The Importance of a Customer-Centric Business Approach
“The Realist Optimist is the most powerful and effective of the open leader archetypes, somebody who can see the benefits of being open but also understands the barriers.” ~ Charlene Li, Open Leadership, published May 2010.
Focusing on the customer, listening to what he/she wants remains the number one most important first action for any organization desiring a satisfactory engagement. Social networks have initiated the world to completely personalized channels of content production, distribution and consumption. The engaged user can now create his/her own TV channel on YouTube, Google TV and numerous other video channels. The Conversation Prism is an excellent image of the variety of social networking sites available to an individual in his or her establishment of an online tribe.
When we listen to our customer, then we can select brands, products and services geared toward his/her needs. The customer-centric approach in social media specifically requires listening via social network monitoring tools like Radian6, Trackur, Compete, Webtrends and Cymphony.
A Chief Customer Officer will instruct brand manager, product managers and interactive/asset managers on the best use of energy within a given demographic/vertical after having participated in a listening project. Now more than ever, customers are becoming wiser in their choices about products and services sold online, primarily due to the vast amounts of time users spend online AND due to the phenomenon of user-selected/created channels. The mechanics of this has to do with personal choice and responsibility, along with the blossoming of sub-sub-cultures/niches beyond anything seen in previous societal configurations. Social networks allow us to know ourselves better, which in turn gives us more exact and precise opinions on what we want.