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Customer centric culture starts at the top

This article was based on the interview with Abhii Parakh of Prudential by Greg Kihlström, Marketing Technology keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Customer centric culture starts at the top. This is a phrase that we often hear in the business world, but what does it really mean? In a recent podcast episode of The Agile Brand, Abhii Parakh, Head of Customer Experience at Prudential, discussed the importance of building a company culture where customer experience and customer satisfaction are valued. He emphasized that culture starts at the top, meaning that leadership plays a crucial role in shaping the organization’s values and priorities.

When a company says they value customers, but the actual interactions with employees show otherwise, there is a clear disconnect. This is why it is essential for leaders to prioritize customer centricity and ensure that it is ingrained in the organization’s culture. Without top-level sponsorship and alignment across the organization, efforts to become customer obsessed can be futile.

In order to build a customer centric culture, it is important to have the right talent in the right roles. Employees need to understand their role in delivering exceptional customer experiences and be empowered to do so. This requires clear communication, training, and support from leadership.

Employees at an organization that is customer centric feel a sense of purpose and pride in their work. They understand the importance of prioritizing customer satisfaction and are motivated to go above and beyond to meet customer needs. Their behaviors are aligned with the organization’s values, and they are committed to delivering excellent service at every touchpoint.

Leaders at customer centric organizations demonstrate a commitment to putting customers first. They lead by example, setting the tone for the entire organization. They prioritize customer feedback, invest in customer experience initiatives, and hold themselves and their teams accountable for delivering exceptional service.

Building a customer centric culture starts at the top. Leaders play a critical role in shaping the organization’s values, priorities, and behaviors. By prioritizing customer experience and fostering a culture of customer centricity, organizations can differentiate themselves in a competitive market, drive customer loyalty, and achieve sustainable growth. As Abhii Parakh stated, “Culture starts at the top.”