It was my first time participating in #LeadershipChat last March 13th, where I had the pleasure of learning from @BobBurg and other brilliant folks there. The topic of customer centricity made me want to dig deeper in the agenda of creating a positive customer experience at point-of-sale and post-sale transactions. Is it all about adding value to your company… by being a go-giver in this go-karma economy? Last time, I’ve pondered on the subject of going beyond customer satisfaction surveys and now, let’s break into the reality of implementing your customer strategy by taking a risk to do something that have eluded many businesses for years.
Commodity Hell: The Challenges in Today’s Marketplace
Why is it hard for many CEO’s to answer a simple question, if their business is customer-centric? Yes, plenty of organizations do have a customer service department, but it’s more like a ‘set it and forget it’ scenario where business-to-consumer relationship runs on shallow waters ( murky as well ). Organizations sent out plenty of surveys to get useful data for them to analyze and learn from it, but most often, it doesn’t reveal anything vital about their customers. It’s a no-brainer that knowledge of your customers means more revenues and still, more evidence is seen each day on how lack of collaboration and siloed information in your internal departments may be the very barrier to achieving a customer-centric brand. Is it lack of resources to implement a well-rounded program.. or, is it fear of failure? What’s stopping you?
Looking Through the Lens: An Outside-In Approach
Every CEO knows in his/her heart that running a customer-centric business is the key to its success. The reason that we’re all consumers make up for the validity of this thinking and yet, there seems to be a gap somewhere. Instead of looking at your business from the inside, try walking in the shoes of your customers and see your brand through their eyes. In that way, you will understand what real problems they face and how you can come up with the best solutions to help them. Sometimes, you can’t stop wondering if it’s psychological.. that many executives play it safe by continuing to impose systems that didn’t work, that doesn’t work even now. Are we making excuses? In simple words, it’s just doing what you say you will do and as such, bringing value your brand promises and delivering it constantly to your customers.
When Customer Centricity Means Sustainability
You know that as new technologies rise, the communication barrier between your business and your customers will cease to exist. So, what does it really take to make that transition? In this competitive age, having a consumer-centric business is not a goal; it’s a must – if you want to survive longer. Creating a culture that puts your customers at the core of every business decision-making can be challenging as you can’t please everybody. Still, having a holistic approach is the key and by training your employees with the right tools to solve your customers’ issues, and by motivating your team with appreciation of their efforts, you CAN start a domino effect that will build a solid rock for your business to stand on.
The days of fooling customers to earn profit is over. They are smarter now. Are you ready to get real and face this reality?