Becoming customer centric consists of two components: building customer centric capabilities and successfully implementing them throughout the organization. While both are challenging, changing the organization to enable customer centricity is harder. Most Life Science companies have a strong heritage of being brand and tactic focused. Therefore, processes, structures, and budget ownership are all based upon the brand and tactic organizational design, which limits the benefits of implementing customer centric capabilities.
There are 4 key building blocks to successfully change an organization and capitalize on customer centric capabilities:
- Leadership alignment. Capturing and sustaining executive support for organizational change is an important component of the Connected CRM™ framework. Effective organizations are driven by leaders who garner executive support, align team members, establish meaningful financial goals, secure budget commitments and ultimately share the cCRM vision.
- Integrated, collaborative workgroups. The workgroups are designed to help break down existing silos and foster cooperation across the organization. To be successful, the organization needs to develop clear responsibilities and accountabilities, defined processes, and agree upon success metrics, effective handoffs and information flows.
- High Performing Team. Ensuring that the right people are in place – with the right level of empowerment – to drive change across the organization. These teams may end up not only restructuring existing groups and processes, but also identifying new groups and processes that need to be created.
- Front Line Empowerment. Every day, the organization must provide the authority and incentive structure to ensure that employees are focused on delivering the right customer experience based upon that customer’s needs and value.
With these four key building blocks, companies can ensure that their organization fully adapts and capitalizes on the value of customer centricity.
To read more about how organizations evolve to leverage customer centric capabilities, click here.