Customer-centric Circles, the Self-directed Approach to Service and Mindset Changes

Abstract

Front-line people are typically trained so as to modify their behaviour and actions. Unfortunately, these training programmes do not impact the behaviour, though they are useful in imparting skills. This article describes customer-centric circles, and the resultant benefits in customer focus, team work and improved service value creation. Much of this is done through mindset changes that occur when front-line people are self-directed and self-motivated. Customer-centric circles (shortened to customer circles) were started in companies from around 2004. This article describes customer circles; how customer circles can create/add value to the firms including their employees and mostly for customers, particularly in the service area and in team work and customer focus; customer circles are compared to traditional training programmes; and how customer circles can be implemented in the internal structure/organization and challenges. Cases of customer circles are discussed. The front-line people can be in various disciplines such as manufacturing, administration and sustainability.