What’s The Top Imperative At Your Company?
“If it’s not a transformation to make the company more customer-focused, you’re making a mistake. Technology and economic forces have changed the world so much that an obsession with winning, serving and retaining customers is the only possible response.” writes Michael Gazala of Forrester Research.
“This customer-driven change is remaking every industry. Cable and satellite operators lost almost 400,000 video subscribers in 2013 and 2014 as customers dropped them for the likes of Netflix. Lending Club, an alternative to commercial banks, has facilitated more than $6 billion in peer-to-peer loans. Now that most B2B buyers would rather buy from a website than a salesperson, we estimate that one million B2B sales jobs will disappear in the coming years.
To thrive in the age of the customer, winning companies will embrace four mutually reinforcing market imperatives in order to become a customer-obsessed company:
- For speed, tap into mobile connections;
- For intelligence, set up systems to gather customer knowledge;
- For impact, build a better customer experience; and
- To become flexible, embrace digital transformation.”
Many companies are developing and deploying mobile apps of all shapes and sizes. They are analysing the large amounts of data their systems already have about their customers and gathering even more. Not all companies are however taking a methodical and thorough approach to improving their customers’ experience.
“Delta Air Lines recognized that improving customer experience – with a focus on eliminating cancelled flights – could make a world of difference in its business. Mobile apps for customers, flight attendants, and pilots streamline the experience for everyone. Making these applications sing required retooling back-end systems and led Delta to acquire staff and technology from travel technology firm Travelport. The result of this focus was a 13-point year-over-year jump in its Customer Experience Index score.”