Wednesday, 2 October 2019

Customer Centricity and Digital Transformation, an unattainable utopia?

"The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer."

Peter Drucker 

"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else."

Sam Walton 

During the last years we have not stopped hearing and evangelizing about putting the consumer at the center of the decisions or about how to direct any element of the organization to the satisfaction of the interaction with the consumer.

Is this really so? Are organizations prepared for it? Are companies implementing real policies of positive interaction with the consumers? Do they facilitate negotiations? Are they proactive?

Although there are always honorable exceptions, it seems to me that we are not in the good way if we attend to the big brands in territories such as banking, insurance, transport, telecommunications or energy.

I think we all have negative experiences with these companies that make us doubt the ability to digitize services to facilitate the life of the consumer in saving time, efforts and bureaucracy. Is the problem in training? In the overpromise of service? In the lack of architecture or design of a website or an app?

We already know that change is not simple, that changing a culture from large traditional organization to a more digital-centric one is not easy, but they should be prepared for it since a client is a treasure. Many companies do not seem to give it the importance of losing it, it is not a problem.

Who has not heard that, "to contract everything are easiness’s, but once you're inside everything is trouble"? We understand, as consumers, that this should not be so and loyalty policy should be as important as customer acquisition.

Loyalty goes through an element as simple as, in a digital age such as in which we are, before any problem or circumstance, you could be attended and managed online 100%, solving the issue reason for the problem without waiting, without complication and assuming proactivity by the company.

Mature sectors covered by large organizations have to pull their socks up to improve the customer service system and conflict resolution.

What are we talking about digital transformation if we don't know how to put the customer at the center of the organization? Hurry up traditional organizations and brands!

Digital Transformation makeup is not enough. We expect a real digital policy and we want it now.




Jordi Crespo

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