Showing posts with label extreme customer orientation. Show all posts
Showing posts with label extreme customer orientation. Show all posts

Monday, February 3, 2014

Brutal Focus on Customer Experience (CX)

Apple is known for their sharp focus on  CX. 

Perhaps they are the leaders. 

They take care of even 'box opening' experience of the customer. 

Recently I read their sharp customer focus as defined as Brutal Focus on CX. The word BRUTAL which otherwise used in negative connotation was used to define extreme positive connotation. 

There is a new book in the market titled Stuffocation. Author James Wallman explains us that in the new economy where everything is produced in plenty & costumes have variety of choices, how do marketeer / sellers differentiate in this crowded market?

In this new economy people are now fed up with stuff they have in their cupboards and homes.  New age customers want experiences. These customers are defined as eXperientialist customers. They need experiences. Experiences to immersed with, experiences to recollect, experiences to feel differently.  Even manufacturers , mall , retailers & service providers can create experiences - which are pleasantly memorable & worth sharing. Customers do not need to go on holiday or theme parks to get experiences.

There are examples of accounting firms, dentists , computer service businesses that are creating superior customer eXperiences.

Here lies a challenge and an opportunity for every enterprises. In the Stuffocation world
it is the experience economy that rules. 

Brutal Focus on CX - Apple  (Manufacturing & retailing)
Extreme Customer Orientation - Gjensidige Insurance Company (Service Provider)
There is a Book on The company's CX way of doing business - Starbucks (Retailing)
Customer Experience Co-Creation - Fidelity Mutual Funds (Service Provider)
Entertainment Business at 25000 feet above the sea level - Virgin Airlines (Travel)
__________________ - Your Company? 

Filling this blank will give direction to your enterprise and working on it will give competitive edge

Indian customers are eagerly waiting for a brand that can be matched with best in the world in CX creation.

Sunday, September 1, 2013

Extreme Customer Orientation !!

Yes Norwegian Insurance Company Gjensidige decide to become Extreme Customer Orientation company. 

Point is not HOW and WHY. Point is degree of customer focus companies have started to become to differentiate and create superior customer experience. 

Customer Experience (CE) as sustainable competitive advantage is now accepted by many companies. Leaders will always take a lead and grab first movers’ advantage. Followers will have no choice later and will be forced to focus on CE but that will be at the cost of lots of brand damage & first mover advantage. 

By two and half years into the process Gjensidige had been a dramatic rise in their position of Norwegian National Customer Satisfaction Barometer & won two of the biggest customer satisfaction awards for their industry. They have consistently beaten market expectations with their financial results & can prove that they provide their services more efficiently than their peers in Europe & US.   

Even CE is a new Marketing strategy. Without first focusing on customer experience or extreme customer focus, thinking & deciding about marketing campaign is a shallow strategy. 

- Do you map your customer journey ? 
- Do you conduct customer experience audit ? 
- Do you measure your customer experience ? 
- Do you have defined customer experience statement? 
- Do you have deliberate customer experience designed for all touch points? 
- Do you have someone in charge of end to end customer experience ? 
- Do you discuss customer issues in senior management meeting ? 

Extremely customer sensitive companies have started focusing on extreme customer orientation, have you stared focusing on basic customer experience ?