There’s often a big difference between what customers say and what they do. That’s one of the reasons why customer loyalty, usually measured by surveys, is a flawed metric. Look at customer engagement, though, and you’ll get a more valuable picture of what customers think of you – and a more powerful tool for generating profitability.Read More
Discussions about what it means to be authentic both in business and in life in general are everywhere at the moment. Combine this quest for authenticity with the ongoing quest to deliver superior customer value and you have the heart of a current business dilemma: how to provide authentic value to customers.Read More
I regularly find myself telling clients a simple but very important truth: that they care much, much more about their products than they care about their customers.
And it’s always interesting how clients respond when I spell this out, because it so often comes as a big surprise to them. They haven’t realised that all the care and attention they lavish on products isn’t actually for the good of their customers. It’s just what they enjoy and do best. In other words, they’re product-centric, not customer-centric. Here's one way to tell if you're too product-centric.Read More