Making Changes? Or Staying the Same?
Guess one of the first questions I get when I first meet with a CEO or customer service director about moving their customer care operation from in-house to outsourced.
You probably guessed right: it’s about cost. Won’t it cost more to outsource?
My answer – almost every time – is no.
But beyond the basic math of short term dollars and cents, there is the much more important question of long term investment, improved customer experience and satisfaction, increased revenue, and higher long term profitability.
In her Forbes article, Dynamic Stability: 10 Ways to Put Your Customer First, Jennifer Davis takes a look at 10 critical ways we all need to think about delivering customer service. Citing the work of Jay Weiser, of Weiser Consulting, she puts these 10 timely rules into perspective.
Dynamic Stability: 10 Ways To Put Your Customer First
It’s no secret that organizations today face unprecedented challenges and leaders, including marketing executives, are under pressure to deliver growth and think beyond the confines of their particular function.
Jay Weiser from the Weiser Strategy Group, whose career in business strategy consulting has led him to work with top leaders across multiple industries, has seen businesses succeed and fail in their effort to keep pace. “With near-constant change and disruption, leaders and their organizations must recognize that stability is a relic of the past and what differentiated in the past isn’t adequate for the future,” he said. Here are ten concepts to help you think about cross-functional alignment and delivering an exceptional customer experience in your business:
- Stability is dead.
In a business landscape now characterized by constant change, companies and leaders who “wait for the dust to settle” will be left in that same dust by competitors. “Understanding context is key to change,” Weiser said. “Industries are being disrupted. Customers are now better informed than company salespeople. Competitors are more aggressive.”
- The future belongs to the nimble.
“Companies who are prepared, ready, and able to act have a significant advantage over those who are not,” he noted. “They can bounce back from disruptions faster and pounce on opportunities quicker. Conversely, those who are not, often do not bounce back and miss opportunities.”
- Dynamic stability is the key.
Weiser calls “dynamic stability” the key to the future. “Flying a helicopter is a great example of dynamic stability,” he proposed. “Helicopter pilots maintain constant awareness of changes in the environment and actively and frequently adjust the controls to hover or fly to where they want.” Leaders and their organizations need the same capabilities to guide and manage their companies. “There is no other way to fly a helicopter successfully and the same goes for leading and managing a business into the future.”
- Customer-centricity is now table stakes.
“Even before it became trendy to talk about customer experience or customer engagement, many successful companies were already putting those concepts into practice,” observed Weiser. “While it used to be a differentiating choice, now it is a necessary requirement.” Customers in the past put up with a lot of cost, inconvenience, and opacity in their buying choices. “Now, power has shifted to the customer,” he continued. “They know more and have more choices. Now it’s imperative that companies quickly resolve these business issues or face, possibly irreversible, consequences to their businesses. “
Senior Vice President, Sales and Marketing
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