At Signals 20, Shar VanBoskirk, VP and Principal Analyst at Forrester, talked about customer obsession as the “good idea that everyone agrees with but that no one knows how to do.” And in thinking about the idea of building a brand that your customers love, that is very true! Just 15% of enterprise firms are customer-obsessed today, according to Forrester’s research metrics. Everyone thinks that doing so is a great idea, but who should do what? When should they do it? And how much will it cost?
Shar spoke about a framework that will carry your existing customer focus. Although your brand can do all of these things, it’s best to narrow your focus. Here are three areas:
- “Count on us,” which promotes reliability
- “At your service,” which promotes service
- “On your side,” which promotes advocacy
Not every brand will lead to customer obsession in the same way. And you can’t be all things at once. As Shar mentions, just telling everyone on your team to be nicer to customers won’t result in lasting change! But thinking broadly about your company vision and then about practical ways of getting there is a good first step. Learn more by watching Shar’s presentation below.
You can watch Shar’s full session below.