{"id":44233,"date":"2023-10-16T11:45:00","date_gmt":"2023-10-16T10:45:00","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?p=44233"},"modified":"2025-10-31T10:24:48","modified_gmt":"2025-10-31T10:24:48","slug":"customer-centricity-heres-where-youre-going-wrong","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-us\/customer-centricity-heres-where-youre-going-wrong\/","title":{"rendered":"Customer-centricity: here’s where you’re going wrong"},"content":{"rendered":"\n

Companies no longer just sell products, but experiences. This is true from the moment a customer begins interacting with a brand before they even use the product. Every touchpoint is crucial to ensure that a customer\u2019s expectations are not just met, but exceeded. And stakes are not only high to get the experience right for the customer, but internally too. If customer experience (CX) is not done well and its outcomes are not sufficiently linked to the value provided, it will quickly be de-prioritized in favor of other initiatives. Despite the fact that digital CX has become increasingly sophisticated, incorporating data<\/a> points and tech-forward features in an attempt to create a superior personalized experience, it currently misses the mark, ignoring what customers actually want. <\/p>\n\n\n\n

What\u2019s more, in today\u2019s market, if a company does not provide a customer-centric experience, there are plenty of competitors that will. Determining how to embed customer centricity at your organization will take significant investment and dedicated effort \u2013 read on to find out where you might be going wrong.   <\/p>\n\n\n\n

Common CX mistakes<\/h2>\n\n\n\n

When attempting to transform CX for a product, physical location, or digitally, legacy organizations seem to make the same mistakes, time and again. After spending years working with organizations, large and small, we have identified key challenges that are endemic to larger, legacy organizations.  <\/p>\n\n\n\n

These include: <\/p>\n\n\n\n

    \n
  1. Failing to create the business case for CX<\/strong> <\/li>\n<\/ol>\n\n\n\n

    Within large legacy companies, CX initiatives fail to gain traction and make headway when they come up internally. This is because CX is often not explicitly linked to revenue and organizational value, and is therefore more easily sidelined. So, it\u2019s critical that the value of CX is tied directly to the revenue it helps to generate \u2013 because whether that\u2019s loyalty, customer satisfaction or general attractiveness to customers, CX is revenue-generating. Without framing it in these commercial terms, however, its value will struggle to be seen by the leadership that ultimately sponsor these projects. <\/p>\n\n\n\n

      \n
    1. Determining highest return areas of improvement <\/strong><\/li>\n<\/ol>\n\n\n\n

      When undergoing a CX transformation, trying to fix all CX wrongs at once is almost guaranteed failure, resulting in a loss of support of executive sponsorship. Before embarking on an initial CX transformation, an analysis should be conducted to identify the opportunities for transformation that provide the most return for the company and improvement for customers, in the shortest period. This again clearly shows the value of CX and its role in enabling business growth long-term. <\/p>\n\n\n\n

        \n
      1. Discounting the impact of customer feedback <\/strong><\/li>\n<\/ol>\n\n\n\n

        Many organizations operate in a corporate echo chamber that discounts the importance of feedback from the customer, when building a transformed customer experience. If the new experience has tech-forward features that are viewed as advanced in the market, but do not, in actuality, fulfill the customer\u2019s expectations, then it does not matter how much time, effort, and money was poured into the initiative, it will have failed. In turn, this will impact value for the business and undermine the business case for CX internally, because the link to value will not have been proven. <\/p>\n\n\n\n

          \n
        1. Creating a silo for CX to operate in <\/strong><\/li>\n<\/ol>\n\n\n\n

          Often, organizations will establish a customer experience function or service center that acts in an advisory capacity to other departments that contribute directly to an organization\u2019s profit and loss. While it is a step towards the permanency of CX in a company, this does not ensure CX becomes embedded in customer decision making. Customer-centric decision making needs to become filtered throughout all aspects of the organization \u2013 without creating a dedicated CX function internally, with its own operating model, it is likely impossible to achieve this in large legacy organizations.  <\/p>\n\n\n\n

            \n
          1. Missing the mark for the employee <\/strong><\/li>\n<\/ol>\n\n\n\n

            While the customer\u2019s experience is paramount to successful revenue generation and growth, the execution on that experience is dependent on an organization\u2019s employees. Happy and fulfilled employees are key to supporting a customer experience that fulfills a customer\u2019s needs and wants. <\/p>\n\n\n\n

              \n
            1. Reliance on outdated data<\/strong> <\/li>\n<\/ol>\n\n\n\n

              To enable the kind of experience your customers expect, it is important you understand their needs and desires. It also crucially important not to just have data<\/a> that could be used, but to find new and innovative ways to integrate data into every step of the consumer journey to deliver an industry-leading experience that aligns to your customers\u2019 expectations. <\/p>\n\n\n\n

              TL;DR<\/h2>\n\n\n\n

              32% of global customers will walk away from a company after just one bad experience… And whilst you might be going wrong with CX when it comes to creating a compelling business case, or relying on outdated data, simply understanding what your customers actually want is more difficult than it first might sound. <\/p>\n\n\n\n

              Wait for part II to find out how, or connect with our team of CX experts today. <\/p>\n","protected":false},"excerpt":{"rendered":"

              Companies no longer just sell products, but experiences. This is true from the moment a customer begins interacting with a brand before they even use the product. Every touchpoint is…<\/p>\n","protected":false},"author":5,"featured_media":44239,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[140],"related_service":[54,358],"related_industry":[69],"class_list":["post-44233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-customer-experience"],"acf":[],"yoast_head":"\nCustomer-centricity: here's where you're going wrong - Elixirr - USA<\/title>\n<meta name=\"description\" content=\"It's essential to ensure that your customers' expectations are not just met but exceeded. 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33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/customer-centricity-heres-where-youre-going-wrong\/' class='wp-component-card__title'>\n <h2>\n Customer-centricity: here’s where you’re going wrong\n <\/h2>\n <\/a> <div class=\"wp-component-card__description\">\n Companies no longer just sell products, but experiences. This is true from the moment a customer begins interacting with a brand before they even use the product. Every touchpoint is… <\/div>\n <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 16 October 2023 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Business Services <\/div>\n <div class=\"wp-component-tags__tag\">\n Customer Experience <\/div>\n <div class=\"wp-component-tags__tag\">\n Customer Understanding <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 9.24769 17.7104 9.24769 17.6278C9.24769 17.5453 9.26403 17.4636 9.29576 17.3874C9.3275 17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/button>\n <\/div>\n <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/44233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/comments?post=44233"}],"version-history":[{"count":1,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/44233\/revisions"}],"predecessor-version":[{"id":58446,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/44233\/revisions\/58446"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media\/44239"}],"wp:attachment":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media?parent=44233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/categories?post=44233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/tags?post=44233"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_service?post=44233"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_industry?post=44233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}