Being a research consultant to some of the world’s biggest brands is an exciting job. Every day, my colleague Rachel and I get to talk about how they can improve their offering and experiences. Brands that put consumers in the spotlight are those that really stick around; we could spend hours talking about case studies on this topic (and often do – even amongst ourselves). But when it comes to talking about ourselves, we freeze. Who are we and what do we do? And why should you care?
“Companies rarely die from moving too rapidly and they frequently die from moving too slowly”. It surely is a memorable quote by Reed Hastings, CEO of Netflix. When listening to Professor Marion Debruyne passionately introducing her new book on crafting customer-centric strategies for enduring growth, one can only readily agree!
Our own CEO, Kristof De Wulf, threw in some less lady-like oneliners such as “When your eyes are only looking at the organization, your ass is facing the customer” (by Yudai), to kick off our London Smartees on Consumer-Activated Innovation.
As published on Switch & Shift on Monday June 30, 2014. Do you know a single company that would dare pretend not to be customer-centric? By closely listening to consumers, carefully studying market trends and taking their customer service at heart, companies get out of their way to exceed consumer expectations, drive repeat business and boost brand recommendations. However, the effects of being customer-centric typically don’t endure, leading only to merely temporary improvements in their performances.