Customer-centric Circles, the Self-directed Approach to Service and Mindset Changes. (May 2017)

• Record Type: Journal Article
• Authors: Mahajan, Gautam
• Is Part Of: Journal of creating value. Volume 3:Number 1(2017)
• Page Start: 77
• Page End: 87
• Publication Date: 2017-05
• Subjects: Customer-centric circles -- customer circles -- customer value management -- total customer value management -- service value creation; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/2394964316684245
• Languages: English
• ISSNs: 2394-9643

Abstract

Abstract: Front-line people are typically trained so as to modify their behaviour and actions. Unfortunately, these training programmes do not impact the behaviour, though they are useful in imparting skills. This article describes customer-centric circles, and the resultant benefits in customer focus, team work and improved service value creation. Much of this is done through mindset changes that occur when front-line people are self-directed and self-motivated. Customer-centric circles (shortened to customer circles) were started in companies from around 2004. This article describes customer circles; how customer circles can create/add value to the firms including their employees and mostly for customers, particularly in the service area and in team work and customer focus; customer circles are compared to traditional training programmes; and how customer circles can be implemented in the internal structure/organization and challenges. Cases of customer circles are discussed. The front-line people can be in various disciplines such as manufacturing, administration and sustainability.