CC Water champions customer-centric culture in a new guide

CCW has published a Guide to customer-centric culture, and called on water companies to join its mission to build a sector that is focused on culture and people.

The guide, produced following a study by culture consultancy, Dragonfish, focuses on three key questions: how can companies build and shape, measure and monitor, and publish and track their customer-centric cultures?

Among other things, the research identified six key traits of customer-centric organisations:

• make customer and customer experience everyone’s role through training, regular connection with the customer, and meaningful and consistent reward and recognition;

• apply customer-centric organisational design, embracing simplicity, clarity and transparency;

• make the customer the true “North Star”, by prioritising customers’ needs through a transparent and authentic purpose, vision, and values;

• ensure the customer is embedded in the company’s DNA – this means putting belief into everyday decisions, actions, processes, systems and policies;

• gain a deep understanding of customers and utilise them as active partners to improve the customer journey – this means hearing the customer’s voice and ensuring this is articulated to the entire organisation in a way that can drive real, practical action; and

• have a clear customer data strategy to drive better customer outcomes in a way that fully respects and protects customer data and privacy rights.