Posts Tagged ‘customer service’

Do you Claim to be Customer Centric?

Tuesday, February 15th, 2011

There is a popular trend in today’s marketplace as businesses focus their attention on becoming increasingly customer centric. But what exactly does that mean…?

Based on experience, I believe the definition of a customer centric business is quite widespread and negotiable. Some perceive a customer centric model to mean having a superior Customer Service Department… or a friendly and approachable organizational culture …or production capacities that enable one to customize their products. Some people even prefer to sum it up with the phrase “the customer is always RIGHT!” All the aforementioned can be great, but I believe that these are simply symptoms which allow organizations to ‘kick under the rug’ the real fact of the matter – the reality that they do not really understand their customer!

I believe that operating a customer centric business means knowing the specific underlying reasons to why your customers’ purchase from you. It’s deeper than knowing they enjoy the benefits of a product/service… it is actually about satisfying a subconscious need! Your company’s ability to understand your customers’ underlying subconscious need manifests into a relationship with your customer that is relevant, inspiring and most importantly loyal! Imagine the benefit when you truly understand your customer and tailor to their needs…exponential revenue…thoughtful relationships…viral word of mouth…disappearing expenses…a gratifying and prominent impact on the community…the list is eternal!

As a result the business model suddenly shifts. The marketing strategy is now focused on the pin-pointed subconscious need vs. what you think your product/service offers. The business is now consolidated to departments and functions that actually ADD VALUE in the customers’ eyes.

Suddenly irrelevant costs vanish.

Suddenly the organization is a team racing towards a CLEAR GOAL.

Suddenly managers are on the SAME page.

How might your organization change…..?

~ Margo

The REAL VALUE of a conference

Sunday, June 6th, 2010

I have always been a big believer in sending my people and personally attending conferences.

The MRIA was no exception.  Conferences create provocative thinking. If the speaker content is good, it provides an opportunity to take nuggets and apply them to your business without phones ringing and meeting interruptions.

To connect and grow in any business segment today, you need provocative thinking.

Take Hewlett Packard as an example.  Satjiv S. Chahil is Senior Vice President of Global Marketing for HP’s Personal Systems Group.  He provoked his team to get outside of technology and built fashion into his business. The result…..changed the course of their business and sales.

Eileen Campbell who demonstrated that creative must do more than win awards. It must support the client’s business. Her example rang home with the $1.6MM beer commercial in Australia that did not move the business one share point.

And then there was the Cadbury Gorilla Commercial that broke all the normal rules.  It demonstrated through music and close ups of the impact that the five senses were having as “joy” led to such passionate energy.  And not one product shot until the last 5 seconds.  And it pre-tested well and is driving sales in market.

Or getting a conversation around “love” to be comfortable in the boardroom.  As my panel members Tim Keiningham and Jannie Hofeymer shared after our session… is right tool.  The people that love your brand have the right insights for sales growth.

We just need to provoke comfort around “love” in the boardroom.


And of course there is always time for fun.  Here are some of the shots from the 1950’s gala that was set up for us.

Here are a couple of shots from my Panel presentation with Jannie Hofmeyr and Tim Keiningham.

~ Margo

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