It's not about you. Truly, no matter what business you are in, it's not about you. Too many organizations unintentionally support internal cultures that focus on the company, not the customer. Yet it's not a simple culture or attitude issue, but a customer centricity issue. When organizations focus too internally, the unintended consequence is customer sabotage. The downstream effect is reduced revenues, decreased customer loyalty, and a damaged brand reputation.
If you're in an organization that's resistant to change, it might not be simply an annoyance, but a risk to the health of the organization. For starters, as processes remain stagnant, opportunities to simplify, fold in new technology, or even remove obsolete actions get overlooked. Over time, this is a huge financial drain on the organization, both in dollars and in people time.
While I wanted to title this article, "duh", it seemed a bit blunt. However, too many companies spend inordinate amounts of time researching, designing, and creating new offerings to increase revenue, and then ultimately short-sell the effort by not investing the time and effort in informing customers about it.
The first book to holistically examine the challenges of the skeptical, change-resistant mid-market manufacturer. In the most recent data, manufacturers contributed $2.17 trillion to the U.S. economy. For every $1.00 spent in manufacturing, another $1.40 is added to the economy. That is why the continual modernization and progression of the manufacturing industry is essential.
What is your customer mission? It's a question which this book examines in depth, looking at how today's companies can shift from an internal focus to a customer focus by transforming their core organizational behaviors, mission, and values. Blending psychology, real-world examples, and actionable guides, The Customer Mission dives into how organizations need to change perspectives to effectively compete in today's marketplace.
This segment of the program will introduce the process of designing and developing new product offerings centered on undiscovered customer needs and designing solutions with value-added differentiators. We will discuss and work through a strategic process, defining what jobs customers want to accomplish through in-depth mapping of each stage of the job process, and outlining structured approaches to messaging, positioning and creating and effective launch.