Friday, August 20, 2004
Strategy : Deliver real value to the customer
Is your company really focused on the customer, or are you just pushing products? The Channel Pro has been addressing the ways in which we view our customers, and the language we use to discuss them. All of this is important because it defines a company's perspective and the relationship it has with customers.
Phrases like "putting the customer first" and "the customer is always right" have been thrown around forever. The "customer centric" buzz is almost deafening. But what does it mean to "put the customer first"? Everyone these days claims to be "customer focused", but that phrase has different meaning to different people.
There's a good article in CRM Buyer that discusses this issue. It points out that for too many companies "customer-centricity has been taken up not to effect real change but simply as a better way of achieving the same goals. No sooner have new tools and concepts been embraced than they're used to push the same old products more efficiently and more effectively. "
The article suggest seeing your company as "a portfolio of customers looking for value".
Customers appreciate real value far more than lip service.
1 comments
Is your company really focused on the customer, or are you just pushing products? The Channel Pro has been addressing the ways in which we view our customers, and the language we use to discuss them. All of this is important because it defines a company's perspective and the relationship it has with customers.
Phrases like "putting the customer first" and "the customer is always right" have been thrown around forever. The "customer centric" buzz is almost deafening. But what does it mean to "put the customer first"? Everyone these days claims to be "customer focused", but that phrase has different meaning to different people.
There's a good article in CRM Buyer that discusses this issue. It points out that for too many companies "customer-centricity has been taken up not to effect real change but simply as a better way of achieving the same goals. No sooner have new tools and concepts been embraced than they're used to push the same old products more efficiently and more effectively. "
The article suggest seeing your company as "a portfolio of customers looking for value".
Customers appreciate real value far more than lip service.
1 comments
Comments:
Bill, I definately like the notion of the portfolio of customers. Companies across all segments are starting to realize that consumerism is about to turn militant. Modern customers are getting a voice through the web that they haven't had since before the industrial revolution. Consumers of all colors, types and flavors are beginning to search out virtual communities that have similar interests. While this all seems benign enough, the real interesting side effect is that these new aggregated communities are starting to flex their 'corporate' muscles. Initially these communities formed up around support cells or mutual interest groups. These 'coalitions' of like minded folks are beginning to see that they have empowerment and linkage as their ranks begin to grow (i.e. recent political supporters). This sense of scale is going to make these online communities a modern marketing force to be reckoned with.... companies that use the same old marketing saw that is product and company centric will find themselves in trouble when their customers begin to find their voice in these forums.
It is my view that consumers that find themselves self-selected in online communities will start to send clear signals to marketing professionals that the day of the Henry Ford industrial revolution is about to end. No longer will consumers tolerate just taking what they get. I think the companies that ignore the value statements as put forward by these newly empowered community-ites will do so at their fiscal peril. There is a new day dawning where value is not only perceived by savvy consumers, but is designed with the customer in the driving seat.
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It is my view that consumers that find themselves self-selected in online communities will start to send clear signals to marketing professionals that the day of the Henry Ford industrial revolution is about to end. No longer will consumers tolerate just taking what they get. I think the companies that ignore the value statements as put forward by these newly empowered community-ites will do so at their fiscal peril. There is a new day dawning where value is not only perceived by savvy consumers, but is designed with the customer in the driving seat.
