Brent's Breakdown
8 min.
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Customer Centricity: A Comprehensive Framework

Customer centricity is more than just a buzzword; it's a core objective for businesses across industries. We all strive to put the customer at the heart of our operations and decision-making processes. In episode 54 of Brent's Breakdown, Brent Adamson, the Global Head of Research, Advisory, and Communities at Ecosystems, shares insightful thoughts and a unique framework that broadens our perspective on customer centricity.

The Pursuit of Ease: A North Star for Customer Centricity

Adamson begins by emphasizing a crucial aspect of customer centricity: ease. Making things easier for customers should be the ultimate goal. How easy is it for customers to interact with your brand, make decisions, or complete a purchase? The easier it is, the more customer-centric your approach becomes.

The Four-Square Framework

Adamson introduces a comprehensive framework, encapsulated in a four-square model, to guide our understanding of customer-centric initiatives.


The model encompasses four quadrants:

  1. Supplier-Centric Around Doing: This quadrant focuses on mapping touchpoints where customers interact with your brand. The aim is to enhance these touchpoints, making interactions smoother and more efficient.
  2. Supplier-Centric Around Feeling: Here, the focus shifts to what customers feel about your brand. It's about understanding and aligning with customer values, creating a positive emotional connection.
  3. Supplier-Agnostic Around Doing: This quadrant explores making tasks easier for customers, irrespective of their interaction with your brand. It involves aiding customers in tasks that extend beyond your immediate influence.
  4. Supplier-Agnostic Around Feeling: In this quadrant, the objective is to boost customer confidence, not just in your brand, but in their own decision-making abilities. By providing support and empowering customers, you indirectly influence their perception of your brand.

The Power of Community and Confidence

Adamson underscores the importance of community in building customer confidence. Creating a community where customers can interact, share experiences, and gain confidence in their decisions adds value to the overall customer experience.

Final Thoughts: Let's Solve for Ease

In wrapping up, Adamson urges businesses to focus on solving for ease. Being customer-centric involves simplifying tasks, fostering positive emotions, and boosting customer confidence.

In conclusion, the path to customer centricity lies in understanding what customers do and how they feel, both within and beyond your brand's scope. By aiming for ease and employing the four-square framework, businesses can enhance their customer-centric approach and drive meaningful experiences.

To delve deeper into this insightful framework and gain a comprehensive understanding of customer centricity, be sure to watch the full episode here.

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