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 Aer 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

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