Today, let’s take a deeper look at customer-centricity. Why? To get a better appreciation of what this term signifies. And importantly what it does not signify. How best to go about this? Allow me to share a personal story or two with you and lets see what is unconcealed.
My Father Is Centred On Me
Up to the age of 5 (or so) nobody was centred upon me. As a result I lived a life that showed up as free – I pretty much got to do what I wanted to do for the whole day; my father was living in a different country for most of the time and my mother was too busy working the farm to keep a close eye on me.
Everything changed shortly after my fifth birthday. I found myself living in the UK, living an indoor life in a city (rather than an outdoor life in the countryside) and under the careful gaze of both my mother and father. This is where life became interesting. Why? Because my father became maz-centred: he centred his attention on me. What did this look like?
My father planned and dictated pretty much every day of my life. So when I got back from school, I was fed by my mother then marched upstairs to my bedroom to study. And not let out until the studying was done. Homework from school was not enough. My father got together with his more educated friends and gave me extra homework. Each night there would be test. If I did not pass the test there were unpleasant consequences. Further, I had to watch the six o’clock news and the nine o’clock news. And I had to translate for my father. I remember that one night I forgot to inform him that the Egyptian army had been decimated by the Israeli army. The next day he found out from his friends and I got punished.
This level of maz-centricity was not enough for my father. Some weekends he would arrange for my cousin who was several years older to come over. And then he would pose questions to us both. If I did not surpass my cousin – who was and is clever – I got punished. To avoid the punishment I studied a lot in the evenings and even at the weekends.
As I excelled in school my fathers maz-centricity broadened to include Islam. Now I come home to school, was fed by my mother, did some homework, then had to go the mosque and study there for 2-3 hours, then return home and complete my homework.
When it came to choosing which subjects I was going to study at school for my O’levels. My father chose the subjects for example overriding my preference for Physics with his choice of biology. Why? My father was totally centred on me. Why? My father was clear that I was his passport to status (standing in the community) and money. Therefore, he was clear and determined that I was to become a doctor – at least a doctor, more likely a surgeon.
What has been unconcealed here? My father centred his resources (time, money) on me in order to serve his needs – for status, for wealth.
I Centre On My Children
I remember coming home very late one evening – around about 11pm. It had been a hard day at work. Opening the door, I found my son (who was around 3 at the time) rushing towards me with big eyes, big smile, and open arms. As I picked him up the following thought occurred: “My son loves me just as I am. All he asks is that I be here and spend time with him. Whereas at work, I am only as good as the last project. And my utilisation rate.” I also realised that I had been prioritising work over my son! I made a choice. I chose to stop climbing the ladder at a Top 5 management consultancy – work less, spend more time with my son.
When Rohan (eldest son) was around 4 years old I made the decision to put him into a private school: a Montessori School. Many people advised me not do so. Their argument, private school is costly. And I could not put Rohan into Montessori School without, later, putting both Rohan and Marco (second eldest son) into Montessori School. And then later a third child; my wife and I had planned to have three to four children.
After some consideration, I chose to walk down this path – of putting Rohan into Montessori School and keeping there at least until the age of eleven. And likewise for the other children – born and unborn. Why did I make this choice? I noticed that Rohan was an unusual child: bright, risk taking, inquisitive, creative yet struggling to read or put a sentence together. Later it turned out that Rohan has the gifts and constraints that go with being Dyslexic. Noticing, what was so, I was convinced that Rohan would suffer in traditional school where the classroom size is 30+. And the work if focussed on reading and writing. Montessori School offers a much broader curriculum and importantly uses all five sense – not just sight and sound.
When I was not working away from home, I spent some time every evening with each of my children. If nothing else I would go and lie in bed with each of them for 10 – 20 minutes. And I would ask them the same questions. How are you feeling? What was good about your day? What was not good about your day? Is there anything else that you want to tell Papa? I would give each of them a hug and tell each of “I love you and I am so proud of you.” That was the truth and continues to be the truth.
It occurs to me that I was also centred on my children. Ask my wife and she will tell you that I continue to be centred on my children even though Rohan is nearly twenty, Marco is eighteen, and Clea is fourteen. The question is, why have I been and continue to be centred on my children?
My answer: to give these children the best start in life. What kind of start is that? One where they are encouraged and taught to think for themselves. One where they are encouraged and taught to stand up for themselves. One where they are encouraged to be leaders not just followers. One where they are encouraged and taught to consider and care for others. One where they are encouraged to take risks, explore, create, challenge rather then merely follow instructions and execute….. My desired outcomes for my children have been and continue to be:
- each child knows and values his gift/s;
- each child has strong self-esteem (sense of inner worth) and strong self-confidence (way of being in the world and handling that which shows up in the world); and
- each child values others as fellow human beings worthy of respect-consideration and naturally gets on well with others without sacrificing his/her core values and aspirations.
My father centred his time-effort-resources on me from the age of five until I broke away at the age of eighteen; I had been planning to break away from about the age of fourteen.
I have centred my time-effort-money on my children since 1998-1999. All three of my children are still living with me. None of them has any intention of moving out any time soon even though the boys are both employed.
What is the difference? My father was centred on me in order to attain his desired outcomes and at no time considered what I wanted for my life. What mattered was my father maximising his ROI in me. I was his vehicle for status, respectability, wealth…. I have been centred on my children too – throughout the wellbeing of my children has been and continues to be my concern and my commitment.
Imagine a hunter has his attention and rifle centred on your head right now. He is about to take that shot. How are you left feeling? Does the fact that this hunter is centred on you mean that he has your wellbeing at the centre of his concern? You are not that stupid, right? No you are not, which is why you would prefer it if this hunter centred his attention and rifle on someone/thing else – just not you or your loved ones.
So why is it that so many folks go stupid when it comes to business and the use of the term customer-centricity? Why is it that folks talk about customer-centricity as good thing implying that it is good for the company and it’s customers. It may be good for the company, it is highly unlikely to be good for the customers. And I get that there are some companies which are exceptions.
- Customer-centricity is merely a set of people and practices that constitute a powerful tool;
What matters is what this tool will be used for the sake of (purpose/motive);
What this tool is used for will be determined by the person/s who are using this tool;
Therefore, take a good-detailed look at the person/dept/organisation which is using that tool. Look at how these folks ‘feed and breed’ and you will have a good insight into what they will be using the tool for.
Whatever you do don’t listen to the words, remember the Greek legends -in particular the Sirens with their seductive music and and voices.
And finally, from my own experience I have never found anyone to be as customer-centric as a salesman who needs to make his quota. Or a direct marketers keen to get the max revenue-profits from their direct marketing efforts.
It is the time of the year that many are pushing out their predictions for 2015. I am not in that business: I lack a crystal ball. Further, I say that the future is not already made. The future is unborn and how you/i/we show up and operate in this world will shape how 2015 turns out. So in this final conversation of 2014, I want to share with you my thoughts on what it takes to become great; greatness necessarily involves effecting significant and substantial change.
Let’s assume that you wish to reshape your organisation – to effect significant, substantial, change in the way that the organisation operates. Perhaps, you wish to transition your organisation from a product-centred orientation towards customer-centred orientation. And/or shift the fundamental stance of your organisation from ‘extracting value’ from your customers to being generously rewarded (by customers) for simplifying-enriching the lives of your customers. It could be that you want to move from treating your employees as resources (things) to treating them with dignity as fellow human beings…..
What is the access to that? Is there an organisational equivalent to Ali Baba’s “Open, Sesame!”? You know some kind of hidden magical recipe that provides you access to untold riches, instantly, without significant effort, discipline, and/or sacrifice? I invite you to answer that for yourself. How has all the strategy stuff worked out? What about all the process change / six sigma stuff? Or the customer journey mapping? What about your investments in CRM systems and other technologies (e.g. IVR) have they taken you to the heights of sales effectiveness and/or customer service delight? Let’s not forget the VoC feedback- has that unlocked the door to customer loyalty riches?
Greatness does not lie on the road well travelled, greatness lies on the road less travelled. Greatness requires dedication – the kind of dedication that flows from total commitment; this kind of commitment arises in response to a possibility-call that resonates with the very core of your being. Greatness requires the ultimate sacrifice: yourself – your way of showing up in the world and the manner of your travel in this world. Allow me to give life to this through a story (bolding mine):
There was an artist who was so devoted to her art; nothing else in the world had any attraction for her. She had a studio, and whenever she had a moment to spare her first thought was to go to that studio and work on the statue she was making. People could not understand her, for it is not everybody who is devoted to one thing like this. For a time a person interests himself in art, at other times in something else, at other times in the home, at other times in the theatre. But she did not mind; she went every day to her studio and spent most of her time in making this work of art, the only work of art that she made in her life.
The more the work progressed, the more she began to feel delighted with it, attracted by that beauty to which she was devoting her time. It began to manifest to her eyes, and she began to communicate with that beauty. It was no longer a statue for her, it was a living being. The moment that statue was finished she could not believe her eyes – that it had been made by her….. She felt exalted by the beauty of the statue.
She was so overcome by the impression that this statue made on her that she knelt down before this vision of perfect beauty, with all humility, she asked the statue to speak, forgetting entirely that it was her own work…… there came a voice from the statue: “If you love me, there is only one condition, and that is to take the bowl of this poison from my hand. If you wish me to be living, you no more will live. Is it acceptable?” “Yes,” she said, “You are beauty, you are the beloved, you are the one to whom I give all my thought, my admiration, my worship; even my life I will give to you.” ….. She took the bowl of poison, and fell dead. The statue lifted her and kissed her by giving her its own life, the life of beauty and sacredness …..
– Hazrat Inayat Khan, The Art of Being and Becoming
Let me end this conversation by posing this question: What possibility (or cause) matters to you such that you are willing to be and do as the artist (in the story above)? It occurs to me that this is question worth pondering and answering as you/i head into 2015. I wish you a great beginning and the very best for 2015.
As a thinker, I am struck by how rare original thinking is in the organisational world. As a thinker, I am struck by how little thinking – as in stopping and reflecting on that which is occurring and the pattern of this occurrence – occurs in organisations. As a thinker, I am struck by how little space exists within organisational life for ideas to be entertained and grappled with before the mindless rush to implement these ideas usually through some off the shelf methodologies, methods, tools and techniques.
I say that the idea of Customer Loyalty had power. And this power vanished when we rushed to turn this idea into practical customer loyalty programmes: loyalty cards, databases, offers and points.
I say that the idea of Relationship Marketing had power. And this power was drained and Relationship Marketing turned lifeless when the idea of Relationship Marketing was turned into the technology of CRM: systems that enslave human beings in data capture and script/process following slaves.
I say that the idea of Customer Experience has awesome power. And many are bleeding this idea dry, void of power, by turning it into the methodology of customer journey / touchpoint mapping, the blind worship at the voice of the customers, and the technology of Customer Experience.
What is it that I am getting at? Let’s see if I can communicate that which I am seeking to communicate to the practical people that dominate organisational life. I invite you to read the following words of wisdom (bolding is my work):
The word idea supposedly originates in the Greek word eidos, which means something seen like a form and a way of seeing like an eye, a perspective. So, ideas are not only things you can pick up and ponder. They also give you eyes, new ways of seeing things. Ideas are already operating in our perspectives, the way we look at things. We take our usual ideas for granted, and so, ideas have us rather than we have them….
Is the idea fertile, fecund? Does it make you think? Is it surprising, shocking? Does it stop you from habits and bring a spark of reflection? Is it delightful to think it? Does it seem deep? Important? …. This requires you to ponder it, which means weight it, feel its weight…. Pondering is an action of its own and keeps you holding the idea, from letting it go into other kinds of action before it is fully appreciated. Meanwhile you get a better feel of the idea….
You know, to have an idea and thinking about the idea are two different things, and being practical often means skipping over the hard thinking part…
For ideas to be therapeutic, that is, beneficial to the soul and body politic, they must gather into themselves, garnering force, building strength, like great movers of the mind’s furniture, so that the space we inhabit is rearranged. Your thoughts, feelings, perceptions, memories have to be moved around in new ways, because the furniture has been moved.
A long lasting idea, like a good poem or a strong character in a movie or a novel, continues to affect your practical life without ever having been put there. Ideas that live, live in us and through us into the world. Viable ideas have their own innate heat, their own vitality. They are living things too.
But first they have to move your furniture, else it is the same old you, with you same old habits, trying to apply a new idea in the same old way. Then nothing happens at all except the loss of the idea as “impractical” in your haste to make it “practical”.
– James Hillman, We’ve Had A Hundred Years of Psychotherapy And The World’s Getting Worse
It occurs to me that the conversations that take place here, at The Customer & Leadership Blog, are simply an ongoing exploration and pondering of the ideas of customer relationships, relationship marketing, customer service, customer loyalty, customer experience, customer-centricity, and leadership.
I am no expert, no guru, in customer relationships (CRM), relationship marketing, customer service, customer loyalty, customer experience, customer-centricity, nor in leadership. Yet, it occurs to me, that it might just be that I have grappled with these ideas at a deeper level than many. Therefore, any value that i create for you – the person who listens to my speaking – arises out of my willingness to stay with the idea rather than rushing to provide you with a silver bullet for your organisational ills.
Why I have shared this with you? To provoke thought: to provoke you into doing deeper thinking into the Customer realm before you go and buy the latest snake oil from gurus, experts, consultancies, and IT vendors. Incidentally, don’t reach for the dictionary to look up definitions of all things customer: customer service, customer relationship management, customer experience etc. Why? Definitions only provide the illusion of knowledge and understanding. There is no replacement for original thinking. A good start would be the following questions:
- What world of possibility does the idea of Customer Experience open up for us and our customers?
What might Customer Experience Leadership look like, feel like, sound like, taste like – for us, for our customers?
What is the first step on the journey of Customer Experience Leadership for us? Is it really getting access to the voice of the customer? Or is it doing that which we know needs to be done for our actions to be in tune with our words?
And finally, I invite you to consider that many if not most organisations have failed to make a success of relationship marketing, CRM, customer loyalty, customer experience etc because these ideas have failed to ‘move your furniture’ leaving the same old you, with the same old habits, trying to apply these radically new ideas in the same old way.
If you have made it this far into the conversation, I say thanks for listening. These conversations are not easy, not simple. This is deliberate – these conversations are designed to provoke thought from the thoughtful. They are not for the impatient looking for the ten steps to customer success.