Our goal was to produce a tool that would meet varying needs to drive customer centricity across an organisation.
With that in mind we built the MRI in a modular fashion to allow it to meet a range of applications.
As of right now, we have defined 4 specific use cases:
1. The Leadership MRI
Application - Designed to be implemented at the highest level of leadership in an organisation or business unit. Typically this includes the CEO, their direct reports and next level of leadership.
Purpose - the goal is to both benchmark the existing state and also to create alignment across the leadership on what customer centricity actually is and how to lead the organisation towards improving it.
2. The Business MRI
Application - Designed to be implemented across all employees below the top 2 levels of leadership. Typically this will include all functional areas including, sales, marketing , customer service, IT, HR, legal, finance and operations.
Purpose - the goal is to both benchmark the existing state and also to create momentum for middle leadership levels to take action to incorporate customer centric behaviours in their activities.
A related tool, is the Customer Responsiveness Index (CRI) designed for internally facing functions, non-profits and government departments.