{"id":606924,"date":"2023-06-01T10:27:00","date_gmt":"2023-06-01T08:27:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?p=902191"},"modified":"2025-03-11T04:44:45","modified_gmt":"2025-03-11T04:44:45","slug":"customer-centricity-a-proven-source-of-revenue","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/customer-centricity-a-proven-source-of-revenue\/","title":{"rendered":"Customer centricity: a proven source of revenue"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Customer centricity: a proven source of revenue<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2022\/10\/Vinay-Patel-1.jpg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Vinay Patel<\/h5><h5 class=\"blog-date\">01 June 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/&amp;text=Should%20I%20stay%20or%20should%20I%20go%3F%20-%20my%202%20cents%20on%20current%20and%20future%20leaders%20in%20digital%20process%20automation%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/&amp;text=Should%20I%20stay%20or%20should%20I%20go%3F%20-%20my%202%20cents%20on%20current%20and%20future%20leaders%20in%20digital%20process%20automation%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h4 class=\"wp-block-heading\" id=\"h-customer-centricity-might-seem-like-a-secondary-concern-for-banks-but-it-isn-t\"><strong>Customer centricity might seem like a secondary concern for banks \u2013 but it isn\u2019t.<\/strong><\/h4>\n\n\n\n<p>Some firms may view customer experience (CX) initiatives as a trade-off and prioritise other outcomes that they see as having a clearer link to value, such as cost reduction or revenue growth. This may lead to customer experience initiatives being deprioritised or underfunded during budget season.<\/p>\n\n\n\n<p>However, <a href=\"https:\/\/uat.mckinsey.com\/capabilities\/marketing-and-sales\/our-insights\/customer-experience-creating-value-through-transforming-customer-journeys\" target=\"_blank\" rel=\"noreferrer noopener\">studies<\/a> have shown that businesses that prioritise CX outperform their competitors in terms of revenue growth, customer loyalty, and brand reputation. Investing in CX initiatives can lead to a range of benefits, such as increased customer satisfaction, reduced customer churn, and improved brand perception. These benefits can ultimately lead to increased revenue and profitability, as well as reduced costs associated with customer acquisition and retention.<\/p>\n\n\n\n<p>Prioritising revenue growth and cost savings without embedding a customer-centric approach and culture into the firm is tantamount to leaving a well of resources untapped; it is important for firms to recognise that CX is a critical factor in achieving long-term success and sustained growth.<\/p>\n\n\n\n<p>In recent years, many banks have recognised the importance of putting customers at the center of their business strategies and operations and have taken steps to translate this recognition into meaningful action. But the level of preparedness of banks to leverage CX varies depending on the specific bank, its culture, leadership, and resources.<\/p>\n\n\n\n<p>Some banks have implemented customer feedback mechanisms, such as surveys and focus groups, to understand customer needs, preferences, and pain points. They have also invested in predictive analytics and data management systems to gain insights into customer behavior and preferences, and to personalise their customer journey. Banks have also made efforts to improve CX by simplifying their processes, providing digital solutions, and creating more responsive and empathetic customer service.<\/p>\n\n\n\n<p>However, despite these efforts, some banks still struggle to truly prioritise customer centricity and embed it into their culture and operations. This can be due to a variety of factors, such as resistance to change, legacy systems, lack of resources or expertise, or conflicting priorities. Additionally, some banks may have a fragmented view of their customers across different business lines, which can hinder their ability to provide a truly seamless and personalised experience.<\/p>\n\n\n\n<p>While many banks have taken steps to translate customer centricity into meaningful action, there is still room for improvement. To be truly customer centric, banks must continue to listen to their customers, leverage data and analytics, simplify processes, and align their entire organisation around the goal of delivering an exceptional customer experience.<\/p>\n\n\n\n<p>To do this, organisations need to have a customer-centric mindset and approach that extends beyond just their digital services. CX work is interdisciplinary and requires expertise in strategy, design, development, and organisational structure to effectively improve the experiences of both internal and external customers. This may involve redesigning internal processes, the target operating model (ToM), and policies to support better customer experiences.<\/p>\n\n\n\n<p>Overall, improving the customer experience is an ongoing process that requires a collaborative effort from all parts of an organisation, and a commitment to continuous improvement based on feedback and data.<\/p>\n\n\n\n<p>Therefore, firms should not view CX initiatives as a trade-off, but rather as an essential component of their overall strategy. By investing in CX, firms can create a sustainable competitive advantage and drive long-term growth and success.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong>How to gauge your CX maturity level?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p><br>Banks can gain valuable insights into their CX maturity by assessing five essential components \u2013 people, process, data, technology and business strategy. Below is a comprehensive framework which banks can leverage as guiding principles to measure their CX maturity against these five pillars:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/05\/cx1.png?w=960\" alt=\"\" class=\"wp-image-902233\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/05\/cx2.png?w=960\" alt=\"\" class=\"wp-image-902234\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/05\/cx3-1.png?w=960\" alt=\"\" class=\"wp-image-902241\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/05\/cx4.png?w=960\" alt=\"\" class=\"wp-image-902236\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/05\/cx5.png?w=960\" alt=\"\" class=\"wp-image-902237\"\/><\/figure>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Author<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2022\/10\/Vinay-Patel-1.jpg\" alt=\"Vinay Patel\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Vinay Patel<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Senior Director, Contact Center Transformation Leader<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\" data-bs-expert-title=\"Vinay Patel\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Banking and Capital Markets sector are focused on delivering a customer-centric contact center leveraging a customer experience hub to\u00a0 optimally engage customers across interactions.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"modal\" id=\"WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\">\n\t\t\t\t\t<div class=\"modal-dialog modal-dialog-centered modal-lg modal-dialog-scrollable landing-page-modals\">\n\t\t\t\t\t\t<div class=\"modal-content\">\n\t\t\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t\t\t<button type=\"button\" class=\"btn-close\" aria-label=\"close\" data-bs-dismiss=\"modal\"><\/button>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div 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customer contact\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/frog.png?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/frog.png?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/frog.png?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Six minutes to make customer contact<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/the-metrics-that-matter\/\" target=\"_blank\" aria-label=\"The metrics that matter\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Metrics.png?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Metrics.png?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Metrics.png?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">The metrics that matter<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/gb-en\/solutions\/contact-centre-transformation\/\" target=\"_blank\" aria-label=\"Contact Centre Transformation\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/contact.png?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/contact.png?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/contact.png?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Contact Centre Transformation<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/gb-en\/news\/analyst-recognition\/forrester-names-capgemini-under-its-frog-brand-a-leader-in-customer-experience-strategy\/\" target=\"_blank\" aria-label=\"<a href=&quot;https:\/\/www.capgemini.com\/gb-en\/news\/analyst-recognition\/forrester-names-capgemini-under-its-frog-brand-a-leader-in-customer-experience-strategy\/&quot;&gt;Forrester names Capgemini, under its frog brand, a \u2018Leader\u2019 in Customer Experience Strategy\u00a0<\/a&gt;\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Forrester.png?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Forrester.png?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/07\/Forrester.png?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\"><a href=\"https:\/\/www.capgemini.com\/gb-en\/news\/analyst-recognition\/forrester-names-capgemini-under-its-frog-brand-a-leader-in-customer-experience-strategy\/\">Forrester names Capgemini, under its frog brand, a \u2018Leader\u2019 in Customer Experience Strategy\u00a0<\/a><\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Customer centricity might seem like a secondary concern for banks \u2013 but it isn\u2019t.<\/p>\n","protected":false},"author":419,"featured_media":100000875054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"2625467e-0480-431e-9045-10f7dc7b5315\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[5],"tags":[397,214,237],"brand":[30],"service":[192],"industry":[363],"partners":[],"blog-topic":[150],"content-group":[],"class_list":["post-606924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-banking","tag-customer-experience","tag-financial-services","brand-capgemini","service-customer-experience","industry-banking-capital-markets","blog-topic-customer-experience"],"yoast_head":"<!-- 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