As brands and organizations try to come to grips with the “omnichannel” customer and make customer centricity a reality, it is evident that there is no clear-cut solution or single path to success. The complications are legion, especially when the organization does not have a genuine culture of being customer-focused. It’s one thing for a company that believes that the customer is king and is on a mission to find a way to manage the gangly, hyper-connected, multi-platform customer. It is a wholly other challenge when the organization has long been programmed around other centers of attention (for example: product, internal careers and competition, shareholders…) and top leadership doesn’t model the behavior. The key question: to what extent is your organization prepared to wrap itself around the core customer group in the center?
A recent case I experienced bears witness to the challenges. And, I will conclude this article with some suggestions to start the path toward improvement in the quest for true customer centricity. (more…)