Towards Customer Obsession

In a recent interview with Tech2, Ashutosh Sharma, VP and research director at technology and market research company Forrester, decreed that organisations “need to go beyond customer-centric to become customer-obsessed” as part of the ongoing digital transformation.

…digital transformation is the process that businesses need to go through, at the end of which they are able to exploit digital technologies to create new sources of value for customers, as well as increase operational agility in service of customers.”

but to date, Sharma argues…

…companies were able to get away with displaying limited customer empathy and customer centricity at touch points that were most visible to the customer. It was only skin-deep. A successful digital transformation requires that all the functions within the company, even behind the line of visibility, are as customer-obsessed as the rest of the organisation,”

and it has to be led from the very top…

Unlike previous transformations, this time it is not about improving the efficiencies or reducing the costs which can be effectively led by functional heads. Being a customer-obsessed enterprise takes the whole village. The CEO needs to lead from the front and formulate the vision and the strategy for the entire organisation”

Read the full interview here.

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