain points, and desires.

Watch and listen to your customers frequently. Conduct customer research, including surveys and focus groups, to gain insights into what your customers want and need.

Collect the information in a customer persona/avatar template. If you don’t have

… Click to continue reading

7 Reasons Why Your Customer First Strategy Adoption Will Fail!

Posted on January 5, 2023March 2, 2025 by Denyse Drummond-Dunn

Every CEO knows that a stronger customer focus can be the answer to many – dare I say most? – of their business challenges!

So why do so many companies continue to struggle in successfully adopting a customer-first strategy and culture?

Here are the seven main reasons why companies fail to effectively adopt a customer first strategy; which one are you struggling with the most today?

1. The CEO has stated it as a company objective but has not detailed what nor how the organisation will change

While it is essential that a customer-first strategy has a board-level sponsor, it is important that every employee understands their role in making it happen. It should not be treated as just another project for one department to complete, but as a long-term, top 3 company objective.

When this happens, every division is driven to identify how their actions will impact their customers and what part they will play in meeting this important company objective.

This is one area where the CEO can’t set it and forget it. He/she needs to be regularly informed of progress and should ask some “awkward” questions to ensure that everyone is truly embracing the objective. Without this company-wide support, the strategy will never succeed.

A few years ago, the Business Roundtable, which is an association of over 180 CEOs leading US companies, agreed to put people before profits. They specifically said they would be:

Delivering value to our customers.
Investing in our employees.
Dealing fairly and ethically with our suppliers.
Supporting the communities in which we work.

With many organisations now struggling to recover from the impact of covid-19, it is interesting to see whether they have all moved forward on these objectives.

The Business Roundtable updated their results one year later. In the summary you can read HERE they say:

One year later – through a period of unprecedented crises – companies have demonstrated a commitment to the values embedded in the Statement.

These numbers should be sufficient to convince every CEO that a customer-first strategy is worth investing in. In fact, it is an essential strategy every CEO would be wise to adopt, no matter what industry they are in. So what are you or your CEO waiting for? Did I miss a different problem you are currently facing? What other challenges have you faced or are now facing in adopting a customer-first strategy? Please let me know by adding your comments below.

If you would like to know what support we can provide in helping you to adopt a customer-first strategy, check out our website then contact us here: https://c3centricity.com/contact and book a free Business Makeover Session. You’ll come away with at least three ideas to action immediately.

… Click to continue reading

Essentials of a Customer First Strategy Every Industry Needs to Adopt

Posted on December 1, 2022March 2, 2025 by Denyse Drummond-Dunn

Every business should strive to improve their customers’ experience with their products and services. Adopting a customer first strategy is therefore often mentioned as a company objective. Unfortunately, it rarely goes beyond the theory in most organisations, so I decided to help out with these six suggestions.

Hospitality is perhaps one of the most visible industries where customer satisfaction, or lack of, is quickly shared with the world. (Read my last post for more on this)

It is true that without satisfaction, customers will not return to a hotel or restaurant. And they will almost certainly share their (bad) experiences with anyone who will listen – including online!

Hospitality is also one of the industries that receives the most comments online, thanks to TripAdvisor and other booking sites. There is no hiding from their clients!

Now while I empathise, this is not all bad news. Because it means that great service will also be more quickly known about online. Therefore you can make changes and see the results almost immediately, or at least far quicker than in most other businesses.

However, despite this, I believe that the hospitality industry has a lot it can learn from consumer packaged goods (CPG) where improvements take the consumer longer to appreciate. In fact most other industries could benefit from taking a look at some of CPG’s best-in-class processes.

Both the hospitality and CPG industries have their customers at their heart; after all it’s in their name. They are both founded on pleasing and hopefully delighting their clientele in the quality of the products and services they offer.

However, as the world changes, customer demands do too and companies need to stay current if not ahead of these requirements, in order to ensure continued growth.

The 6 essentials of a customer first strategy

#1. From ROI / ROR to ROE

There has been a lot of talk recently on moving from a return on investment to a return on relationship metric. While I agree with the importance of relationships, I believe that what we should be talking about is engagement. Be honest, other than the author of the once popular book that started talking about brand love, who wants to have a relationship with a brand?!

Brands that have a high following and loyalty have found a way to consistently engage their fans and keep them coming back. They become involved and interested in the brand, the product, their website, even their communications.

Coca Cola and Red Bull are great examples of this. You should also check out another post entitles “Increasing Impact & Engagement through Advertising Testing.”

#2. Building Relationships with Strangers

While the hospitality industry is based on serving and satisfying its guests, in today’s connected world, it also needs to consider people who are currently strangers – but who could potentially become clients.

These might be the friends of current guests, who for example the Rosewood Mayakoba resort in Mexico tries to attract. Let me explain.

This wonderful … Click to continue reading

Adopting a Customer First Strategy. Even the Police Can Get it Right!

Posted on August 28, 2022March 2, 2025 by Denyse Drummond-Dunn

In most countries, the population have a love / hate relationship with their police. You can imagine my surprise, therefore, to find myself writing about how they appear to be adopting a customer first strategy in Switzerland!

Let me explain. A few years ago they introduced a new-style speed radars in the villages around my home town. The elements are not that new per se, I know, but last week it suddenly hit me why these speed cameras seem to be so effective. It’s simple; they’re customer centric! The Swiss police have adopted a customer first strategy! And that’s why I want to share more about this story here.

Background

One of the reasons why the Police are disliked in many (dare I say most?) countries, is because of their insidious speed controls.

Whether they are permanent fixtures as on the right, or temporary ones, we all dislike the flash that tells us it’s too late, that we’ve been “caught.”

We then wait a few days, to weeks or even months, naively hoping that it wasn’t our car that was flashed. But eventually the letter arrives asking us to pay a fine.

I think the worst of them all are the laser guns that the Police have been using for many years now. We don’t even know we’ve been flashed until the communication arrives at our home! Or we are pulled up a few hundred meters down the road.

The relatively new types of radar that are being introduced in my home area don’t flash either. But that’s because we never get “caught” as such.

You see they measure our speed and give us immediate feedback. Take a look at the photo on the right; I’m sure you’ve seen such installations before in your own area.

Now if we make the assumption that all four types of equipment are to get road users to decrease their speed in critical areas – and not just to gather money as I’ve heard suggested – then the results must vary widely.

So let me share my thoughts from the perspective of a customer first strategy champion.

What This Has to Do with Your business

So why is this example relevant for you and your own customer first strategy? Well, ask yourself what you really want for your business?

In the case of the police, I am assuming that they want to reduce the speed of drivers in certain areas and make the roads safer for everyone. In this case, the customer-centric approach, which has by far the most success at slowing drivers down to within the speed limit along a larger portion of the road, is the information panel. If that is their objective, then the Police in every country should adopt these new style radars.

But if those who consider speed checks to be a mere money-making operation are right, then the Police will continue to use one of their other options. And they must accept the … Click to continue reading

How Your Business Can Quickly Adopt a Customer First Strategy

Posted on April 19, 2022March 2, 2025 by Denyse Drummond-Dunn

Why would you want to quickly adopt a customer first strategy?

Well, every few days there seems to be another customer service disaster that fills the newspapers and goes viral on social media. Amongst the most notable recent examples include United’s Flight 3411 incident disembarking passengers by force and Walmart refusing to match their online prices in-store. These types of incidents almost only ever happen when an organisation doesn’t adopt a customer first strategy, so the solution is relatively easy.

Every single organisation, big or small, recognises the importance of their customers today. They talk about customer centricity but very few actually go beyond voicing their opinions. Perhaps yours is one of these? Do you know why this is? What’s stopping you from taking the necessary actions?

A customer first strategy is not that difficult to implement. Just think customer first in everything you do! So how come most businesses get it spectacularly wrong?

I think one reason, and probably the most common, is because they don’t see an immediate return on their investment. You see, it costs money to make changes in internal processes and procedures.

Another possible reason is because some organisations have hesitated to start for so long, they now feel that they have been left so far behind that they don’t know where to start. What do you think?

The good news is that if you’re in one of these situations, then help is at hand. Read on because this article shares some of the most useful tips I’ve seen on the topic of adopting a customer first strategy.

REASONS TO ADOPT A CUSTOMER FIRST STRATEGY

There has been enough research done to prove that the return on a customer-first strategy is significant. Here are just a few of the most noteworthy numbers I found during my research online; if you are still not sure it’s worth it, then this data will no doubt convince you.

86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. (Source: CEI Survey)
74% of consumers have spent more due to good customer service (Source: Entechus.com)
89% of consumers have stopped doing business with a company after experiencing poor customer service. (Source: RightNow Customer Experience Impact Report)
49% of consumers have left a brand in the past year due to poor customer experience. (Source: Emplifi)
Companies earning $1 billion+ can expect to earn an additional $700 million within 3 years of investing in CEX. (Temkin Group now Qualtrics)
A 10% increase in customer retention levels result in a 30% increase in the value of the company. (Source: Bain & Co)

Those are numbers that would make any CEO sit up and take notice! But will it make them act? What’s holding yours back from investing in your customers rather than (just) in developing and marketing the products and services you offer?

I believe that those numbers can no longer be ignored. It’s time every … Click to continue reading

How to Measure Customer-Centricity the Right Way

Posted on April 13, 2021March 2, 2025 by Denyse Drummond-Dunn

Denyse Drummond-Dunn · How to measure customer centricity the right way

As a customer-first strategist (just like you I hope), I spend a lot of my time searching how to better measure customer-centricity for my clients. I also do a lot of analyses on what customers really want today. I’m always trying to understand the exact solutions customers need, desire and dream of having.

My regular searches include customer service, customer satisfaction, customer care and similar topic areas. Google is my best friend! However, I recently came across some surprising facts, which prompted this post. I believe they show a serious problem in the business of looking after our customers today. Read the article and then let me know whether or not you agree with my analysis.

WHAT IS CUSTOMER-CENTRICITY?

Wikipedia, another online friend of mine, doesn’t have a definition of customer centricity! If you look up the term, you get redirected to customer satisfaction! Try it for yourself and see.

My other go-to source for definitions is businessdictionary.com which defines customer-centric as:

“Creating a positive consumer experience at the point of sale and post-sale.”

It then goes on to say

“A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.”

Now although I find the definition limited, since it refers only to sales and post-sale activities, I do like the fact that it mentions three important elements of customer centricity:

A positive customer experience
Adds value to a company
Enables differentiation

This clearly identifies three huge benefits of becoming (more) customer-centric:

1. A positive customer experience has been shown to increase both loyalty and advocacy. As we all know, it costs five times more to acquire a new customer, as it does to keep a current one. Therefore loyalty is an incredibly valuable benefit for a brand.

According to recent research by Bain & Company, along with Earl Sasser of the Harvard Business School increasing customer retention by just 5% can increase profits by between 25% and 95%. OK a very wide range, but I’m sure we’d all be happy with even a 25% increase in profits, wouldn’t we?

One further piece of research, this time from Marketing Metrics, shows that the probability of selling to an existing customer is 60 – 70%, whereas the probability of selling to a new prospect is less than 20%.

Clearly placing more attention on keeping our current customers satisfied brings greater rewards than going after new ones. And yet that is what most companies set as a priority. Any ideas why?

2. Adding value to a company also increases the ROI of its marketing investments. This is something that marketing is constantly challenged to prove these days. With the risk of seeing their budgets cut if they are unable to provide convincing arguments to their bosses.

Luckily, what’s good for the customer is good for business. You can see many more facts and statistics about … Click to continue reading

What Customer First Strategies Really Are (And What They’re Not!)

Posted on July 18, 2019March 2, 2025 by Denyse Drummond-Dunn

Everyone is talking about customer first strategies and why they are important. However walking the talk is a different matter!

An interesting article on NewMR by Ray Poynter prompted this post. He spoke about the differences between customer focus and customer centricity and the often times confusion between the two terms. That is why I tend to speak about customer first rather than customer centricity these days.

In its simplest form a customer first strategy is about thinking customer first in everything you do. Yes I know it sounds easy, but it really isn’t. And it doesn’t come naturally, at least to start with. I believe that’s because it involves a culture change to move the organisation in this direction. But I can assure you it’s worth it; its value is now well proven.

If you would like to see some exciting statistics about the value of making your customers the heart of your business, then CMO.com has a great article. It’s called “15 Mind-Blowing Stats About Customer Centricity” and many of the research results reported are still valid today, so it’s definitely worth a read.

What Are Not Customer First Strategies

I have seen a customer first strategy defined as

“a strategy by which businesses create their products, content, and marketing campaigns so that they serve their customers first, and their organization second.”

I don’t agree! If you don’t think about your organisation then it will likely fail! That said, I am also a little sensitive to the comments of Sir Richard Branson, who says

“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”

This may be true for an airline, where the client is primarily basing their opinion on the service on board and the “niceness” of the crew. After all, every airline will get you from A to B.

However for many industries, customers are enjoying (or not!) your product or service without your employees being present. They will remain loyal (or not!) to your brand, based upon their own personal experiences, at least in most cases.

A customer first strategy is therefore not about only thinking about the customer. It is about understanding how best to serve them in such a way as to delight them, while keeping your employees and shareholders happy. This is relatively easy to do because when the business is going well, all stakeholders are happy.

What Customer First Strategies Are

Econsultancy asked what effective leadership in the digital age is. Several key leadership qualities were found, including being ruthlessly customer-centric, data-driven, innovative, collaborative and agile. I am thrilled to see customer centricity coming first by a long margin.

So the leaders have got the message, but what are they doing about it? Not a lot in many cases. And why? From my experience it is because they just don’t know where to start or what to do. (If that’s your situation, try our … Click to continue reading