Is your organisation customer centric? Here are 4 nuggets to get there.
What a dreadful phrase ‘customer centric’! I love Tom Fisburne’s tongue in cheek humour, how he pokes fun at our industry – have a belly laugh at this https://marketoonist.com/2017/01/customer-centric.html
Seriously though, many many business leaders think they’re customer centric. But they’re not; they’re only paying lip-service to that value.
There’s a science and art to it. Let me share 4 nuggets:
Firstly, you can’t put the customer at the heart or centre of the business if you’re not pulling together as a team to capture the hearts and minds of each individual customer.
Secondly, you won’t be able do that if you don’t follow Jay Abraham’s & Tom Peter’s classic platinum rule – it’s not about doing unto others as you would have them do unto you. It’s more about treating people how THEY want to be treated not how YOU think they want to be treated.
Thirdly, you haven’t got a prayer of doing that if you don’t have the best plans & processes to get the critical data on each individual, to manage it properly (and legally and securely) and to use it elegantly.
And that’s not about trying to harness BIG data. Probably most of it is not of priority relevance.
It’s the TINY data that matters (a phrase I picked up when listening to Clive Humby talking); those crucial triggers around influencing behaviour.
Organisations must own up to pursuing this agenda to achieve proper custom centricity.
And there is a looming sense of urgency. Board responsibility for data governance is now firmly enshrined in the new GDPR law as of April 2016. This will be enforced from 25 May 2018. “That’s ages away yet” you may say. Well, the reality is this, many of the necessary processes to overhaul husbandry of customer data and customer knowledge will take a while.
So 25 May 2018 is not actually that far away, therefore the most professional and responsible commercial decision is to jolly well get started now.
Those organisations that are dilatory, leave it too late, get discovered with below par compliance will face massive fines, up to 4% of annual global turnover (do the arithmetic!). Reputation, Trust and shareholder or stakeholder value will all be battered.
Fourthly, there are ways to facilitate and expedite beating the enforcement deadline and avoid being investigated.
Don’t try to do all this internally with some cobbled together cross function working group. Two decades of experience have shown us that there are entrenched views and opinions and processes that will frustrate harmonious progress, killing the speed of delivery the Board will want, even demand.
There are experts who can transform a potentially debilitating nightmare into a pleasant adventure.