A COMPANY LIKE ME: BEYOND CUSTOMER CENTRIC TO CUSTOMER ENGAGED
@ZDNet by Paul Greenberg 10 Minute Read
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WHY CUSTOMER CENTRICITY IS NOT WHAT IT SHOULD BE! (EXCERPTS)
“Being customer-centric was tactically possible without any real concern for the customer.
You could do things that would benefit the customer but you only did them to make sure that your company was doing what it had to do to benefit its shareholders — meaning focusing on engaging your customers — and true value exchange with them wasn’t part of your DNA, but a pragmatic and reactive move to ensure business value. You give up something to get something, rather than think through the idea of value exchange and embed it into the culture of the company.
To build the kind of company that can demonstrate successful customer engagement requires a culture that would foster a relationship between the company and its customers characterized by this value exchange. That’s what customers are looking for anyway. You’re a customer. You know that you require a relationship that makes you comfortable with the company — at its optimum, if you care enough, you’d feel that the company was trustworthy and ‘understood’ something about you.”
“The company must show itself to be trustworthy, empathetic, believable and respectful.”
OUR BREAD AND BUTTER
Paul Greenberg, a best-selling CRM author, emphasizes four characteristics essential to developing genuine customer centricity: being trustworthy, empathetic, believable, and respectful. And at Ignite, we couldn’t agree more! That’s why we created our Growth Labs, specifically our Customer Centricity Growth Lab (CHI/X), to help instill these values not only in organizations, but in every employee at all levels of the hierarchy. We believe that these four values, among others, lie at the core of genuine customer relationships, and fuel growth and innovation.