Perhaps the very best business book I’ve ever read is summarised in this neat animated video. It’s about Customer Experience Management, and it’s called ‘Outside In – The Power of Putting Your Customers at the Center of Your Business’. Enjoy!
It’s time to advance from service design focused on sheer customer orientation and simplification. Only unique brand experiences can build long-lasting competitive advantages.
Services are increasingly business- and brand-critical
When it comes down to it, customers aren’t interested in you. Studies show that consumers wouldn’t care if three out of four brands disappeared today. They’re interested in their own lives, experiences and needs. It’s up to you to make yourself relevant and accessible at each point of contact in order to be given some of their precious time. This is increasingly done through extra services or expanding the core service experience.
The customer experience is the sum of all impressions a customer has with an organisation, product or service. As the digitisation of customer experiences continues at high speed, the borders between product, service and marketing are increasingly becoming blurred. In this context, many have realized that the service aspect of the customer experience is more important than ever, because it is often services that best offer the value that customers want. Over the past years this has fuelled the increased popularity of customer orientation and service design. Continue reading
Many of the mistakes organisations make in their work with their website are recurring. Here’s a list of what I see as the 15 most common pitfalls and some simple advice on how to leap across them.
I’d love your help to develop and refine the list further, so please pitch in with your views in the comments area.
1. Failing to prioritise strictly. Failing to prioritise and focus sufficiently is the most common and most destructive pitfall of them all. Many businesses seem to put as much content and functionality as possible at the top of their site. This will distract users from what you most want them to do and what they came to your site to do. Continue reading
At Creuna where I work we talk a lot about why firms should become truly customer-centric and improve customer experiences across touch points continuously and holistically. Because “at the end of the day, customers no longer separate marketing from the product – it is the product. They don’t separate marketing from their in-store or online experience – it is the experience. In the era of engagement, marketing is the company,” as McKinsey perfectly puts it. Learn more about the principles of Customer Experience Management in this brilliant video by my colleague Torbjørn.
Vikram (I’ll use his first name for obvious practical reasons) makes a brilliant case for why society and business need more generalists in addition to the many specialists.
“Corporations around the world have come to value expertise, and in so doing, have created a collection of individuals studying bark. There are many who have deeply studied its nooks, grooves, coloration, and texture. Few have developed the understanding that the bark is merely the outermost layer of a tree. Fewer still understand the tree is embedded in a forest.”
The classic description of broad knowledge vs. deep knowledge is the saying from an ancient Greek poet that “the fox knows many things, but the hedgehog knows one big thing”. The fox is a generalist and the hedgehog is a specialist.
I’m a strong proponent of radical innovation in the music industry. My impression is that the people with power want to sustain the status quo, while it’s getting harder and harder for the artists, who just want to focus on making great music, to make ends meet. The disruptive emergence of digital means people expect to access all music, anywhere, at anytime, and the artist has been downgraded to supplying a commodity where the relationship between an artist and a fan is almost non-existent.
Digital has led to fierce competition, commoditisation and lowering margins (except for the very, very popular acts). But I’m not sentimental, the answer is not conservatism or fighting for the old ways. The reality is that the music industry is going to shrink quite a significant amount if they do not look more ahead and innovate more radically. If you’d ask them, they’d say they are adapting and innovating, but it’s way too little, too slow. Both the structure of the industry, business models and product strategy need to change, and they should start with fundamentally putting consumers’ needs at the centre of focus, not business’ needs.