What is the most important question that one needs to grapple with when it comes to customers and the customer-centric orientation? Is it:
- how do we calculate customer lifetime value?
- how do we get the right offer out to the right customer at the right time?
- do we get just the basics right or do we deliver a wow experience?
- should we be using social channels to message or provide customer service?
- do we need a Chief Customer Officer to own the customer and advocate on his behalf?
- how do reduce/manage the costs of customer service through channel shift?
- how do we show an ROI from Customer Experience?
- how do we make the omnichannel stuff work?
- how do we get customers to stick around and do business with us longer?
- should we focus on taking care of customers or our shareholders?
I say that it is none of these. It occurs to me that the most important question is radically different. If you want to know what that question is then I urge you to watch the following video:
It occurs that if we all lived this question, then collectively we would build amazing relationships, amazing products, amazing organisations. And we would transform the quality of our lives and the world that we live in.
What is the question? It is the question that is fundamental to generating relationships, loyalty, and joy in the world. It is the question, if lived by us, generates a wonderful world for all of us. It is first and foremost a social question. What is that question? It is so simple that it took a 12 year old to pose and live even in her dying days:
How can we help them?
– Jessie Joy Rees