The customer focus myth

David Williams

David Williams, CEO of How to Experience (H2X), argues that many customer focus programmes simply pay lip-service to satisfying customer needs.

The customer focus myth

David Williams

Most large organisations boast major initiatives around 'customer centricity' and 'putting customers at the heart'. But the reality is often very different. So many customer focus programmes simply pay lip-service to satisfying customer needs. Here I consider what's needed to define and deliver meaningful customer benefit, and provide my top ten tips that the best companies deploy to succeed.

'F' FOR FOCUS. AND FAIL

Customer focus is all about understanding prospects and customers better. It is about formulating compelling propositions and deploying them effectively.

It is not something large plcs do well.

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