Here’s a question that can make some of us uncomfortable: How can your work be customer-centric when you don’t have direct contact with customers

Are you like me? Do you sometimes struggle to connect the dots between day-to-day work/decisions and customer needs and wants? I know I do. I think this is a common struggle.

But that’s the real value, I think. It’s the day-to-day struggle to always try to connect these dots that’s important. Many of us do not interact with customers daily. And so the tendency can be to become isolated and insulated and dwell on the work in front of us. It’s the struggle to always understand this tendency and always work at connecting these dots that’s important.

I know we can be customer-centric – no matter our role. So, here are a few ideas and techniques to always keep the customer front and center in your work.

Become a problem-solver. Don’t just identify problems that are in front of you! Find them. Then, help fix them. Use your wisdom to break down barriers and correct things on behalf of your customers. Find your voice and be (as my friend Peter Gunder says) respectfully courageous! Solving problems quickly and efficiently is important to them – and your organization.

Seek honest feedback. Talk to your peers and ensure the work you’re doing benefits customers. If it doesn’t, find the courage to adjust. An agile, do-it-anyway attitude is contagious and can make a big impact!

Learn from other people. When I need inspiration, I call on my time as an agent, or growing up, when I helped my dad in his American Family agency. Or I pick up the phone and call one of our local agents. These are constant opportunities for me to connect those dots.

Learn from other brands. Companies like Southwest Air, Starbucks, Zappos and others are winning because of their service. While they may not look like us, we can all glean ideas and inspiration to become better at what we do.

Be optimistic. Your enthusiasm for the work you’re doing is contagious – and can impact your culture – and ultimately the success of your products, your services and your people. Become a light for others to find and follow as you navigate the changes ahead.

I hope these ideas get you thinking about the culture of being customer-centric. What would you add?