Measuring Customer-centricity
We are all customer-centeric now, right? Well, just how much, in what areas? How are we measuring it? This article quotes Dr. Jay Galbraith on some things to measure. Ian Percy sums it nicely:
OLD WAY
Organize by product units
Focus on profitable transactions
The Marketing Department does the marketing
Build brands primarily through advertising
Emphasize customer acquisition
Measure customer satisfaction
Over-promise to get the order
Make the firm the unit of analysis
NEW WAY
Organize by customer segments
Focus on customer lifetime value
Everyone in the company does the marketing
Build brands through customer behavior
Emphasize customer retention
Measure customer value and loyalty
Under-promise and over-deliver
Make the value chain the unit of analysis
