6 Critical Capabilities to Build a Customer-Centric Organisation


A question often asked by businesses is “how do we improve our internal customer experience and capabilities?”

Building a customer-centric organisation seems like a simple task. You prioritise your customers, collect their feedback on your services, build them into your business from the ground up and reap the rewards of greater customer satisfaction and retention.

However, with more than 50 billion connected devices expected to be active globally by 2020, the amount of data can be overwhelming. Turning that immense amount of multi-channel data into actionable business insights requires a company to build a specific set of customer capabilities.


Building collective insight into customer needs, wants, perceptions, and preferences through the capture and analysis of the voice of the customer.
  • Design and implement voice of customer programs (solicited through surveys, focus groups, communities, etc.)
  • Collect unsolicited experience feedback from customers (by mining calls, web data, emails, etc.)
  • Gather input from employees about customer experiences and opportunities for improvement
  • Analyse VOC feedback drawn across sources to identify customer pain points and opportunities to improve and differentiate
  • Identify and map major customer touch-points in the customer experience


Implementing practices and approaches to continuously improve, design and differentiate
customer experiences.
  • Establish and follow a well-defined design process each time an experience is created or changed
  • Use customer insights to define and prioritise experience requirements and opportunities for improvement
  • Use journey mapping to improve most relevant moments of truth
  • Assess, document, track, and report resolution of experience gaps across touch points
  • Identify interdependencies across people, process and technology that impact design of the customer experience
  • Use iterative ideation and prototyping (e.g., design thinking) to engage customers and employees in the co-creation of enhanced or innovative experiences


Development of a strategy that articulates a clear vision of the experience that a company seeks to create in support of the company’s brand values, including its direct linkage to CX activities, resources and investments.
  • Define a customer experience strategy that describes the intended customer experience, its linkage to overall corporate objectives, and its alignment with the organisation’s brand values and attributes
  • Develop experience principles and specific employee behaviours and interactions that reflect brand values and organisational mission
  • Articulate the operating plan, investments, and tactics for programmatic components of the CX strategy
  • Communicate and engage employees at all levels of the organisation in the elements of the CX strategy

Read more of the Proto Partners report here.

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