How ‘Customer Healthy’ Are You?
Customers are key in any engagement. We came across a great article by Don P. on Linkedin.
Here it is:
Business executives often ask me to evaluate how healthy their company’s customer-oriented policies are, and to advise them on how to become more customer-centric.
But different executives have different opinions about what being customer-centric really means.
Some managers think their companies are customer-centric because they have a loyalty program that treats gold or platinum customers better, or because they use social media to interact with individual customers, or because their corporate values state explicitly that the customer is at the center of everything they do.
But the truth is, very few companies really put their customers at the center of everything they do. The vast majority of today’s companies are product-centric, with some well-meaning customer-oriented ideas woven into their processes. They aren’t even very “customer healthy” in this regard, because often their customer-oriented policies conflict with the way they reward success within the company.
If you’d like to evaluate how customer-centric your own business is, here are four questions you can start with:
- Have you segmented your customers by their individual needs – that is, by preferences, or life stage, or psychographics, or some other proxy for customer motivation (and not just by customer spending level or volume)?
- Do you actively solicit customer feedback and integrate it into your processes?
- Can you calculate and predict profitability by individual customer, based on interactions and spending, over time?
- Do most of your front-line staff agree on the general “direction of success” when it comes to solving customer service problems?
You have to be a Linkedin member for the same.
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