What is missing from your efforts to become customer-centric?by
Lior Arussy pens an open letter to CEOs everywhere - feel free to hand a copy to your CEO and/or your senior executives ASAP!
- You wanted to hear the voice of customers – You were provided with many research reports containing in depth insight into trends shaping customer needs and wishes.
- You wanted to understand the financial case – A multitude of studies were dedicated to making the financial case for customer experience. How is it that 40% of customers are willing to pay a premium price for exceptional experience? (Strativity Group’s Consumer Study, 2009)
- You wanted to know how would it work – Many books are available which detail the steps which must be taken to become customer centric and design and deliver exceptional experiences.
- You wanted examples and case studies – Those are also available through a wide variety of publications. Just as a reminder, here is a short of the classics: Singapore Airlines, Starbucks, Ritz Carlton, Zappos and Virgin Atlantic.
- You wanted to know the impact on your organization and employees – Last year I published a book dedicated to that – Excellence Every Day.
- You wanted to have a personal experience – It was delivered in the form of an embarrassing YouTube video or damaging blog posting.
- They had the courage to admit that their current value proposition was not good enough to differentiate them from their competition.
- They were courageous enough to recognise that the days of product centricity were over and that they needed to start collaborating with their customers.
- They were courageous enough and humble enough to listen to their customers.
- They had the courage to break down silos and fight against private internal agendas.
- They had the courage to align measurements with customer action outcomes.
- They had the courage to stand up to the naysayers and say "This is the new direction! You can join us or you can leave us."
- They had the courage to face change and overcome their fear of the unknown.
- They had the courage not to hide behind complacency.
- They had the courage to allocate sufficient funding to make customer centricity a real success.
- And most of all they had the courage the lead the charge! They were there front and center and lead by example.
Lior Arussy is the president of Strativity Group and the author of several books. His new book is Excellence Every Day: Make the Daily Choice-Inspire Your Employees and Amaze Your Customers.
Recent articles by Lior Arussy
Planning your customer experience strategy? Listen to your CEO!
To whom are customers loyal?
How to transform into a customer-centric organisation
To Tweet or not to Tweet: That's NOT the question
Customer experience in challenging economic times: Part two
Customer experience in challenging economic times: Part one
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.