In executive reviews across many organizations, discussions
are often centered on online traffic, subscribers, revenue, cost, EBITDA, systems
availability, key initiatives, etc. What I have found lacking is a detailed
analysis of the drivers of these numbers – our customers and their interaction
with the brand. Customer experience with our product or service determines
performance and trending on the above metrics, yet it rarely is the starting
point of a conversation.
Recently, I started one of my weekly reviews with
sharing the data on what customers were saying about one of our key products.
Included with this insight were comments and feedback gathered from our sales
and customer service organizations. Obviously, we were discussing the problems that some
of our customers were facing and just as quickly identifying fixes to alleviate
those problems. I then proceeded to show our metrics trend, which merely
corroborated the customer experience and, the forecast if we continued the
trend. Just by switching the order in which we discuss the product or service,
we accomplished more in terms of actionable outcomes, quite an achievement in
itself. However, a more strategic benefit of this approach could be that we now
start to build a more customer-centric organization, the benefits of which
surely translate into favorable metrics trends that all executives prefer.
Give it a shot – turn things around to show
metrics/reports from a customers’ perspective. I am hoping you’d notice a
similar excitement about customer-centricity as I did in my trial.
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