Consumer Centricity - Customer Focus!

The evidence that we could cite on this page could fill the Ark! However, we will cite just a few references.

These references are from the top people in the Marketing Research business. People who deal in measurable facts - not opinions!

But it's really just common sense.  How often have you heard the old and most basic of marketing catch-cries - "What's in it for me!".

And yet, VERY, VERY FEW websites even bring it into their scope of consideration!!

Consumers Rate Their Experiences Across 112 Firms!
"Executives tell us that customer experience is critical to how they compete. But how effective are their firms at delivering good customer experiences?

To find out, we asked nearly 5,000 consumers about their interactions with a variety of companies. Based on these consumer responses, we calculated the Customer Experience Index (CxPi) for 112 firms in nine different (US) industries.

The Customer Experience Index, 2007:
We asked consumers to rate how useful, easy, and enjoyable interactions were with companies they do business with. The results? Led by Costco, Borders, and Barnes & Noble, retailers dominate the top of the rankings, while communications firms, health insurers, and banks fill the bottom.

On average, there's a lot of room for improvement: Only 10% of the firms wound up with "excellent" ratings -- and 21% were "poor" or "very poor." That's why firms should put customer experience initiatives near the top of their 2008 strategic plans and chart a course toward Experience-Based Differentiation!

Gen Y consumers are significantly different from other generations of consumers. That's why companies need to make a concerted effort to meet their needs."
Harley Manning; Vice President, Research Director; Forrester First Look, Nov 27; 2007

There is absolutely no doubt that any business owner who places the Customer's needs in the forefront of their thinking - as well as to be able to think like a customer instead of the owner - will own a successful business!

Being able to think like a customer is sometimes one of the most difficult things we, as business owners, can do.

It's also one of the most rewarding!

It's difficult because, as an "expert" we are approaching the problem from a totally different place from our customers.

It requires empathy. It requires compassion. And it requires tolerance.

It also requires both knowledge and awareness of how your customer thinks, and what values they place on the many variables and options relating to the service or products you offer.

The following graph was taken from "Retail First Look"; Forrester Research; Nov 19; 2007.

It clearly shows two things ...
The first is the way customer thinking varies according to service attributes and age, the second is the mindset you are most likely to have when trying to solve the problem of relating to, and having empathy with, your customers!

So, always remember - Customer Centricity will always be difficult. And it will be difficult because successful empathy demands two things ...

The first, is knowing the needs and values of your customer ..

The second, is understanding the impact that your personal life values can have on your ability to know  ...

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