Operationalize Customer Oxygen

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In a company you are surrounded by 8 walls…4 walls of a cube
and 4 walls of your building. But that’s just a metaphor to reflect the fact
that your perspective and paradigm inside a company lacks an operational, ever-present,
visible understanding of customers. Your day to day is filled with P&L,
initiatives, metrics, administration, logistics, politics, and other topics
that don’t reflect the customers’ perspective. You are breathing company
systems, processes and policies. Don’t feel bad…that’s how companies operate.

What you need is "customer oxygen". You need to breathe an
operational intake of something that reminds you regularly of your customer’s voice,
perspective and paradigm.

I’ve always suggested as many people should go to
usability studies because it’s an emotional experience to empathize with your
customer, albeit not long lasting. But that’s not enough…like a drug it quickly
fades. But operational oxygen is part of your day to day. You can’t ignore it. You
may have metrics and regular reporting on what customers are saying. You have
to react to it. You get email about it. Your superiors care about it and ask
about it. That’s when customer centricity really takes hold. When it’s
operational and part of your corporate life inside those 8 walls, great things
happen.

One Response

  1. Sameer says:

    Your post highlights the importance of consumer views for businesses, which are sometimes neglected. It clearly highlights why Social Commerce is important. This inspired us to create a visual featuring you and explaining why customer oxygen needs to be operationalized.
    Look here: http://vizedu.com/2009/02/ratings-and-reviews-a-valuable-online-marketing-tool/

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