How to become customer-centric: Processes & way of working for customer success

Imagine Laura, a busy professional eagerly planning her long-awaited vacation. She wants to book a flight and arrange travel insurance quickly, but each step feels frustratingly slow and complicated. She calls customer service, only to be transferred multiple times and asked the same questions over and over. Online, the information is scattered across different platforms, and it’s unclear who is responsible for what info. What should have been a simple process turns into a stressful experience and Laura wonders if this company truly understands her needs. 

Laura’s story isn’t unique. Many organizations claim to be customer-centric, but outdated and inefficient processes often get in the way. Instead of making life easier for customers, these traditional ways of working create delays, confusion and dissatisfaction. To truly succeed in today’s competitive market, businesses must rethink how their processes support the customer journey, making every interaction seamless, responsive and focused on real value. 

Customer centricity: The need for effective processes 

Being customer-centric means more than just offering good products or services. It means creating processes from a customer point of view. Instead of only focusing on how the company works inside, the focus should be on how the customer experiences every step. Making end-to-end workflows, showing which department does what and listening to customer feedback help build processes that put customers like Laura first. 

The challenge of traditional processes 

Many companies remain trapped in outdated processes designed for internal efficiency rather than customer satisfaction. These traditional frameworks often create delays and inconsistencies, making it hard to deliver a unified customer experience. The pressing question is not whether to optimize processes but how to do it effectively to become truly customer-centric. 

To create a customer-centric process framework, organizations must align every stage of the customer journey, from initial contact to post-purchase support: 

1. Create end-to-end workflows: Build processes from a customer perspective that connect all departments. This ensures that customers experience a smooth and consistent journey. When teams work together across functions, it becomes easier to meet customer needs. 

2. Clarify roles and responsibilities: Define who does what at each stage helps teams work better together. Tools like the RACI (Responsible, Accountable, Consulted, Informed) matrix clarify roles and responsibilities, ensuring everyone understands their part in the customer journey. 

3. Use customer feedback to improve: Actively seek customer insights helps identify emerging needs and pain points. By adapting based on feedback, organizations foster a culture of improvement and innovation. 

The Benefits of a customer-centric approach 

When companies use customer-centered processes, they see many benefits. Businesses that quickly listen to customer feedback and watch market changes can adjust faster. This helps customers feel happy, trust the company more and remain loyal for a long time. When processes are designed to fit what customers need, companies can do better than their competitors and grow in a healthy way. For Laura, this means smooth experiences, quick solutions and a genuine feeling that the company truly cares, proving why a customer-first approach builds loyalty, keeps her coming back and makes her eager to spread the word. 

How you can take steps towards true customer-centricity? 

First, make sure you don't miss part 1 of this blog series. True customer-centricity requires more than surface-level changes. It demands a transformation in how your organization operates day to day. Our Target Operating Model (TOM) framework guides businesses in this transition by focusing on effective processes & way of working. We specialize in detailing standard business processes and introducing tools like the RACI matrix to clarify roles and responsibilities. By partnering with us, you can streamline your operations, enhance cross-departmental collaboration and deliver a seamless, responsive experience for your customers.

Ready to respond better and faster to your customer needs? Let’s build a way of working that puts your customer at the heart of every process. Reach out to

Vera van Deursen 

E: vera.vandeursen@igh.com

T: +31 613294732

Authors: Eva Sleeking, Veerle Willemsen & Vera van Deursen