I hear more and more Middles & Tops mention the importance/need for customer obsession. It’s often used as an exhortation to the Bottoms – those on the front line. Something interesting happens when I ask the speaker what s/he means by, is pointing at, when s/he speaks of customer obsession. Silence followed by stuff that shows up for me as either banal or made up on the spot. Little in the way of thinking (as in contemplation) has occurred in many instances.
One might think by now that we would have figured out what makes for great customer relationships & experiences. Ask yourself have we figured this out? Really, lets stop and really sit with this question. What comes up for you? Here’s what comes up for me:
When you decide to work in the ageing business you have to get used to talking and writing about subjects that marketers would prefer to forget or not know about. That includes both the young and old variety of marketers.
When you say your specialist area of expertise is the effect of physiological ageing on the CX you get some rally weird looks!
Just to add to the naturally occuring travails of older consumers, the normal results of ageing, there are a host of age connected illnesses and disabilities that they might develop.
When it comes to a customer experience transformation, is there a burning platform in your business? Or is everyone happy with the way things are? No need to change how you do business? How leaders conduct themselves? How your people are treated?
How can you be sure that your VoC initiative stays fresh and relevant?
Continuous improvement is just important for your VoC initiatives as it is for your entire customer experience journey/transformation. What are you doing to ensure that your listening efforts are always fresh and relevant?
Stefan Kolle is the co-founder and managing director of Futurelab, a customer centricity and customer experience specialist consultancy working with some of the world's biggest brands to increase customer loyalty and profits. We recently spoke with Stefan about how companies everywhere can improve their customer experience.