In today’s crowded marketplace with demanding customers, shortening product life-cycles and constant innovation, it is imperative for organizations to closely align with their customers experience. Companies that make the investment into delighting the customer along the customer life-cycle will reap significant benefits- enhanced customer loyalty, brand differentiation and ultimately higher shareholder value.
Given how obvious this is, it still surprises me as to how many B2B sales calls still focus on how great the company’s product and solutions are, the features and benefits of its offerings and its price competitiveness. What is glaringly conspicuous by its absence is really understanding what the customer needs, their priorities, concerns and fears and then showing how your solution (s) can help solve their issues. Its about the customer, not about you or your company’s products and services.
It all starts with a customer centric employee focus and mindset that is cross-functional and bottom-top. This will ensure that operational silos are broken down and the customer is at the core of every interaction and touch point. Effective Omni-channel marketing, sales and customer service will become a reality only if each employee across the organization adopts a customer first approach and is enabled to do the right thing for the customer. Both Wall Street and Main Street will reward this paradigm shift in myriad ways, while increasing customer switching costs to build long-term engagement and brand value.
