For the first time on my blog, I am posting in English language, the mother tongue of marketers.
Come on, you French readers, it is time for your customer-oriented English lesson !
I am delighted to welcome to my blog Peter Fisk, the world-renowned author of the recent « Customer Genius », a book that I liked very much and reviewed in my last post.
Peter is such a workaholic that it is really difficult to summarize what he has done. Have a look at his numerous blogs and websites : marketinggeniuslive, businessgeniuslive, customergeniuslive, thegoodgrowthguide, rethink-business ! To introduce him in a few words, know that he was described as « one of the most interesting new business thinkers » by Business Strategy Review.
He agreed to answer to my « Sens du client » questionnaire and here is how he sees it from the United Kingdom (including high expectations on the weather in Marne la vallée : no offense, Peter !) :
Who are you ?
Author, speaker, consultant, coach … I have been a business leader (including the world’s largest marketing organisation), written 6 books (on strategy, leadership, marketing, customers, sustainability and innovation), and spend my life travelling the world advising businesses, speaking and inspiring people, and learning more … I come from Newcastle, have two wonderful girls, and love running, music and life!
According to you, what would define -for a company- «being customer oriented» ?
It’s easy to focus on customers, it’s much harder to think like a customer. A customer centric business starts with their customers needs, then create solutions; listens before it talks; pulls rather than pushes; creates value for them first, and then shareholders. It’s about doing every aspect of business – from strategy to innovation, communication to measurement, from the “outside in” not the inside out.
What is your opinion about the evolution of Customer service ?
Customers demand 100% solutions, they expect the very highest levels of service. Customer satisfaction is now a hygiene factor. In the past, customer service has mainly supported sales transactions. In the future, customer service will be about helping customers to do more – to achieve their goals, to create a better home, to achieve more at work, or whatever – more personal, more ongoing, more valuable.
Do you have a short story to tell us about customer service ?
We all have “horror stories” to tell about customer service – personally I really hate Ryanair, who will do anything to save money, reduce service, and annoy customers! We tend not to talk about our “great experiences” … For me, I love the speed of ordering books from Amazon and getting them next day, designing my own shoes at Nike ID for just $10 extra, downloading music from iTunes in seconds, or a great day out with my family at Disneyland Paris (when its not raining!).
More info, blog, downloads on… thegeniusworks
Billet publié sur le blog « sens du client ».
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