{"id":39856,"date":"2020-03-13T00:00:00","date_gmt":"2020-03-13T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/four-steps-to-driving-a-customer-centric-culture\/"},"modified":"2025-03-13T06:45:01","modified_gmt":"2025-03-13T13:45:01","slug":"four-steps-to-driving-a-customer-centric-culture","status":"publish","type":"post","link":"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/","title":{"rendered":"Four steps to driving a customer-centric culture"},"content":{"rendered":"<p><em><img decoding=\"async\" class=\"alignleft wp-image-30946\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/Jim-Tincher-270x300.png\" alt=\"\" width=\"100\" height=\"111\" \/>Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to help companies of all sizes improve their customer experience. In this guest blog, Jim outlines the four steps that can help your business create and push a customer-centric culture<\/em><\/p>\n<p><span style=\"font-weight: 400;\">This may surprise you, but I\u2019ve never come across a company that doesn\u2019t consider itself focused on customers. Nearly every executive and every employee claim that they operate in the best interests of their company <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i> <span style=\"font-weight: 400;\">their customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most organizations also have some sort of customer promise, even if they don\u2019t live up to it. Wells Fargo published theirs while simultaneously <\/span><a href=\"https:\/\/www.nytimes.com\/2020\/02\/21\/business\/wells-fargo-settlement.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">defrauding millions of customers<\/span><\/a><span style=\"font-weight: 400;\">. Even the Tennessee DMV has a <\/span><a href=\"https:\/\/www.shmula.com\/customer-service-tips-from-the-dmv\/10663\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer pledge<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So with just about everyone supposedly focused on customers, why is it so easy for Forrester, ACSI, and others to point out so many bad customer experiences?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because it\u2019s not about what your leaders and employees say, or even what they believe, it\u2019s about whether your company truly understands customer needs and builds that into their operations. That\u2019s hard work. But it\u2019s not impossible. For every Wells Fargo, there\u2019s a USAA or a Publix \u2013 companies built on delighting customers \u2013 that understands that it\u2019s not easy or glitzy, but it matters.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are four steps to help you along your way to customer-centricity:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Connect With Customers<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Curate Your Content<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engage Executives<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Enrol Employees<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">1. Connect With Customers\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before creating your customer-centric revolution, ensure you truly understand your customers\u2019 needs.\u00a0\u00a0<\/span><\/p>\n<h3><a href=\"https:\/\/heartofthecustomer.com\/category\/customer-journey-maps\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Get out and see your customers<\/span><span style=\"font-weight: 400;\"> in person\u00a0<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">This takes some effort and planning. You\u2019re not going to find them in your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/conference-room-setup\/\">conference room<\/a>. Meet with customers face-to-face and one-on-one, recording the interviews so that you can share them with the broader team later. These are the conditions that will allow you to gather the most accurate and valuable insights. Customers \u201con their home turf\u201d are going to be more comfortable than in an artificial environment, such as a focus group, and therefore more likely to provide candid, useful feedback. They may also have access to \u201cartifacts\u201d that impact their <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-and-customer-service-what-is-the-difference-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey<\/a>, allowing them to paint a fuller picture of the experience your company is providing as they see it.\u00a0<\/span><\/p>\n<h3><a href=\"https:\/\/heartofthecustomer.com\/how-to-map-your-customers-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Build a journey map<\/span><span style=\"font-weight: 400;\"> that includes customers in the process\u00a0<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Employee-hypothesized journey maps created internally are only starting points because organizational biases inevitably taint them. To capture an accurate picture of the customer experience, you\u2019re going to have to talk to actual customers.\u00a0<\/span><\/p>\n<p><span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=Before%20creating%20your%20customer-centric%20revolution%2C%20ensure%20you%20truly%20understand%20your%20customers%E2%80%99%20needs.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank'rel=\"noopener noreferrer\">Before creating your customer-centric revolution, ensure you truly understand your customers\u2019 needs. - @jimtincher <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=Before%20creating%20your%20customer-centric%20revolution%2C%20ensure%20you%20truly%20understand%20your%20customers%E2%80%99%20needs.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span><\/p>\n<h3><a href=\"https:\/\/heartofthecustomer.com\/3974-2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Uncover your <\/span><span style=\"font-weight: 400;\">Moments of Truth<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Every interaction your customer has with your company is not equally important. There are a few critical moments that have a disproportionate impact on customers\u2019 perception of the journey as a whole. That means those key moments have a more significant effect on customer loyalty, cost-to-serve, and engagement\u2026which also means they represent the most efficient, cost-effective opportunities to <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/improving-contact-center-productivity-in-the-telecoms-industry\/\" target=\"_blank\" rel=\"noopener noreferrer\">improve the customer experience<\/a>.\u00a0<\/span><\/p>\n<h3><a href=\"https:\/\/heartofthecustomer.com\/resource\/how-the-ymca-used-journey-mapping-to-boost-member-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Discover your <\/span><span style=\"font-weight: 400;\">personas<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">If you try to deploy a one-size-fits-all solution to please all of your customers, you\u2019re likely to please none of them. It\u2019s imperative to get to know your primary customer segments so you can determine their needs. Only then can you hope to meet those needs on the ongoing, consistent basis needed to build loyalty and trust.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-29573\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/business-meeting-at-busy-corporate-office-picture-id955946134.png\" alt=\"\" width=\"640\" height=\"219\" \/><\/p>\n<h2><\/h2>\n<h2><span style=\"font-weight: 400;\">2. Curate Your Content<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You can\u2019t share everything \u2013 that would result in a blather of customer research. Great CX programs break their information into digestible chunks that focus on what is most important for the current audience.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Discover <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/enhancing-the-customer-experience-interview-with-jim-tincher\/\" target=\"_blank\" rel=\"noopener noreferrer\">your customer\u2019s most critical needs<\/a> and make those the centerpiece of your story. For example, one bank discovered that simplicity was at the heart of their customer experience. Customers did better when the bank removed low-engagement channels and focused on streamlining the experience. And the bank was able to show how increased simplicity (defined both by behavioral data and surveys) led to more referrals, which they also tracked.\u00a0<\/span><\/p>\n<p><span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=Great%20%23CX%20programs%20break%20their%20information%20into%20digestible%20chunks%20that%20%23focus%20on%20what%20is%20most%20important%20for%20the%20current%20audience.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank'rel=\"noopener noreferrer\">Great #CX programs break their information into digestible chunks that #focus on what is most important for the current audience. - @jimtincher <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=Great%20%23CX%20programs%20break%20their%20information%20into%20digestible%20chunks%20that%20%23focus%20on%20what%20is%20most%20important%20for%20the%20current%20audience.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, another bank found that their customer experience hinged on a personal connection. While most of their customers used online channels, that first face-to-face conversation had a lasting impact. The more customers felt that they had a personal connection to the bank, the more products they selected, and deposits increased. So that bank worked to provide a personal connection even on digital products, and both customers and the bank thrived.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Same industry, opposite results. Once you learn your customers\u2019 critical needs, craft a story to bring this to life. And be sure to tie the story to your organization\u2019s business gains, as these two banks did. That makes the story even more compelling<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=An%20effective%20%23CustomerExperience%20makes%20it%20easier%20to%20accomplish%20your%20%23business%20goals.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank'rel=\"noopener noreferrer\">An effective #CustomerExperience makes it easier to accomplish your #business goals. - @jimtincher <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=%2Fus%2Fen%2Fblog%2Ffour-steps-to-driving-a-customer-centric-culture%2F&#038;text=An%20effective%20%23CustomerExperience%20makes%20it%20easier%20to%20accomplish%20your%20%23business%20goals.%20-%20%40jimtincher&#038;via=RC_Engage&#038;related=RC_Engage' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Engage Executives\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We all love to think of culture change being a bottom-up initiative. But that\u2019s not realistic. Trying to build customer-centricity without executives is like trying to make a sports car without a steering wheel. You\u2019ll go fast, but only until the first curve. After that, you\u2019re in for a fiery crash.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you tell me your executives don\u2019t get it, I\u2019ll hand you a mirror to show where the real problem lies. Executives <\/span><i><span style=\"font-weight: 400;\">do <\/span><\/i><span style=\"font-weight: 400;\">understand the importance of customers. But they also understand that working capital drives company health, and that return on investment (ROI) is necessary. The company can\u2019t serve customers if it doesn\u2019t survive.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your message to the C-suite needs to be: \u201cAn effective customer experience makes it easier to accomplish your business goals.\u201d Then take the time to show them how this happens.\u00a0\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/heartofthecustomer.com\/1-in-4-cx-will-loose-their-job\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">CustomerThink<\/span><\/a><span style=\"font-weight: 400;\"> reported late last year that only one in four customer experience programs can show a financial or competitive impact. To engage executives, you need to be among that 25 percent. If you\u2019re a health club, show how happier members buy more classes or churn less. If you\u2019re a software company, show how reducing the length of time to resolve <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-complaints\/\" target=\"_blank\" rel=\"noopener noreferrer\">complaints<\/a> leads to more upsells.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The costs of customer-focused initiatives are apparent. If you can\u2019t also show the business benefits, you\u2019re in for a rough ride. Take the time to connect those dots for your executives.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-31471\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/arlington-research-nFLmPAf9dVc-unsplash-scaled.jpg\" alt=\"\" width=\"640\" height=\"427\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">4. Enrol Employees\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Don\u2019t attempt this until executives are on board, but once they are, bring the good news to the troops. Remember, customer service isn\u2019t a single department \u2013 <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/employee-engagement-customer-engagement-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">it\u2019s everyone\u2019s job<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arrange for your executives to talk about why a customer focus matters. Arm them with videos of customers talking about what a \u201cgood\u201d experience looks like. Leave the charts at home \u2013 communicate using the voice of your customer. Even better, bring in actual customers to communicate it themselves.\u00a0\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/heartofthecustomer.com\/customer-room-prudential-interview-jason-kapel\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Create a customer room<\/span><\/a><span style=\"font-weight: 400;\"> to help employees empathize with customer needs. Let them experience confusing forms firsthand, or listen to a customer service call.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Encourage your most vocal supporters to become Customer Champions, representing their department\u2019s focus. Give them access to your latest customer intelligence so they can share the results throughout the company.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">It\u2019s Time to Focus\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">From what I see when visiting companies, pretty much every organization has a pillar around customer-centricity \u2013 but more often than not, it\u2019s just a label, devoid of any underlying meaning. Only by doing the hard work to truly understand customer needs, tying those needs to business results, and sharing that data with executives and employees can you become a customer-centric company<\/span><span style=\"font-weight: 400;\">, rather than one that just claims to be.<\/span><\/p>\n<p><em>To learn more about <a href=\"https:\/\/heartofthecustomer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Heart of the Customer<\/a> and Jim\u2019s work, you can follow him on <a href=\"https:\/\/www.linkedin.com\/in\/jimtincher\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/jimtincher?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, and check out his <a href=\"https:\/\/heartofthecustomer.com\/customer-experience-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to help companies of all sizes improve their customer experience. In this guest blog, Jim outlines the four steps that can help your business create and push a customer-centric culture This &#8230;<\/p>\n","protected":false},"author":29,"featured_media":39858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,18885,18391],"tags":[17460,12325,742,17450],"class_list":["post-39856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-ringcentral-newsdesk","category-it-leadership","tag-centric","tag-culture","tag-customer","tag-jim-tincher"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Four steps to driving a customer-centric culture | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Four steps to driving a customer-centric culture\" \/>\n<meta property=\"og:description\" content=\"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-13T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T13:45:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"268\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"RingCentral Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\"},\"author\":{\"name\":\"RingCentral Team\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358\"},\"headline\":\"Four steps to driving a customer-centric culture\",\"datePublished\":\"2020-03-13T00:00:00+00:00\",\"dateModified\":\"2025-03-13T13:45:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\"},\"wordCount\":1331,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg\",\"keywords\":[\"Centric\",\"culture\",\"customer\",\"Jim Tincher\"],\"articleSection\":[\"Business &amp; leadership\",\"Company news &amp; culture\",\"IT leadership\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\",\"name\":\"Four steps to driving a customer-centric culture | RingCentral Blog\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg\",\"datePublished\":\"2020-03-13T00:00:00+00:00\",\"dateModified\":\"2025-03-13T13:45:01+00:00\",\"description\":\"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to\",\"breadcrumb\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg\",\"width\":768,\"height\":268},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Four steps to driving a customer-centric culture\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"name\":\"RingCentral Blog\",\"description\":\"Intelligent Communications\",\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\",\"name\":\"RingCentral\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"width\":2048,\"height\":309,\"caption\":\"RingCentral\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ringcentral\",\"https:\/\/x.com\/ringcentral\",\"https:\/\/www.linkedin.com\/company\/ringcentral\/\",\"https:\/\/www.instagram.com\/ringcentral\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358\",\"name\":\"RingCentral Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\",\"caption\":\"RingCentral Team\"},\"sameAs\":[\"https:\/\/www.ringcentral.com\"],\"url\":\"\/us\/en\/blog\/author\/ringcentral-team\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Four steps to driving a customer-centric culture | RingCentral Blog","description":"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/","og_locale":"en_US","og_type":"article","og_title":"Four steps to driving a customer-centric culture","og_description":"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to","og_url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/","og_site_name":"RingCentral Blog","article_publisher":"https:\/\/www.facebook.com\/ringcentral","article_published_time":"2020-03-13T00:00:00+00:00","article_modified_time":"2025-03-13T13:45:01+00:00","og_image":[{"width":768,"height":268,"url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","type":"image\/jpeg"}],"author":"RingCentral Team","twitter_card":"summary_large_image","twitter_creator":"@ringcentral","twitter_site":"@ringcentral","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#article","isPartOf":{"@id":"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/"},"author":{"name":"RingCentral Team","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358"},"headline":"Four steps to driving a customer-centric culture","datePublished":"2020-03-13T00:00:00+00:00","dateModified":"2025-03-13T13:45:01+00:00","mainEntityOfPage":{"@id":"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/"},"wordCount":1331,"commentCount":0,"publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","keywords":["Centric","culture","customer","Jim Tincher"],"articleSection":["Business &amp; leadership","Company news &amp; culture","IT leadership"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#respond"]}]},{"@type":"WebPage","@id":"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/","name":"Four steps to driving a customer-centric culture | RingCentral Blog","isPartOf":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","datePublished":"2020-03-13T00:00:00+00:00","dateModified":"2025-03-13T13:45:01+00:00","description":"Jim Tincher (CCXP) is a recognized CX expert with a passion for customer experience, he founded Heart of the Customer, a cutting-edge CX consultancy, to","breadcrumb":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#primaryimage","url":"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","width":768,"height":268},{"@type":"BreadcrumbList","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"Four steps to driving a customer-centric culture"}]},{"@type":"WebSite","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","name":"RingCentral Blog","description":"Intelligent Communications","publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization","name":"RingCentral","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/","url":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","width":2048,"height":309,"caption":"RingCentral"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ringcentral","https:\/\/x.com\/ringcentral","https:\/\/www.linkedin.com\/company\/ringcentral\/","https:\/\/www.instagram.com\/ringcentral"]},{"@type":"Person","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358","name":"RingCentral Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g","caption":"RingCentral Team"},"sameAs":["https:\/\/www.ringcentral.com"],"url":"\/us\/en\/blog\/author\/ringcentral-team\/"}]}},"rc_img_url":"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/shutterstock_284519087-e1584024934466.jpg","rcblog_by_author":"<a href=\"\/us\/en\/blog\/author\/ringcentral-team\/amp\" data-dl-events-click=\"true\" data-dl-element=\"link\"><span class=\"image\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/9a8d989fa7e72af5bd5cf487cf7080318b695de4be89de382c5e64305dd0249c?s=96&d=mm&r=g\" alt=\"\" width=\"30\" height=\"30\" layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">RingCentral Team<\/span><\/a>","rc_author_full_name":"RingCentral Team","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2022\/02\/ringcentral-logo-new.png","rc_author_link":"\/us\/en\/blog\/author\/ringcentral-team\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/business-leadership\/amp\">Business &amp; leadership<\/a><a href=\"\/us\/en\/blog\/category\/trending\/ringcentral-newsdesk\/amp\">, Company news &amp; culture<\/a><a href=\"\/us\/en\/blog\/category\/it-leadership\/amp\">, IT leadership<\/a>","amp_link":"\/us\/en\/blog\/four-steps-to-driving-a-customer-centric-culture\/amp","excerpt_title":"Four steps to driving a customer-centric culture","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/39856","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=39856"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/39856\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media\/39858"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=39856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=39856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=39856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}