This document discusses how leadership must transform to become more customer-centric and focus on customer experience. It outlines how the focus has evolved from short-term transactions to long-term partnerships. The main challenge for C-level executives is leading cultural and structural change to create a customer-centric organization. Leaders must learn 7 habits like prioritizing customer experience, empowering employees, and motivating others to contribute to total customer and employee experience in order to remain relevant. The conclusion emphasizes that C-level leaders need support in their own development and organizations must foster sharing and growth.

1. How to Become a Customer- & Employee- Centric
Leader and Reach the Next Level in Customer
Engagement
Silvana Buljan

2. #1 ¿Where do we come from?

3. FROM “CASH COW” CUSTOMERS TO “PARTNERS AND CO-
CREATORS”
Cash Cow
Customer
Customer
and Market
Research
CEMCRM
Customer
Centric
Leadership
FOCUS
§ TRANSACTION
§ FINANCIAL
§ SHORT TERM
§ PRODUCT
LEADERSHIP
FOCUS
§ BUYING
BEHAVIOR
§ UNDERSTAND
PRODUCT
NEEDS
§ ANALYSIS OF
SATISFACTION
FOCUS
§ PERSONALI-
ZATION
§ DATA
CONSOLIDATION
§ SEGMENTATION
§ TARGETED
CAMPAIGNS
FOCUS
§ CUSTOMER
JOURNEYS
§ TOUCHPOINTS
AND
INTERACTIONS
§ EMOTION
§ IMPORTANCE
FOCUS
§ SUSTAINABILITY
§ COMMITTMENT
§ TRUE LOYALTY
§ RELATIONSHIP
§ RELEVANCE
§ PURPOSE

4. #2 What is the main challenge for
the C-level?

5. LEADING TRANSFORMATIONAL CHANGE: THE MAIN TASK FOR THE
C-LEVEL
CUSTOMER
CENTRIC
ORGANIZATION
CULTURAL
CHANGE
STRUCTURAL
CHANGE

6. HOW C-LEVEL LEADERS SEE THEIR ORGANIZATIONS….
Source: Customer Strategist Journal, 2016. Volume 6, issue 3

7. RECOMMENDATION
FUNCTIONAL SATISFACTION
DISSATISFACTION
Differentiating attributes
Basic attributes, no differentiation
Negative attributes
EMOTIONALLY ENGAGED CUSTOMERS AND EMPLOYEES
RELEVANCE
UNDERSTANDING THE FUTURE: THE IMPORTANCE OF RELEVANCE

8. PROPHET BRAND RELEVANCE INDEX 2016

9. #3
How can leaders learn to be
customer and employee
centric to gain relevance?

10. 7 HABITS A CC LEADER HAS TO WORK ON
PROMOTES the priority for
customer experience
INVOLVES and EMPOWERS
employees to create
exceptional CX
TEAMWORK for an excellent
customer service
MOTIVATES others to give
the best for customers
and colleagues
TRANSFORMS the mood and
emotions of others
CONTRIBUTES to a total
customer and employee
experience
CROSSES the borderline to
generate positive results for
customers and employees

11. #4 Conclusions

12. C-level leaders need support, too
They can learn to be customer and
employee centric
Without CC leadership we work on
symptoms but not the “disease”
Our organizations need to be a safe
space for sharing and personal growth

13. ¡THANK YOU VERY MUCH!
s.buljan@buljanandpartners.com