If you’re a reader of this blog, you’ll notice the occasional nod to connecting customers to the back office. (Here and here, if you need proof.)
Today, I’ll ride ZDnet’s and IBM’s coattails* and point out how important it is to connect customers to the CORNER OFFICE and executive suite as well. *(What CEOs really want — and how IT can provide it, by Joe McKendrick)
IBM studied 1,500 CEOs that were considered “standouts” and discovered that those who were most successful “were 18% more likely to be focused on insight and intelligence to achieve strategy.” (The article also discusses “simplicity” and “creativity”, topics I’ll leave for the next couple days.)
The article (and study) mention that new tech tools like business analytics help these CEOs make more refined business decisions. I would add that actually getting involved with customers–and the employees who serve them–is equally valuable. Introducing democratic communication tools (*ahem* video collaboration *ahem*) can give top brass a look into the human component of the business. Reciprocally, if a customer-facing employee knows the customer may benefit from seeing a top executive’s face, this can often help bridge communications gaps between the two companies.
To help illustrate the point, I’m quoting one of the commentators on the article. FYI, I disagree with CobraA1’s assertion that talking to customers is the best way to find out what they want. Analytics sometimes show patterns the customers themselves are unaware of. However, CobraA1 still has a valid point that statistics cannot (and should not) replace direct communication.
“Customer intimacy”
Statistics and analytics can only tell you what is happening, but won’t tell you why it’s happening.
The best way to know what customers really want is to get out … and actually go to a place that has your customers. Or head over to customer service and take a few calls yourself.
It’s simply way too tempting for CEOs to stay separated from their customers and stay hidden behind a wall of statistics.
… all the statistics in the world can’t replace … direct conversation with customers.
…a large corporation with lots of customers may not be able to talk to all of them individually, but … talking with some of them would be a tremendous help.
CobraA1
