Shar VanBoskirk, VP, Principal Analyst
Customer obsession is easy to agree with in principle but difficult to put into action. In this episode of What It Means, Vice President and Principal Analyst Shar VanBoskirk explains how firms can move customer obsession from pipe dream to operational reality.
Not every firm can achieve customer obsession the same way. There are three possible manifestations of customer obsession:
- At your service — delivering exceptional service to customers.
- On your side — standing up for and advocating on behalf of your customers.
- Count on us — always being there for your customers when they need you.
To determine which approach is right for your brand, think about the value you already provide to customers. What do customers already like about you? Customer obsession doesn’t require your brand to become a mirror image of Zappos. It’s about taking what you already excel at and doing it even better.
Yes, this is a lot of work. But the payoff is great. Forty-one percent of customer-obsessed companies achieved at least 10% revenue growth in their last fiscal year, compared to just 10% of less mature companies.
Listen to the full episode to learn more about how to build a customer obsession strategy.