Do you have a clear and complete understanding of your customers

I am often asked how Customer Centricity can make a difference to my organisation. Well there is a whole book on that, but one simple test is to ask how well the key people in my company understand what our customers need and want from our organisation. So often this is missing or worst out of date. Being out of date is worst because it allows a company to continue along thinking it meets the needs and wants of its customers when in reality it does not. I would suggest there are some well known retail brands that have or are falling in to this deadly trap. For some it may take to long to correct the problem in which case we will or we have already seen them disappear.

So understanding how well we are aligned with our customers is critical, and not just in the CEO's mind but in all those who influence how our customers interact with us.