Much has been written about customer orientation, customer relationship management (CRM), Customer Lifetime Value (CLV) metrics, Customer Centric organization models, customer retention, customer care…add any high sounding word with ‘customer’ preceding or succeeding that word and you have a new model, a new theory. Headline hitting books, celebrity author seminars and training till another theory comes along.
And we see the poor customer is still the most dissatisfied lot (that includes all of us specialists too, as customers).
What a manufacturer or service provider often thinks as a market or value proposition, customers respond in a diametrically different fashion. Why does this happen?
While business thinks in terms of products and derived values, customer is looking at satisfaction. The key question is whether all the strategy, product features, add-ons and value creation lead to ultimate customer satisfaction.