17. What Can Change The Mindsets RecognisingDrucker’stimeless words of wisdom – Profit is the outcome of creating a satisfied customer and not the end adjective of business Realising that there are no results in the walls of an organisation. The end result of a business is a satisfied customer : Peter Drucker
18. What Can Change The Mindsets Acknowledging that the only person who pays all the bills/debts of the organisation is the customer Understanding that marketing only creates promises and not customer loyalty Recognising that loyalty is created only through customer centric behaviour on the part of the entire organisation
19. What Can Change The Mindsets Realising that customer loyalty is not possible without employee loyalty and thus investment in training and development and empowerment of employees is critical towards attaining a sustained competitive edge Customer satisfaction sure linked compensation for entire organisation Mandating customer facing “time” for all employees at regular intervals Recognising and rewarding customer centric behaviour
20. Data Capturing & Mining Investing in periodic customer satisfaction studies Investment in analytical tools Training front – End staff Rigorous review mechanism for data sanctity Rewarding customer for furnishing personal data
21. Data Capturing & Mining Rewarding customer for elongating tenure Robust time bound escalation mechanism for unresolved customer issues Research to understand customer situations/settings and not just usage behavior
22. Mass Customization Extensive use of segmentation tools to identify affinity groups Customized products Customized engagement processes for adoption of the products by different customer segment Understanding that its customer centric people who create effective mass customization and not sophisticated analytical tools
23. New Marketing Paradigm Marketing needs to now focus on not just “what” the needs is but “how” does the customers go about satisfying that need. Need to enhance the product definition of a product or service to “providing customer solutions / experience”