In recent years, customer centricity has evolved from an industry-specific buzzword to a fundamental business philosophy. At the heart of this philosophy are customers, whose satisfaction and positive experiences along the customer journey are crucial to a company's success. However, customer orientation begins long before direct interaction with the customer - it is rooted in the corporate culture and manifests itself through the commitment and identification of employees with their employers.
In a recent international study, Steffen Schmalenberg and Prof. Dr. Christopher Morasch, Managing Director of digitell.me, surveyed employees of the chemical company Evonik from 27 countries to find out whether customer centricity is just an empty marketing phrase or whether it is actually a corporate philosophy that is put into practice.
The study reveals that employees' brand commitment - i.e. their emotional attachment to and identification with the brand - is a decisive factor for customer-oriented behavior. Employees who feel a strong connection with their employer tend to act in the interests of the brand and therefore make a significant contribution to its success. The results impressively show that employees' feelingthat the brand's problems are their own in particular has a significant influence on their customer-oriented behavior. This perceived bond underlines the importance of emotional attachment and its role as a driver for customer-oriented action.
This makes it clear that true customer centricity requires more than just functional expertise in sales, marketing or support. It is about a profound commitment to the brand and the company, which forms the basis for long-term customer relationships and ultimately for business success.
The findings of this study by Steffen Schmalenberg and Prof. Dr. Christopher Morasch, Managing Director of digitell.me, provide valuable impetus for companies that want to further strengthen their customer focus. They confirm that investing in the emotional connection of employees to the brand is a key element in promoting authentic and effective customer centricity.
Further information can be found in the original article on horizont.net.
