how much of business is truly customer-centric?
Most of the debates in the board, however, focus on the product Center (
What are the advantages of our products, how do we make them relevant to consumers)
Or centered on competition (
How do we make our products look and feel better than our competitors).
While focusing on the customer\'s point of view in this discussion, everything starts internally (our product)
Or the world outside of us. other products).
The customer exists only for us to sell.
The same bias is reflected in most customer research.
This study either explores the relevance of our products in the lives of our customers or explores our products (
Communication with it)
Was think is visibleÃ-Race Vis.
So, how much business thinking is the real customer?
TQM School, Central Japan (
Overall Quality Management
Make sure every product on the production line is defective-free.
This reflects the Japanese preference for \"perfection in everything.
It helps to improve production efficiency and ensure no rework is required.
It can help customers get high
Reliable product quality.
However, TQM is customer-centric-
Cultural attitudes and production excellence bring together many brands, especially in the rapid
The mobile consumer goods category offers products of different packaging sizes and forms, enabling consumers to purchase more products.
Central thinking or still in it
Thinking, that is, thinking about how to make the product easier to get, so that she can get more income from the customer, so that she can buy it more time. Customer-Centric is to understand the ecosystem in which products operate in the lives of customers, and to strive to make every element of the ecosystem friendly and enjoyable to customers.
It\'s about understanding the category and product journey from purchase to consumption and making sure everything in its experience is so positive that customers come back again and again.
Importance of customers
When you think of service, the central thinking becomes stronger.
Unlike the actual project transaction, which is a tangible product brand, the service product is forced to consider the customer\'s ecosystem more fully to provide real value.
For Starbucks, coffee is just a factor for customers --
Everything from the environment to the seating to the barista, and even the coffee maker and the crowd around, has the customer paying extra for the Cup (
This could cost the price of a shop on the road every quarter)
Let her come again and again.
Similarly, in the case of banks, currency trading is only one element of the relationship.
Actual office, administrative staff, practical experience in e-transactions if there is a network and telephone banking business will make the overall experience better.
Customer-Centric is to understand the expectations of each touch point and make it the most efficient and comfortable.
Interestingly, every \"product\" brand is also a service, and the only difference is that the service is done by others, usually by the customer himself!
This means that for many product brands, the service is not within the control of manufacturers and marketers!
In this context, the evolution of Asian coatings as a brand is instructive.
In the past 20 years, it has developed from the post-80 s \"paint cans\" brand and has worked hard to become a \"paint service\" brand, there is a helpline, a home solution product and a signature store in Mumbai where customers can experience it first --
Choose the tone and be informed of the process.
This evolution follows the philosophy of the brand \"eliminating pain from painting.
This concept is based on the understanding of the customer\'s painting ecosystem.
Although paint is a small part of the whole paint process, the paint cycle is painful and it needs to address this pain if the paint brand needs to grow and be relevant to the customer!
Traditionally, marketing is seen as the custodian of the customer.
However, to be a real customer
Market-centric, it needs to go beyond marketing.
This is a philosophy that needs to be embedded in organizational culture.
It is valuable for the Japanese to pursue perfection in the factory --
Because this is a troublesome request-
Offer free products to customers.
However, it should even extend back to R & D.
Functional and beautiful.
Should be extended to purchase and Mail
Procurement contacts including packaging and complaint handling.
This means that everyone in the business must align with the brand vision and customer expectations and work towards that.
R & D needs to develop products with customer as the center;
Like a phone.
The caller needs to say that every inquiry or complaint needs to be dealt with satisfactorily and completely, and the R & D department must also be authorized to do so!
The meaning of communication is very interesting.
Traditionally, marketers have seen the brand
Use communication as an activity for the outside world
Let customers see their brand from the frontÃ-Race Vis.
As we move forward, it may also be necessary for internal communication to ensure that the internal audience does everything they can to remember the customer.
Even the traditional external brand information needs to be more sensitive to the customer\'s mentality.
Zooming in the same message to a different customer contact, not only is not sensitive to the customer messaging needs of that contact invalid, but also shows the lack of customer-centric.
In short, when we take customer-centric as the core of the organization, it is important that every member of the business is the custodian of the customer, and everyone understands the ecosystem of product consumption.
Things worth thinking about