Be truly customer-centric
To succeed in your investment in Martech, you must truly become customer-focused. This article is about customer focus and the importance of understanding and meeting your customers’ needs. For an organization to achieve this, it often requires extensive change efforts, and as always with change, this involves several different perspectives and dimensions. Why do companies fail, and how have companies succeeded in their transition to truly becoming customer-focused.
The underlying causes of failure
There are mainly two reasons why companies fail in their efforts to become customer-focused. Companies are too one-dimensional in their approach and do not consider the entire journey of change that needs to be undertaken.
What sets apart the companies that have actually succeeded?
In short, those who have succeeded are companies that prioritize and equally focus on people and processes as much as on data and technology. They have understood and concentrate on all four dimensions based on both customer and organization perspectives.