Focus Magazine - Spring 2016 - (Page 22)
FEATUREARTICLE
Accelerating the Journey
to Customer-Centricity
■ By Darrell Griffin, Stephania Guidotto, Ph.D. and Lloyd Baird, Ph.D.
Mapping will
help you to
identify areas of
greatest
opportunity.
C
ustomer-centricity is transforming
organizations globally. Leading
customer-centric organizations such as
Amazon, Apple, Kaiser Permanente, Marriott,
Cisco Systems and Best Buy no longer push
products/services out to their customers. ey
now collaborate with customers to provide
solutions for their highest priorities and needs.
In return, they are reaping exciting benefits
compared to their competitors:
Accelerating the Journey
Wherever your organization is on its journey
to customer-centricity, the learning and
development department can take immediate
action to develop your sales force's customercentric mindset and skillset. e chart on
Page 24 combines key learnings from
customer-centric trailblazers that contrasts the
mindset and behaviors of product-centric sales
people with the
* Higher revenue growth
behaviors of
Learning and development customer-centric
* Greater profitability
people in 10 key
can take immediate action sales
* Higher levels of customer
elements of selling.
engagement, trust, and loyalty
to develop customer-centric
With this chart,
* Higher levels of employee
you
can map the
mindsets and skillsets.
engagement and loyalty
profile of your sales
* Co-innovation and co-creation
force. Read each of
with key customers
the 10 key elements of selling and use the 5point scale provided to map your sales force in
For these industry leaders, making the shi
each element. You will probably find that you
from product-centricity to customer-centricity
are more customer-centric in some elements
was a multi-year journey that transformed their
than in others.
customer engagement model and their selling
Aer that, prioritize your most impactful
mindset, skillset and toolset. Learning and
next
steps. e results of your mapping will
development departments are playing essential
help you to identify areas of greatest
roles in such transformations.
opportunity to accelerate your journey based
Life sciences organizations that have started
on the current strategy of your organization,
their journey to customer-centricity are already
and your goals as a sales training organization.
experiencing value:
You should prioritize one to three elements for
1. Improved access to decision-makers.
immediate focus. ■
2. Higher levels of trust.
See chart on page 24.
3. Higher perceived value.
4. Improved customer and employee loyalty.
5. Co-innovation projects with key customers.
H I G H E R R EV E N U E G R OW T H * G R E AT E R P R O F I TA B I L I T Y
CUSTOMER ENGAGEMENT * CUSTOMER TRUST * CUSTOMER
LOYALTY * EMPLOYEE ENGAGEMENT * EMPLOYEE LOYALTY
22
FOCUS | SPRING 2016 | www.L-TEN.org
http://www.L-TEN.org
Table of Contents for the Digital Edition of Focus Magazine - Spring 2016
Focus Magazine - Spring 2016
From the President: Change is in the Air
Table of Contents
Table of Contents
Guest Editor: 'Training Event' or 'Learning Experience'?
Directions: Engaging with Life Sciences Leaders
Front of the Room: 'It Can't Be Me, Right?'
Neuroscience: The Science of Imitation
Bristol-Myers Squibb: Launching a New Global Selling Model
Accelerating the Journey to Customer-Centricity
Cognitive Science: Creating More Effective Multimedia Learning
The Art of Sales Improvisation – Your Competitive Advantage
Developing Leaders Who Excel at Strategy Execution
Learning Technologies for Event-Based Training
Defending Your Sales Process
Virtual How: Market Access Training
Ad Index
Focus Contacts
5 Questions with Kevin Kruse
Focus Magazine - Spring 2016
https://www.nxtbook.com/nxtbooks/LtenFocus/2017winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2017fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp3
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2016winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2016fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp2
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2016spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2015winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2015fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2015spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2014winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2014fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2014summer
https://www.nxtbook.com/nxtbooks/focus/2014spring
https://www.nxtbook.com/nxtbooks/focus/2014winter
https://www.nxtbook.com/nxtbooks/focus/2013fall
https://www.nxtbook.com/nxtbooks/focus/2013summer
https://www.nxtbook.com/nxtbooks/focus/2013spring
https://www.nxtbook.com/nxtbooks/focus/2013winter
https://www.nxtbook.com/nxtbooks/focus/2012fall
https://www.nxtbook.com/nxtbooks/focus/2012summer
https://www.nxtbook.com/nxtbooks/focus/2012spring
https://www.nxtbook.com/nxtbooks/focus/2012winter
https://www.nxtbook.com/nxtbooks/focus/2011fall
https://www.nxtbook.com/nxtbooks/focus/2011summer
https://www.nxtbookmedia.com