Customer centricity is a big topic with marketers. Yet, it seems like we have to constantly talk about it, because we're not actually doing it.
We're getting tempted into committing the Seven Deadly Sins of Marketing. Today, let's dial it back a notch....
SLOTH: Doing just enough to not completely suck
I'm using "sloth" in the meaning of plain old "lazy".
We know that our web site could be easier to use for our customers, but we just aren't willing to put forth to effort to prioritize it.
We understand that our customers dislike our customer service process, but it's too hard to get everyone in the organization together to improve it.
We know our customers really prefer to use a specific technology, but it's just too hard for us to figure out and use.
We can't be bothered to properly onboard our new customers and thank them for their business, say, via email or direct mail.
We certainly never take the time to recognize our current customers for their loyalty.
It's just too hard to figure out - we just can't afford to take the time and effort.
And it probably wouldn't matter anyway. Our customers wouldn't notice these things - we'll just make the same amount of money (or less, once we make these efforts). They only care about getting the best price, nothing else.
Of all the sins, this one is my favorite - or rather, the one that annoys me most. It seems to be the easiest to solve on the surface, but I think it's the hardest to actually fix if you've really settled into this mindset.
Of course, this apathetic viewpoint in regards to customer engagement also creates a company culture that is averse to innovation and risk. That's a fast way to kill a company.
For other sins, check out LUST and GLUTTONY and GREED.
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| I'll have you know, I'm the hardest worker in this forest. |
SLOTH: Doing just enough to not completely suck
I'm using "sloth" in the meaning of plain old "lazy".
We know that our web site could be easier to use for our customers, but we just aren't willing to put forth to effort to prioritize it.
We understand that our customers dislike our customer service process, but it's too hard to get everyone in the organization together to improve it.
We know our customers really prefer to use a specific technology, but it's just too hard for us to figure out and use.
We can't be bothered to properly onboard our new customers and thank them for their business, say, via email or direct mail.
We certainly never take the time to recognize our current customers for their loyalty.
It's just too hard to figure out - we just can't afford to take the time and effort.
And it probably wouldn't matter anyway. Our customers wouldn't notice these things - we'll just make the same amount of money (or less, once we make these efforts). They only care about getting the best price, nothing else.
Of all the sins, this one is my favorite - or rather, the one that annoys me most. It seems to be the easiest to solve on the surface, but I think it's the hardest to actually fix if you've really settled into this mindset.
Of course, this apathetic viewpoint in regards to customer engagement also creates a company culture that is averse to innovation and risk. That's a fast way to kill a company.
For other sins, check out LUST and GLUTTONY and GREED.
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