These days customers are more in control of when, where and how they acquire products and services, and have many alternatives to choose from. With greater competition from non-traditional players inside and outside sectors, the fight is on for the customer. Businesses that have a customer focus are better prepared to attract new ones, but more importantly, keep those they already have.
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Aligning departments, channels, partners and stake holders requires management focus and priority. Dealing with internal misalignment is an important aspect of a well-run organisation but can be its pitfall by making it too internally focused. Customers are the biggest stakeholder in any organisation. Understanding customers – especially their needs and expectations of an organisation – helps simplify a lot of internal challenges around processes, systems and staff.
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A successful business doesn't automatically have happy customers and happy customers don’t make a business successful. Balancing business objectives, brand and products with customer needs and wants builds a robust business. In every sector - especially the ones dominated by traditional businesses – there are plenty of opportunities to design and build a business that can grow in size as well as customer base.
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