ZIPHO SIKHAKHANE: Don't forget: the customer's interests come first
Customer centricity continues to be a buzz phrase in organisations, with companies beefing up their customer-entricity departments
Customer centricity continues to be a buzz phrase in organisations, with companies beefing up their customer-entricity departments to cater for the increasingly complex customer. As an expert on the topic, I am seeing an increasing demand for talks and workshops on this. Over the years, established organisations experience very little change, while their disruptive competitors continue to gain market share. This is typically due to the mistakes the older organisations make in how they think about being customer centric. They make the error of ring-fencing their customer- centricity programme to be solely a marketing stunt, revived annually - perhaps even hiring a dedicated customer-centricity officer - and then calling it a day. The problem with this narrow-minded approach is that prioritising customers is not a marketing initiative; it is something that requires a complete overhaul of how the organisation is designed. Companies can no longer put a product out in the market in the h...
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