Customer obsession: innovation culture told by leaders
Posted: Sat Dec 07, 2024 8:36 am
What makes one company successful and another in the same business unsuccessful? We live in a world of uncertainty and constant change, where it is increasingly important to build long-lasting relationships with customers, anticipate their needs and take the concept of customer-centricity to the next level. Transforming the customer experience is the constant goal pursued by innovative companies, a relentless goal also known as customer obsession .
If you want to know what it is about and how companies with this mission work, in this post we will tell you:
Customer obsession is an organizational philosophy that starts from the company's purpose and involves elements of strategic planning such as mission, vision and values, thus shaping the organizational culture .
The Royal Spanish Academy -RAE- defines obsession as a fixed or recurring idea that conditions a certain attitude . In the case of customer obsession , it is healthy for the company ethiopia email list because it conditions its way of acting with the different interest groups and generates an impact on its indicators .
Julio Hernández, Director of the Customer Experience Excellence Center at KPMG International, explains in the study Customer first, Customer obsessed , that the questions that invade the minds of companies obsessed with the customer are: what is the impact of this for my customer?, how will my customer respond to this? and how can I improve my customers' experience?
Customer obsession is said to be an evolution of customer focus. But why evolve a concept that already places the customer at the center of the strategy? Because the customer is constantly evolving and if you want your company to be a leader in its sector, focusing on the customer as a strategy will be important, but it will not be enough .
Customer obsession culture consists of adding value to the customer experience, offering exceptional interactions through all channels, anticipating your customers' needs, with products and services that solve their problems and with technologies that facilitate proactivity and innovation .
Customer obsession as a corporate philosophy and culture is transversal. It influences everything the organization is, does and says, and the way it treats its employees, suppliers, customers and all stakeholders in general.
5 Differences between customer centric and customer obsession
Now you know what customer obsession is , but it may be much clearer to understand it from a more familiar concept, such as customer centric or customer focus. Therefore, we are going to tell you the main differences between these two terms:
1. Listening vs. analyzing data
Customer-focused companies use some market research methods to listen to what their customers are saying. Companies with a customer obsession culture, on the other hand , choose the option that works best for their customers through AB testing and other data analysis methods .
2. Solve vs. anticipate
Putting the customer at the centre of your strategy means fulfilling their requests and solving their problems. Obsessing about the customer means going a step further, it's about anticipating, using data to innovate and solving problems that the customer doesn't even know they have yet.
3. Facing the competition vs. winning over the customer
Customer-centric strategy involves being better than the competition and in some cases it becomes an “obsession with the competition”, entering into a war of price or product features. On the contrary, when the obsession is with the customer, there is knowledge of the competitors, but the efforts are concentrated on improving the customer experience .
If you want to know what it is about and how companies with this mission work, in this post we will tell you:
Customer obsession is an organizational philosophy that starts from the company's purpose and involves elements of strategic planning such as mission, vision and values, thus shaping the organizational culture .
The Royal Spanish Academy -RAE- defines obsession as a fixed or recurring idea that conditions a certain attitude . In the case of customer obsession , it is healthy for the company ethiopia email list because it conditions its way of acting with the different interest groups and generates an impact on its indicators .
Julio Hernández, Director of the Customer Experience Excellence Center at KPMG International, explains in the study Customer first, Customer obsessed , that the questions that invade the minds of companies obsessed with the customer are: what is the impact of this for my customer?, how will my customer respond to this? and how can I improve my customers' experience?
Customer obsession is said to be an evolution of customer focus. But why evolve a concept that already places the customer at the center of the strategy? Because the customer is constantly evolving and if you want your company to be a leader in its sector, focusing on the customer as a strategy will be important, but it will not be enough .
Customer obsession culture consists of adding value to the customer experience, offering exceptional interactions through all channels, anticipating your customers' needs, with products and services that solve their problems and with technologies that facilitate proactivity and innovation .
Customer obsession as a corporate philosophy and culture is transversal. It influences everything the organization is, does and says, and the way it treats its employees, suppliers, customers and all stakeholders in general.
5 Differences between customer centric and customer obsession
Now you know what customer obsession is , but it may be much clearer to understand it from a more familiar concept, such as customer centric or customer focus. Therefore, we are going to tell you the main differences between these two terms:
1. Listening vs. analyzing data
Customer-focused companies use some market research methods to listen to what their customers are saying. Companies with a customer obsession culture, on the other hand , choose the option that works best for their customers through AB testing and other data analysis methods .
2. Solve vs. anticipate
Putting the customer at the centre of your strategy means fulfilling their requests and solving their problems. Obsessing about the customer means going a step further, it's about anticipating, using data to innovate and solving problems that the customer doesn't even know they have yet.
3. Facing the competition vs. winning over the customer
Customer-centric strategy involves being better than the competition and in some cases it becomes an “obsession with the competition”, entering into a war of price or product features. On the contrary, when the obsession is with the customer, there is knowledge of the competitors, but the efforts are concentrated on improving the customer experience .