Many companies claim that they are customer-centric, but few are really good at it. Often the problem is with the types of listening techniques we use to develop our customer understanding. In today’s dynamic, interconnected and increasingly digital market environments, traditional customer listening approaches are not effective on their own.
As customer engagement continues moving to digital platforms and the need for differentiation increases, suppliers must develop an ongoing, dynamic, customer-centric way of gathering, mining, analyzing and interpreting customer input and intelligence. As Peter Drucker once said, “The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.”
Consider the following to gain a more complete view:
Meta Karagianni is Service Director, European CMO Strategies, at SiriusDecisions. Before joining SiriusDecisions, she spent several years working closely with CMOs and commercial leaders in Europe and South Africa, providing strategic advice and implementation support across critical decision areas. As a practitioner, Meta led marketing teams in Europe. She started her career as a strategy/marketing consultant. Meta lives in London.