Many companies claim that they want to "exceed customers' expectations." There’s a problem with this mantra, however. It is based on the supplier’s view of what its customers expect. And this is inevitably shaped by the rules and procedures that have been built up to "protect" the business. There are built-in limits. Employees understand that […]

One of the essential characteristics that every customer-centric organization shares is a culture of resourcefulness. It starts with the organization’s leaders. Their vision is practical, and even frugal, and it translates into the culture of everyone working there. The message is clear: “Focus on our customers rather than ourselves.” An excellent example is Barlean’s Organic […]

Customer 3D™ is delivering a more customer-centered alternative, in contrast to those organizations who still insist on thinking about customer service as they did years ago. In the 1960's, Bob Dylan wrote and sang, “Your old road is Rapidly agin' (The Times They are A-Changing)” but the message is still true. The future will belong to businesses that are more creative and empathetic than what we have accepted as good enough until now.

Author: Nancy Duarte

Lagniappes are fine, but we can't stop there. Customer 3D organizations operate in a different dimension: one in which unexpected thank-you’s are a given. These organizations are treating their customers as equals and proactively designing new services that anticipate customer needs in addition to token gifts.

In Customer 3D organizations, telling customer success stories helps to spread the behaviors that created the good ideas. What results is a shared passion for helping customers which manifests itself in greater employee empowerment and collaboration.

Customer 3D™ organizations are driven to change customers' expectations – by proactively delivering better, more collaborative outcomes. They have a system and a strategy that measures its success by its ever-improving performance for the customer.

One-dimensional companies look at what they can or cannot do, rather than what the customer needs or values. Customer-centered companies think proactively and innovate with creative ideas that will benefit the customer and that will also work out better for employees.

All customer-centered businesses have confidence in their capabilities and inventiveness. Their leaders educate the organization by modeling creativity and calling on inner resources to take care of every situation.The message is clear: “Focus on our customers rather than ourselves.”

Educate task-oriented employees by demonstrating what a customer-centered culture would do. Then, measure the progress of the organization in galvanizing these new customer behaviors.

Teams should use creative storytelling to sell customer-connection ideas within their organizations. Visual examples will make the argument more convincing.Clear reasoning will take you from a state of “I think we should…” to “Here is what change will mean to our customers.”