Success requires collaboration so that your organization is “speaking the customer’s language.” Communication is inevitably poor when it is one-sided. Focusing on your customers is the most important dimension of your culture, and its delivery must be as fluent as possible.
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If you are constantly looking at what your competitors are doing, you will simply end up imitating each other. Being customer-centered, on the other hand, brings better clarity to organizations because it focuses them on thinking like a customer, instead of a competitor.
Customer loyalty is great, of course, but you have to pass through customer loyalty on the journey to customer
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When a plant is put in a window, over time it begins to lean toward the light. In the same manner, generous, abundant actions by businesses create a positive energy source that attracts customers. These suppliers are viewed as legendary, not ordinary.
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Companies that want loyal customers must first develop customers’ commitment and an attitude of devoted attachment. The Chinese character for loyalty literally means, “from the center of the heart.” That accentuates a more emotional side of loyalty which embodies a sense of purpose.
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Value equates to how the individual customer feels about doing business with you. It is your “fit” with their needs and it is embodied in an emotional connection. Execution involves deep understanding and a high degree of flexibility because “fit” is judged by your delivery in its broadest, most proactive, sense.
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Tomorrow’s success does not come from yesterday’s thinking. Dramatic change can only happen through commitment to a heuristic system which enables organizations to focus on designing products and services driven by customers’ needs.
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Default procedures offer companies the chance to save their customers time and money, and help them maneuver through complexity. In every process, however, leaders should imagine themselves in the shoes of the people they serve.
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