Digitally Powered Customer Centricity

in the Industrial Gas Sector:The Air

Liquide - Air Gas Merger
Why customer centricity ?

World /business in general has shifted towards this

 What is customer centricity ?

• Understand the customer

• Engage with customers from the beginning
• Demonstrate customer commitment from the top-down
• Design processes and policies from the customer’s point of view
• Measure what matters to customers
• Have a commitment to customer success

 How is Customer centricity executed in the organization ?

It is a corporate culture involving customer orientation,

competitor orientation and inter functional coordination.

CC and Competitive Advantage (CA)

Is CC a CA?

Can digital technology deepen CC?

 What is this ?

Value from the customers point of view

If they are making pro t, by doing business with

you vis a vis your competitors then , it competitive
advantage for us
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Why customers view point is imp ?

We tend to get con dent with our belief. This is

overcon dence bias - Kahneman, 2002

It is because of inside out approach

But what we need is outside in approach

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VRIO Framework
Competitive advantage

Temporary

Sustainable

What does customer centricity do to us?

Brings logic to the task

Customer centricity is a tool

It is frame (lens) through which you see the

business

 Quote

“Your success is governed by how well you

understand what you can do to create value for the
customer . If you can’t impact your customers in
a positive way , then you are going to be a
commodity product and you are going to get
commodity prices”

Lou Eccleston, CEO of TMX

Differential Value Proposition (DVP)

The investments you make and the impact it has

on the customers bottomline in relation to the
competitors

 Differential Value Proposition (DVP)-

Components

DVP% - Impact of company’s investment on

customers pro t

= Differential pro ts to the customers/cost of

pdt/service that the customer buys
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 DVP%

DVP%= 0 - Customer may switch

DVP%= -ve - Business at risk

From customer’s perspective , higher number is

better

Customer centricity- Requirements

Customer centric leadership

Customer centric organizational culture

Customer centric employee

Customer centric policy/procedure

 Buyer Persona

A buyer persona is a pro le that depicts your ideal

customer based of your existing data or research
on them .

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What is difference in CC In
B2C Vs CC in B2B?
CC In B2C Vs CC in B2B

B2C B2B
Customized experience across Customized experience across
touch points touch points
Deep understanding of Deep understanding of
Customers Customers
Individual Customers Organization is customer -
Aggregate of Individuals
Customer knowledge and Customer knowledge and
Intimacy - but in a ne way Intimacy - but in a granular way
Buyer personae is mostly 1/2 Buyer personae is mostly a team
individual
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 What is difference between Air
Liquide and Air Gas Customers?
Difference between Air Liquide and Air Gas Customers

Air Liquide Air Gas

Who Buys Large Customers Small Customers

Frequency of
Infrequent Frequent
Relationships

Depth of
Deep Not so deep
Relationships

Customer Trust , Ease and

Reliability , Proximity
Expectations thought leadership
 What is difference between
small and Large Customers?
What are the stages in
Customer relationship?
 Relationship Stages

Ignition

Activation

Maintenance

What are the customer Centric

activities of Air Liquide?
What are the customer Centric activities of
Air Liquide?

CRM

Voice of the customer

Large customers - KAM - KAM mgr

Health care - Intensely CC

What are the threats ?

 What are the threats ?

Digital Empowerment

Rise of small customers