Last week we had our first webinar in the Market-Driven Leadership series and I was honored to host Jeffrey Hayzlett the former Chief Marketing Officer of Eastman Kodak.
One of the topics raised from his new book, “The Mirror Test” was the idea of “Conditions of Satisfaction”. The idea is to drive change and improvements in organizational performance by establishing the critical elements a company must deliver on to satisfy customers. Once these are established they can be used to rally people around delivering.
Jeff shared his experience during a recent McDonalds drive through where he was asked to wait to the side for his order. This action was a clear break in the McDonalds conditions of satisfaction. Many customers go to McDonalds because they are busy, they need fast service and want to get their food and get on their way. Every time McDonalds fails this test they fail to deliver on their conditions of satisfaction…
It is a nice model for thinking about how as marketers we can rally the organization around its purpose and really deliver on it.
If you are interested in seeing the full recorded webinar click here.
Our partners at the CMO Council just released a report on the level of market centricity of their organizations and it is clear there is a lot of work to do in this area. See the message from Donovan Neale-May, the Executive Director below:
“How do you rate the state of customer and market responsiveness at your company? For CMO Council members who have taken the “Market Sense-Ability Audit,” the combined grade is a “D” or worse. CMO Council members express serious reservations about the level of both customer and competitive readiness in their organizations.
Make sure to read this new paper analyzing the responses of senior marketers who participated in an audit that is used by many companies to benchmark market- and customer-centricity across their organizations.
Visit our Market Sense-Ability Center to download the report, and learn how other senior marketers grade their companies’ performance.”
We just recently released a new case study on the CMO of Franke, Charles F Lawarence. It tells the story of the impact a “Market Responsiveness Index” survey can have on your company and career.
Charles described the experience best himself:
“This MRI tool was a game changer for Franke and me personally.”
The tool allowed Charles to quickly gain insight into the organization he was leading. It highlighted areas of organizational strength and weakness as it relates to customers and alignment around the Franke brand and customer experience.
More importantly, it provided a rallying point for change and action planning.
You can download and read more about Charles and the Franke story here.