Video: Contact Center; From Cost Center to Profit Center
Published on — Written by Wonderflow

- Strategy
- Technology
- Customer-centric KPIs
Usually, Product-Centric companies have their competitive advantage stored in product expertise. Remember this. It shouldn’t be surprising – in fact, the more we become ‘experts’ of technology, the more we irrationally feel that we don’t need to listen to customers.
Generally, Customer-Centric companies try to align development and delivery around the current and future needs of a set of customers. This sentence is very important, as it introduces three new concepts that are not present in a strict Product-Centric culture:
- Future
- Segmentation
- Personalization
In fact, Customer-Centric companies try to maximize shareholders’ value by distinguishing highly profitable clients from less profitable ones, introducing the concept of lifetime financial value. Hence, Customer-Centric brands do not only care about today’s revenue but invest to cultivate clients that may spend more in the future. As a consequence, Customer-Centric firms’ competitive advantage is in the relationship experts, and no longer in the product.
Sounds good, but how do Customer-Centrics execute their plan? Mostly by focusing on these three tactics:
- Customer development: make existing clients more valuable
- Customer retention: cultivate clients so they don’t leave for another brand
- Customer acquisition: focus on behaviours, not on demographics
So why is it so important that executives know and understand the product and consumer-centric concepts? Because moving from Product-Centric to Customer-Centric requires a cultural change from the above. Changes may impact design, structure, processes, metrics, and even incentives. The focus needs to move from ‘sell now’ to bigger, and more long-term goals.
What if you realise that your company is a Product-Centric company? First of all there is no good or bad here. There are many successful product-centric companies out there, but it is also true that in highly competitive markets most brands are now becoming Customer-Centric.
What if you aren’t an executive? Well, you can start your Customer-Centric transformation without having the support of the top management (yet). Try to experiment with this routine:
- Ask your clients/contacts/colleagues for feedback after an important interaction
- Write it down, segmenting by different customer persona
- Collect them during the week, and ask at least another colleague to do so
- Organize a 20-minute meeting with your team to share the feedback, discuss learning, and think about improvements
- Implement the changes into your day-to-day while you keep track of new feedback
- If results are encouraging, share them with the management
- Advertise the changes to your customers, as they would be delighted that you heard their voice.
For more interesting content, click here.
About Wonderflow
Wonderflow empowers businesses with quick and impactful decision-making because it helps automate and deliver in-depth consumer and competitor insights. All within one place, results are simplified for professionals across any high-UGC organization, and department to access, understand, and share easily. Compared to hiring more analysts, Wonderflow’s AI eliminates the need for human-led setup and analysis, resulting in thousands of structured and unstructured reviews analyzed within a matter of weeks and with up to 50% or more accurate data. The system sources relevant private and public consumer feedback from over 200 channels, including emails, forums, call center logs, chat rooms, social media, and e-commerce. What’s most unique is that its AI is the first ever to help recommend personalized business actions and predict the impact of those actions on key outcomes. Wonderflow is leveraged by high-grade customers like Philips, DHL, Beko, Lavazza, Colgate-Palmolive, GSK, Delonghi, and more.
Other articles you might like:

Consumer Electronics · May 17, 2023
Phone or “Camera”? Key Insights of Smartphone Reviews Analysis
Once upon a time, phones were primarily used for making phone calls. But then smartphones arrived and changed everything. Phone calls became just one of the many things you could do with a smartphone, probably not even the most important one. Smartphones now allow us to do various activities, such as navigating, taking pictures, messaging, and checking social media. Our smartphones are filled with apps, and how we use them varies from person to person….

E-commerce · Mar 30, 2023
Can Cultural Norms Influence eCommerce Reviews? A VoC Analysis of 14 Countries
Every country has its own set of rules or expectations, which we call cultural norms. They are behaviors and thoughts based on shared beliefs within a particular culture or group. Norms are usually unspoken and create social standards for what behaviors are acceptable and unacceptable in human interactions. In a way, norms govern our individual lives. On the other hand, stereotypes are fixed, over-generalized beliefs, assumptions, or expectations about a particular group or class. In…

Voice of the Customer · Mar 17, 2023
7 Teams That Can Benefit From A Voice of the Customer Software
Voice of the customer (VoC) analytics software is a powerful tool that can benefit any business department, from product development to marketing and sales. In this blog post, we’ll explore just some of the departments that can mainly benefit from using a VoC tool. 7 Departments That Can Benefit From A Voice of the Customer Software Marketing To be successful, marketing teams need to have a good understanding of what their target audience wants and…