Instead of reducing services, however, the company further realigned its organization to give its target customers more of what they wanted. Although customer focus is closely related to that, customer focus can be understood as forming the strategy for customer orientation for the salesperson or organization. Sign up for our newsletter and read at your own pace. It arranged its aisles by animal type and realigned its buying organization to match. First, we need to switch on the mindset of focusing on the customer. Should you have comments or points that you want to share, please go ahead. A focus on the customer also gives you a knife for slicing through the organizational complexity that tends to build up over time in any large company. Are customers happy with the items they’re receiving? However, any company that follows this route has to make some hard decisions. For example, “Clients were clearly asking for more investment help and guidance from Schwab than we had traditionally provided,” as one executive put it. For example, perhaps your customer wants to be awarded a contract with their customer, but they are missing something that their competitor has. “Double loop learning in organizations.”, Argyris, Chris. In fact, it is not unlikely that the “tide will turn” and that you are more frequently than before contacted by customers who want your help, as opposed to you having to chase them to offer your support. Companies that seek to be the best at something may have to be only average at everything else. You can train and practice your customer focus skills in reverse: when being in a situation where you are the customer, work on your senses and reflection. Established companies often need to refocus themselves by re-identifying their design target and rediscovering the trade-offs those customers are willing to make. Many companies begin—and many continue—without a clear sense of their target customer. We’ve all heard the stories of companies going above and beyond to provide their customers with incredible support: Some of these stories are heart-warming. What we are advocating now is this shift in perspective, so that the customer becomes the center of attention again. As Saxe and Weitz state, “highly customer-oriented salespeople engage in behaviors aimed at increasing customer long-term satisfaction” (1982:344). In its simplest form, customer focus means prioritizing your customers’ needs. More information can be found in our Privacy Policy. Soon the company’s sales and stock price were on the way up, with shares rising from below $10 in the early 2000s to about $60 in mid-2014. Whether you’re working out of a garage or an enterprise with tens of thousands of employees, nobody can do it alone. Armed with such knowledge, a company can design offerings that become a priority for its core customers. PetSmart was also experiencing strategic and operational difficulties—its warehouse-style stores were no longer appealing to consumers, for example—and its stock price had declined more than 75%. Hope this clarifies what customer focus is and, why being customer focused matters, and how to practice becoming more customer focused. Charles Schwab illustrates this kind of organizational focus. And 46 percent of those people said they stopped doing business with that company for up to two years. Beyond the issue of scalability, most companies couldn’t afford to copy these actions, either, no matter how much they stick in our minds. 2. Focusing on the target customer enables a company to cut through product complexity.
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