Big Corporates Becoming ‘Customer Centric’?

A recent article on CMO, recently articulated what one big Australian Corporate, AMP, is doing to become customer centric.

he company kicked off the journey in 2013, appointing its first chief customer officer, Paul Sainsbury, as well as a dedicated customer relations team.

On AMP’s list of ongoing strategic priorities is building a customer goals-oriented enterprise.

The initiatives completed or underway include:

  1. Building a next-generation, face-to-face advice model based on customer goals.
  2. Automating several back-end processes.
  3. New infrastructure has also been put in place for better omni-channel experience, including a new customer and data analytics systems, and customer interactions engine.
  4. These are tied into a new-look digital portal, which includes and integrated banking and wealth platform, mobile and tablet apps, new website and content management systems.
  5. Deploying a customer feedback and measurement system across 122 teams.
  6. Establishing organisational capabilities in human-centred design and behavioural economics.

The last one is or particular interest. Organisations that understand that the customer experience is indeed a human centred experience – i.e. to be customer centric is to be human centric – are starting to build internal capabilities in human-centred design.

You can read the full post here.

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