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A very interesting question to which there are many answers I’m afraid! “Customer focused transformation is producing long-term sustainable growth through a systematic, tested process. The approach gets all employees collaborating to identifying the outcomes that customers need – and to help them get there.” Sandra Vandermerwe. Deep customer focus doesn’t necessarily mean buying latest CRM softwares to track customers’ purchases. It is the attitude that should go deep inside the company to know what it is and what it does. It is the vision and mission of the company that glues all of its processes together to achieve its core purpose,i.e., satisfy customer needs. By creating strategies that focuses on consumer needs, I believe the company will be better understanding its customers, and be indispensable to its customers. When companies better start to understand customers’ needs, customer focus becomes a culture of that organization and gets reinforced within. And because of this dynamic deep-rooted culture and a comprehensive organizational change and transformation (at all levels), deep customer focus is achieved which is almost impossible to imitate.
The problem of most companies is that they gather and collect as much data as possible but are unfortunately, failing to use it to their advantage. It is not the quantity of the data that solves the problem but the type of data your company is focusing on. Company giants like Google and Tesco always collect valuable and relevant data and convert it into informative insights. It is perhaps of their data collection and conversion techniques they better understand their customers and are closer to them like never before!
Furthermore, competitors will find it very difficult to imitate a company’s focus because the data collected by any company are in a form of bits and pieces. It can be used in different occasions or can be understood or perceived in many different ways. Also one company’s focus may be way different than other company’s, even if they serve the same product/service in the same market!
Obtaining a deep customer focus is company-wide, usually involves a culture change, and requires a strong commitment and leadership from the Management.
Hi, Ijust want to give an example. In many admired cos the CEO takes inbound calls for customer service just to get a feel what the customer thinks. This is a practive that enhances customer centric behavior and DEEP CUSTOMER FOCUS.
