Internal Focus Instead of Customer Focus

Opinion / Marketing

Internal Focus Instead of Customer Focus
Kent Berg , Business Consultant, Sweden

Troubled organizations turn inwards.

Why do organizations lose their customer focus? Could it be because far too many top leaders are recruited to their positions from roles where they almost never had any direct customer interactions? A clear indicator of that problem is when top managers start to introduce more and more performance indicators to measure and to report. As a result, people in the organization spend more and more time reporting data and also start to invent various ways to make data appear positive for themselves. And what happens with the customer perspective? Clearly, it is slowly dissolved.
What can be done? Actually, it's not that difficult. Number one is to make sure the entire organization understands who the customers really are. Then one has to find out to what degree the organization satisfied the wants of the customers. To make sure that the needs are satisfied is merely a step on the way. Customers decide that they will purchase something based on their needs. Their wants decide from whom they will purchase.

React  |  More on the Author  |  More on this Interest Area

About 12manage | Advertising | Link to us | Privacy | Terms of Service
Copyright 2016 12manage - The Executive Fast Track. V14.1 - Last updated: 23-10-2016. All names tm by their owners.