Staff photo by Kevin Jacobus
Craig Bailey of Hudson is the president of Customer Centricity, a
consulting company that helps businesses better serve their
Teaching to serve
Tuesday, August 20, 2002
By BRAD LEIGHTON, Telegraph Staff ,
HUDSON – Ask Craig Bailey how a business can best get through hard
economic times and his answer is simple – keep your customers and
get new ones.
Easier said than done? True, but Bailey’s new business, Customer
Centricity, helps businesses get better at servicing and keeping
“If you can improve your customer relationships and improve
service, then you are going to increase efficiency and increase
revenues,” Bailey said. “Companies need to learn to treat their
customers as people, not numbers.”
By improving employees’ relationships with customers, the
employees themselves become happier and more productive, Bailey
Bailey is a self-professed customer service “evangelist,” he said.
“The idea is to teach companies how to change and also inspire
them to do so. Sometimes the inspiration is more important.”
But employees must be trained, especially those who face
customers, he added. “Each employee must present a unified message
to the customer.”
Customer Centricity provides people training, improves the process
by which a company serves customers and reviews technology to
determine what business processes should be automated to better
serve customers, and what should be left in employee hands.
“Unfortunately, many companies invest in technology to address
their customer relationship goals, without addressing the people
and process elements. Effectively improving customer relationships
requires a balance,” Bailey said.
Customer Centricity emphasizes the people skills needed to improve
customer relationships. For example, businesses need to be in tune
with their customers and flexible enough to respond to the
customer’s changing needs, Bailey said.
The business also has to keep its eyes open for other
opportunities, such as selling products that complement an already
sold product line – the hot dog and bun idea.
“Loyal customers are five times more likely to repurchase from you
and generate over 25 percent more profits,” Bailey said.
Customer Centricity has formed a team of seven seasoned executives
to advise businesses on the best way to serve their customers. The
team includes expertise in customer service, finance, technology,
human resources and business organizations and processes.
Bailey was vice president of customer care for Genuity, the
director of information services for GTE Internetworking and held
customer relations and technology positions at EDS, Holland Mark
Martin, GTE Mobile Communications and the Great Northern Paper Co.
Other team members have experience with companies such as Northrop
Grumman, Fidelity Investments, Ziff Communications.
Brad Leighton can be reached at 594-6446.
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