The phrase “customer
experience” is used often when describing customer’s feedback. Studies show us
that creating “wow” experiences and “please” customers doesn’t often improve
the experience, especially if the was one time interaction. It didn’t increased
customer loyalty once thought. Moreover, customer
becomes more and more powerful.
Company’s focus (not just
the support organization) started changing from a complete organizational view to
a customer-centric view. An organization that foresees the future are in a process to be fully connected to "embedded" customer.
The "embedded customer" main principle
is to to engage the customers in decisions taken by the company. One can see it
as a seat in an advisory board of the company. However, companies must keep
their balance as they face the challenge not to become too friendly with the “advising”
customer. It should only be involved customers who have a genuine interest in
the development of the company.
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