I came across this short video of Forrester researcher Peter Kim today which outlines their view on what it takes to make customer-centric real:
While I agree there are 3 ingredients to making customer centric real for customers, the cultural aspect is by far the largest challenge. Metrics and technology are enablers of culture change but ultimately people have to believe that the purpose of their organization is to create value for customers and as a result generate profits rather than the other way around. Without this mindset built into to the dna of the organization the goal of customer-centricity will always be off in the distance….
I just read a great post by Jeremiah Owyang that included this video on how best buy are using social media in a variety of ways to positively impact on their culture:
I think a key point here is that to be successful in social media, the underlying values of the users need to be about adding value, being transparent, being authentic. When these values filter into the broader organization great things can happen, new ideas evolve, changes happen faster, customer service gets better. In fact increasing Iam seeing examples of how social media can be a key enabler of what we at MCS call marketculture.
Another example is GE which uses SupportCentral as a internal tool that has been ahead of the curve since 2000 according to comments by a reader on a recent McKinsey article. Anna All also references GE in this great article about its impact and Chuck Hollis from EMC illuminates us further with his first encounter with the system.
Which tools do you think are having the greatest impact on your corporate culture?