What is this blog about?
This is blog about all things Customer including customer strategy, customer experience, customer service, customer marketing, customer insight, customer loyalty, social CRM and ‘change management’.
What can you expect from this blog?
First, I am present to and bring into the picture the human (existential-emotional-social-cultural) aspects that are often omitted in our taken for granted organisational narrative that focusses on data, analysis, processes, metrics and technology. I find it amazing that so many people talking about and working in the Customer field are missing the point that customers are human beings. And human beings are emotional beings living in social groups (tribes and communities) and shaped by the culture that they swim in.
Second, I strive to get the right balance between the theory, the evangelism and the reality on the ground in terms of case studies. I can see the value of the customer orientation and I can also see the limits. And I do not believe that every business needs to deliver a wow customer experience.
Third, I strive to take a skeptical – questioning – look at the subject matter. Why? In the words of James Surowiecki (The Wisdom of Crowds): “The problem is that once everyone starts piggybacking on the wisdom of the group, then no-one is doing anything to add to the wisdom of the group.”
That brings me to the purpose of this blog: add to the wisdom of the crowd by offering my independent, sometimes contrarian, perspective to the conversation.