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Article CX Strategy

Why Customer Centricity? Because the Opposite is a Disease

Company centricity (ie. the opposite of customer centricity) isn’t just a business choice — it’s a disease.

I know that’s a strong statement, but here’s why I’m making it.

Think about how a disease behaves:

1. It spreads
2. It gets worse over time
3. It morphs into more sub diseases that become harder and harder to treat

Now think about company centric thinking (as opposed to customer centric thinking). It doesn’t usually just stop at that level. It usually deteriorates like a disease and becomes department, regional or worse individual thinking.

That’s one of the biggest reasons to focus on building a customer centric organization.  It doesn't just stay static -- over time, it gets worse.  That's why many businesses deteriorate (in terms of alignment) as they get older and bigger.

Why does it happen?

A company is a collection of individuals — all competing for a limited number of positions, budget and compensation. In that context, in the absence of a strong unifying force, there’s a good change of internal competition / conflict developing.

While a bit of internal competition is good, the last thing that’s needed is that it's to a degree that derails the broader agenda. Instead strong alignment is key — and the only real unifying force for any company is its customers.

Jun 13, 2014  
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