Friday, March 30, 2012

Customer Experience – Next Competitive Battlefield

Today on road in Mumbai and again ashamed to see the condition of the roads across the city. Its not post monsoon but pre monsoon and 6 months after the last monsoon.  Who is in charge of the city roads?

Hope our corp-orators are travelling by road and not by helicopter ofcourse not by train. Just callous attitude of the people in power and people busy with their daily duties ignoring collapsed infrastructures.

This happens when there is no mind for Customer (Citizen) Experience.  People who votes and who are suppose to be served are ignored for various other priorities. Citizen comes last if at all.

Now moving to the corporate. Customer Experience is also not a priority here.  Customers are adjusted to sub standard customer services and experience.  My earlier post r CEOs PASSIONATE abt their CUSTOMERS? I had stated that problem is at the TOP.


Culture percolates from Top to the bottom.  Amazon CEO Bezos is a great fan of creating wow customer experience. He had stated about Inverted 30 : 70 Ratio - Customer Experience.

Companies spend huge sums of money on marketing but hardly work on creating amazing customer experience which in turn will reduce marketing spend, shorten sales cycle and build powerful brand through word of mouth.

Enough is Enough. Be it government or companies , time has come that non performers or rather non wowers will be out of the business. If your government is not focusing on citizen need or company is not focusing on creating superior customer experience, all other competitive advantages will soon become history.

In his recent blog post Jacob Braude, vice president of strategic planning at Saatchi & Saatchi Wellness rightly writes that Experience Is The Next Frontier In Marketing.

I think time has come for every entrepreneurs to embrace new battlefield and start working on customer experience design. In Govt space Gujarat and Bihar govt has already embraced and made the citizen their focus area.

Competitive landscape is changing and focusing on customer experience is the right strategy for everyone be it corporations, government or NGOs.  Strategy for Next Financial Year - Customer Centricity - Customer Delight - Referral Marketing - Improving Net Promoter Scores  { Rest all strategies and parameters will be taken care of }.

* Inviting interest from readers to join Customer Experience Professionals Association of India.

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