It is strange that time and again organizations have to be reminded of the importance of the customer. Without a focus on the customer or target group, a company has no right to exist, I think. Although. Last week, when renewing my driver's license, I once again experienced long waiting times and disinterested employees. There is still a world to be won in order to give me as a customer a top experience.
Providing such a top experience to your customer goes beyond being customer-friendly or customer-oriented. It is about reaching the highest possible level in the Customer Obsession Maturity Model (COMM). This model has been named by consultants Boudewijn Bugter and Natanja de Bruin from the Customer Revolution agency . This summer, they wrote the appealing book ' Working with profiles and personas ' (aff.).
The Customer Obsession Maturity Model has korea telegram data five levels. Each level has three perspectives:
Service experience (how do I, as a customer, experience the organization?)
Service delivery (how does the organization help the customer (demand)?)
Service management (how does the organization manage itself to become a customer magnet?)
These perspectives can help you characterize how maturely your organization deals with customers.
Organization obsessed
The maturity model starts at level 0 with the navel-gazing, internally focused organization. You know them, a narcissistic club that is untraceable and unapproachable, obstructive at every fart and sighs before you even get the chance to ask a single question. A bit like V&D at its worst. ' Organization obsessed ' is what customer experience guru Gerry McGovern calls these kinds of organizations.
Customer aware
At level 1, organizations are at their best aware that there is such a thing as a customer. The (entire!) organization is focused on its own goals and results: these must be as high as possible with as little cost and effort as possible. They need customers, but mainly for themselves. Do I hear someone whispering Ryanair.