Multi Channel Retailing - Putting the Customer First - Part 6 - The Customer Centric Approach

In gearing any part of an organisation to deliver a service, whether it be technology, system, process or people related, an understanding of the customer is vital. For example, a retailer who also provides white label channels has not only the end consumer to consider, but also the partner organisations to whom they provide white label solutions. Similarly, merchandisers, graphic designers and cataloguers servicing more than one channel can consider each channel as a customer. When an organisation starts to think along theses lines, about who their customer really is, then the implementation of a service led philosophy becomes an easier task. Underpinning this approach is taking a considered view of the customer in order to understand their motivations, behaviour, likes and dislikes.

Taking a customer centric approach enables each area to focus on delivering exactly what the customer wants. Critically analysing processes, systems and related functional areas and determining their effectiveness in delivering customer service is at the heart of the customer centric approach. Breaking down each element and step of a process and stripping out those that do not add value to the customer can create efficiencies and benefits across the organisation. In doing this, the multi-channel retailer can create a framework of services that is ultimately geared towards the customer rather than the requirements or functions of a particular channel or technology.