Why Go Customer-Centric?

Putting customers at the center produces loyal, active customers and moves your organization toward long-term competitive advantage.

Janalakshmi’s Journey

Janalakshmi, an urban microfinance organization in India, embarked on a long-term project to reshape their entire business around the lives of low-income customers. Using customer-centric methods to learn about people’s aspirations, goals, and lifestyles, they aimed to develop products that meet customer needs and enhance the business. Success means seeing customer centricity become a way of life at the organization – as it takes a long view on profit and matches its vision of generating both business value and value for low-income families over time. 

Small business entrepreneur in India picks up goods for his shop with the goal of realizing financial independence

Card Pioneer Microinsurance’s Journey

Card Pioneer Microinsurance perceived itself as a traditional company that “sold” insurance products in the Philippines, but wanted to move toward a more customer-centric strategy so customers would choose to buy. Pioneer Microinsurance sees the value in growing their business around positive customer experience by having the right processes in place, hiring the right people, getting feedback from customers, and retooling based on insights and metrics.

Employees of Card Pioneer Microinsurance visit a Zoona mobile money booth to learn about the customer-centric business model

Zoona’s Journey

Beginning in the spring of 2017, Zoona CEO Mike Quinn embarked on an intensive journey around Africa to talk with customers and agents, gather insights, and truly understand the people the money transfer company serves in villages, cities, and rural areas. Over the past three years, Zoona has strengthened its commitment to customer centricity, knowing that delivering the best customer experience becomes more intuitive when leadership is listening.

Agents meet with Zoona CEO Mike Quinn as the mobile money organization gathers customer insights and commits to customer centricity.