Businesses often get caught up in chasing market share, ROI, and profits. While being profit-driven is important, focusing solely on revenue generation can hinder sustainable, long-term growth. Prioritizing customers helps companies achieve greater revenue and market share over time. For lasting success, leaders should find a balance between profit-first focus and customer-centric approach.
Satyavrat Mishra, Head- Corporate IT & Group CISO, Godrej Industries, a seasoned IT strategist with 20+ years of experience across diverse industries, champions customer-centric business models in the digital age.
In an exclusive conversation with CORE Media, Mishra sheds light on the customer-first approach, navigating the delicate balance between cost efficiency and exceptional customer experience. He also discusses the role of technology in this paradigm shift.
Excerpts from the interview.
Q: In your extensive experience across various industries (fashion, manufacturing, FMCG, financial services), how have you seen customer-centricity evolve as a key business driver?
A: “When I started, customer focus was primarily about after-sales service and complaint resolution. Today, it's about anticipating customer needs, creating personalized experiences, and fostering loyalty throughout the entire customer journey. It's a proactive approach driven by data and analytics, allowing businesses to tailor offerings and interactions to individual customer preferences.”
Q: Enterprises are cost-conscious. How can they balance customer-centricity with resource efficiency when implementing new models?
A: “Balancing these two aspects is critical. Fortunately, technology plays a key role. Implementing automation in areas like data analysis and customer service frees up resources for more strategic customer-centric initiatives. Additionally, customer segmentation allows businesses to focus their efforts on high-value customer segments, maximizing the return on their investment.”
Q: What security initiatives should businesses prioritize in a customer-centric world?
A: “Customer data is a valuable asset, and businesses must prioritize robust cybersecurity measures. This includes implementing strong access controls, data encryption, and regular security audits. Additionally, fostering a culture of data privacy awareness within the organization is crucial.”
Q: How will Artificial Intelligence (Generative AI) impact customer-centric models?
A: “AI can personalize product recommendations, anticipate customer needs, and even create customized marketing content. Generative AI can personalize user experiences further, like creating custom product designs or virtual avatars for online shopping. These technologies offer tremendous potential for customer engagement and satisfaction."
Q: With the Data Protection Bill in India emphasizing user consent and data minimization, how can businesses adapt?
A: “Companies need to ensure complete transparency in how they collect, store, and utilize customer data. Building trust through clear communication and obtaining explicit consent before data collection is vital. Additionally, businesses should minimize data collection to only what's necessary and anonymize data whenever possible.”
Q: Collaboration across divisions is key, but not all departments have direct customer interaction. How can we foster this?
A: “Internal collaboration is pivotal in aligning diverse teams towards common customer-centric goals. By promoting cross-functional synergy and sharing technological advancements, enterprises can innovate faster and deliver cohesive customer experiences across all touchpoints.”
Q: What advice would you give businesses looking to integrate customer-centricity into their overall strategy?
A: “Firstly, understand your customer. Conduct market research, collect customer feedback, and leverage data analytics to gain a deep understanding of their wants and needs. Secondly, align your entire organization around prioritizing the customer experience. Finally, adopt a continuous improvement approach. Customer expectations are constantly evolving, so businesses need to be flexible and adaptable to maintain a competitive edge in this customer-centric era.
By prioritizing customer needs, leveraging technology effectively, and fostering a collaborative culture, businesses can develop and implement successful customer-centric business models that deliver a superior customer experience while maintaining resource efficiency.”
Mishra’s insights underscore the importance of adapting to evolving customer expectations while leveraging technological advancements and maintaining compliance with regulatory frameworks. By prioritizing customer-centricity and fostering a collaborative culture, enterprises can navigate complexities and emerge as top leaders in their respective verticals.
