Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to improve your customer focus

How to improve your customer focus

CEO of ‘How to Experience’ David Williams offers some advice 

‘F’ is for Focus. And Fail.
Customer Focus is all about understanding prospects and customers better. It’s about formulating compelling propositions and deploying them effectively.

It’s not something large PLCs do well.

CMATTM, from QCi, measures how well large organisations score in an evidence-based way. It’s the world’s largest benchmarking database in this area. The average score? A paltry 35%. That’s an F.

Well meaning’ is not a quick fix.

The last 10 years have convinced me that virtually all organisations could do “customer focus” better. Of the hundreds of initiatives I’ve reviewed, the same issues recur. Basically, quick surface-deep initiatives don’t cut it.

The internal “stickers and brochures” campaigns, the new bold talking PowerPoint are harmless and well meaning. But they change nothing and challenge no-one.

At worst, they are divisive - with unclear objectives that distract the organisation from its core objective. It’s usually a great leadership team that transforms a businesses approach, not a customer focus programme. But why?

Make money from customers. Reward investors.

The first thing to understand is that organisations make money from customers to give to investors. However, they can only do this if there is a value exchange with their customers.

Traditionally, value has been created from economies of scale. Doing more at a better quality and cheaper price has delivered value to customers.

The most recent phase has involved off shoring and outsourcing. In manufacturing everyone talks about the “China Price”. In Contact Centres (the modern factory) it’s the 10% labour rates in India and Eastern Europe.

Unsurprisingly, many organisations pursue the efficiency of outsourcing. Increasing revenue per customer is another way of driving efficiency.

“Computer says ‘No’”

It may be good for the books…but is it good for the customer? Often, the answer is an overwhelming ‘no’. Increasingly, cash rich and time poor customers value quality of service and convenience just as much as keen pricing. When “Computer Says No” to customers, the standard operating model starts to rub.

Yet if organisations can find a way to integrate efficiency with added customer value, everyone can win.

Virgin says ‘Yes’.

One of the best examples is Virgin Atlantic.

Virgin recognised that getting to an airport represents hassle. They could have done the quick, incremental fixes: better signage; wider parking bays, improved check-in and so on. But they didn’t.

Instead they looked at changing the whole customer experience. The result: “Don’t worry: we’ll pick you up and we can check you and your bags in on the way”. They were brave enough to invest in things around the customer’s real needs.

The veneer of ‘better for customers’. Or what Customer Focus really means.

If you get money from customers to give to investors you want to do this as efficiently as possible. It’s this ‘process optimisation’ that so many corporations now cloak under the “customer focus” initiative banner.

I mentioned how the best programmes have great leadership. CEOs are generally decent people who believe in a reasonable level of service. Yet they also face a dilemma.

On the one hand, the shareholders demand returns. On the other, customers expect attention.

Often, CEOs are too far removed from the service reality. A middle management layer protects the status quo. In one PLC, it emerged the service director used the engaged tone on one of its call answering lines….because calls lost in this manner didn’t affect the headline call answering metrics.

Good customer focus initiatives change the metrics and understand the business impact of actions.

To help well-intentioned but misguided CEOs, senior marketers must bring the real customer needs into the organisation - bring the real experience to life. Honesty about what needs fixing and clarity about real intent and objectives are pre-requisites. By changing the metrics behind these goals, we can pinpoint the difference made to customers and the business.

drug prescription card canada drug pharmacy coupon viagra coupons online
free discount prescription cards site online viagra coupons
coupon for cialis transfer prescription coupon
coupons for cialis printable site drug coupon card
discount drug coupons transfer prescription coupon
low cost abortion clinics site houston abortion clinic
bystolic coupon 2014 open generic bystolic alternative
the day after pill teen pregnancy abortion clinics in dallas tx
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
does an abortion hurt first trimester abortion why should abortion be illegal
nexium 20 open nexium 20
amoxicillin-rnp link amoxicillin dermani haqqinda
manufacturer coupons for prescription drugs lilly cialis coupons coupons for cialis 2016
how to have an abortion pill abortion price
buscopan plus preis buscopan plus buscopan dragees
thyrax bijsluiter thyrax fk thyrax fk
cialis discounts coupons coupons prescriptions
free cialis coupons cialis coupons from lilly
cialis manufacturer coupon 2016 free cialis coupon 2016 cialis coupon card
cialis manufacturer coupon 2016 coupon for cialis prescription transfer coupon
prescription transfer coupon coupons for prescription medications lilly cialis coupon
vivitrol wiki link naloxone naltrexone
low dose natrexone link revia uses
difference between naltrexone and naloxone link naltrexone withdrawal
naltrexone 4.5 mg buy click low dose medicine
naltrexone high open naltrexone 4.5 mg side effects
vivitrol canada open vivitrol shot side effects
ldn therapy vivitrol injection side effects difference between naloxone and naltrexone

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.