"There 's got to be more to life than fighting for fishheads." Jonathan Livingston Seagull
Saturday, May 25, 2013
Who Moved Your Cheese (Customers) ?
You need your customer more than they need you . Do you know this fact? Many would reply – YES we know.
But real problem starts when we see our action as far as customer experience is concerned. Our actions are not commensurate with the statement above.
How many companies have mission /vision statement? Most company will answer in affirmative.
But again real problem starts once the statement is freezed and put up on website and reception area. Other than customers no one in the organisations reads and practice that.
How many of the entrepreneurs are aware that in an era of commoditisation of products and services , ease & delight in fulfilling customer needs is the real sustainable competitive advantage? Fair number of entrepreneurs have now started realising this.
But how many entrepreneurs have done anything to achieve this competitive advantage ?
Become your own customer – visit stores, call call centers , use after sales, talk to front line people , talk to back-end people (their action or inaction impact performance of front-line employees and customer experiences) and realise – map competitive advantage your company enjoys.
Entrepreneurs and CEOs are talking & complaining about low sales, competitive pricing pressure, top-line growth issues, challenge of how to differentiate – but rare number of entrepreneurs and CEOs are taking action in the space of bettering customer experience (CE) and most are just clueless , complaining and talking about ROI on customer experience initiatives.
What is the ROI of life insurance policy? What is the ROI of medical treatment cost of a dying patient? What is the ROI of cost of going to the Gym? No we do not see ROI on insurance policy or medical treatment as it is a MUST to protect our family from risk , survival or preventive health measures. CE initiatives are beyond ROI as these are MUST , not just to survive but it is the cause of every business.It has to be a part of business strategy. (though ROI of better CE is obvious i.e. survival)
Cheese has again moved and those focusing on bettering customer experience know who moved and how to remain with cheese , all remaining are questioning & complaining – WHO MOVED MY CHEESE (Customers) ?