Hasta La Creative!

A decade ago, research from Bain & Co. pointed to a customer experience chasm: 80% of companies thought they were delivering a superior customer experience, yet only 8% of customers agreed. Today, the gap remains. A new IBM/Econsultancy study reveals that 80% of consumers believe the average brand doesn’t get them as individuals.

It’s clear — businesses haven’t changed much in the past few decades, and they need to. Amid digitized disruption, competitive pressures, quarterly reporting, data overload and the constant flux of customers’ needs and wants, some may argue that change is too threatening, too costly or too difficult. But those that conduct business as usual will be relegated to the irrelevance zone, unable to make necessary and authentic changes quickly enough to survive and thrive. So, what’s a company to do?

Essentially, “hire” your customers. Make them part of your team. Move beyond capturing their feedback and promising better service in return. Beyond evaluating the business through the customer “lens,” bring them inside your company walls and partner with them, treating them as ongoing strategic business consultants. They don’t demand an annual salary or performance bonuses. All they ask for is what they already have — an inherent interest in getting the best product, service or experience possible.

Continue reading at AdAge.com