Bain & Company’s Rob Markey on the Key to Customer Centricity
Many companies have recognized the importance of bringing the voice of the customer into their operations. Listening to customers closely and carefully is crucial. Creating strong metrics and measures of the customer experience and customer loyalty not only helps cement accountability, but also lays the foundation for cost-benefit analysis.
Rob Markey, global leader of Bain & Company’s Customer Strategy and Marketing practice and co-author of The Ultimate Question 2.0, maintains that listening well to the voice of the customer isn’t enough. What’s necessary is to make customers feel heard by following up on their feedback. He calls out the need to put that feedback to use in support of learning and driving systemic change to address root causes.
How to do this inside a big, complicated organization?
The secret is somewhat counterintuitive—you don’t start with your customers. You start with your employees. He discusses the research that formed the basis of his recent Loyalty Insights article, “Energetic, enthusiastic and creative: Employee advocacy as the key to customer centricity.”
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