7 Key Inhibitors
Jeanne Bliss is an expert on customer-centric leadership. Her new book Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine is a success roadmap for leaders wanting to build a customer-focused organization. Jeanne pioneered the Chief Customer Officer position and has held the job for twenty years at Lands’ End, Allstate, Coldwell Banker, Mazda and Microsoft. She has led Customer Bliss since 2002 where she has consulted with some of the world’s largest companies.
With all of her experience and research, the very first thing I wanted to know was about the mistakes leaders are making. She shared with me the 7 growth inhibitors companies are making again and again.
What mistakes are holding companies back from building a customer-driven organization?
Are You Making These Mistakes?
There are 7 key inhibitors that companies stumble over in trying to earn customer-driven growth:
1. Not having executives engaged in the effort.
Often executives will say that they want to focus on the customer experience, but they hand off the tasks to a department or area to work on it. It is hard to sustain this work without executive involvement driving the new prioritization, removing actions that are in the way, and giving people permission to work together.
2. Starting with a mantra, not an action plan.
Often companies decide that they want to get some early traction by telling everyone to “focus on customer experience.” What happens next is that people realize this is a big corporate priority and begin making plans, creating new scoreboards and taking action. A lot of action occurs, executives get a false-positive that change is occurring, but it eventually stalls out because the actions don’t add up to improve complete end-to-end customer experiences.
3. Not defining the customer experience and gaining alignment.
The most potent recurring use for the journey map is to guide work and discussions from the customer perspective. Without this framework to unite efforts, silo work continues to proliferate.