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
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.