Why organisations will continue to struggle to get close to their customers

I am not well, I think it is the flu.  So today I am going to keep my writing short – please excuse me if it is a little light.

I love learning especially stuff that challenges the dominant ways of thinking about stuff.   As a result I regularly visit TED and in my last visit I came across this video:

It got me thinking and I asked myself the question: is it that simple?

If you read the articles on CRM, on Customer Experience, on Social Business then time and again the writers mention the need to get commitment from the Tops, the need for leadership from the Tops, the need for cultural change – which, no surprise, needs agreement and leadership from the Tops!

Who are the Tops?  Almost always men.  The language that men speak is the language of warfare; the language of the impersonal; the language where the end often justifies the means.  And men love technology – we love our toys.  We love command and control. And in the process we make toys of human beings.  That applies to employees, it applies to suppliers and I argue that it also applies to customers.  We seek to manipulate customers adeptly as they are the more important pieces on the chessboard – yet they are just another piece on the chess board.   Can I dare assert that the men that are most adept at playing this game of chess end up at the Top?

Yet the social, relational and experience paradigms are predominantly feminine.  It is soft stuff. the stuff that has been neglected for a long time and often handed over to the HR folks.   If you are struggling with this then I have a question for you?  How is that in business we refer to getting customers as ‘conquesting’, as hunting; keeping customers is referred to as ‘farming’; and hunters are the hero’s that get the lion share of the rewards  whereas the farmers are looked down upon and get meagre rewards.

Is it that simple?  That organisations are struggling to become customer centric because this is  relationship centred paradigm which is natural for many women and unnatural for many men and especially the Top.  That the Tops prefer to play generalship (the art & science of warfare) then to play midwife to the relationship centred organisation and economy?

If it is not that simple then why is it that whilst the Tops profess customer focus and customer centricity their lieutenants claim that these very same Tops are the main obstacles to bringing customer centred initiatives to fruition?

I do not claim sole access to  ‘truth’ so do let me know what you think.

Author: Maz Iqbal

Experienced management consultant working at the intersection of strategy, customer, and technology. Combine a tendency to think strategically with a penchant for getting my hands dirty at the coalface of implementation.

3 thoughts on “Why organisations will continue to struggle to get close to their customers”

  1. Maz, i totally agree. I learned early that messages take place at two levels: Fact (left brained, male dominated) & Feeling (right brained, female dominated). I spent many years consulting on Customer Loyalty – a concept that is an extension Customer Satisfaction – again this is a male/female thing.
    My male clients always wanted to do some SPIFF trickery on a justified ROI – my female clients understand that we were trying to build a relationship that could not be measured in the bottom right cell of an Excel spreadsheet.

    There hasn’t been much change as we’ve sucked back into protecting balance sheets & hoarding cash.

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  2. Hello Bud
    I thank you for taking the time to drop by and share your thoughts. It appears that we are in agreement: I have often been tempted to ask some people if they did an ROI on their wife, their children, their friends.

    I wish you the very best for Xmas and 2011. And hope that you will stop by again and share your thoughts with me.

    Maz

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