Building on the foundational techniques in part one, this article explores advanced tools that help deepen a customer-first mindset. These customer-led mindset tools enable businesses to embed customer priorities across all departments effectively.
1. Craft Customer User Stories
User stories are the golden currency of customer-centricity. They translate customer needs into actionable insights for internal teams by using a structured format:
“As a [customer type], I need [improvement], so that [outcome].”
For example, one organisation created 400 user stories, leading to 1,600 improvements. These changes generated significant productivity gains and increased sales.
User stories demand direct customer input and require careful crafting. They provide vital context to help all stakeholders understand why a solution matters to the customer, the business, and employees alike.
2. Map Customer Journeys
A customer journey map (CJM) visualises the customer’s experience from their perspective. It’s an organising tool that brings together individuals across the business to see how their work contributes to – or detracts from – the customer’s journey.
For example, when stakeholders view a journey map, they often respond:
- “I didn’t know what happened before and after my involvement.”
- “I can now see why the customer experiences this differently.”
This realisation fosters collaboration and aligns teams on improving outcomes for the customer, rather than settling for an internally acceptable solution.
3. Define Customer Principles
Customer principles are built from the words and behaviours of your customers. They capture what matters most to customers – both transactional (what they expect) and behavioural (how they expect it).
For example, a principle like ‘reliability’ could prompt a review of all touchpoints to ensure consistency in performance or reassurance. These principles allow CX teams to respectfully challenge internal processes, ensuring decisions are aligned with customer expectations.
When applied across the business, customer principles elevate experiences from “good” to “great,” creating consistency and reinforcing customer trust.
Missed Part One?
Read about customer purpose, empathy maps, and customer personas in part one of this series. Together, these techniques provide a comprehensive approach to embedding a customer-first mindset.
At Lexden, we’ve helped numerous clients achieve a customer-first culture using these tools. To explore how we can support your journey, contact [email protected].
