In a previous blog,  http://www.communities.hp.com/online/blogs/ease-of-doing-business/archive/2008/11/20/disneyworld-does-it.aspx,  I referenced 5 steps for ease of doing business and improving customer experience.  Although very simple steps, the challenges of the enterprise business doesn’t always allow for these steps to be followed as the rule and are sometimes the exception.  Although HP follows this,  I’m sure not every company adheres the most important rule:

Rule #1: Put the customer first

A recent study performed by the CMO Council and sponsored by Satmetrix entitled, “Giving Customer Voice More Volume,” reveals only 29% of the 480 senior marketers surveyed say their companies rate highly in their ability to  handle and resolve customer problems or complaints.

Additionally, the study citied that “Customer listening, learning and leveling are critical qualities that need to be part of an institutionalized corporate culture, the CMO Council said. Yet, survey data demonstrates that most companies treat customer interactions around service situations and incidents only as problems that need quick resolution:

• Just more than one-third (38%) of companies gather customer insight from customer engagement situations.
• Less than one-third (32%) look for ways to turn problems into new sales opportunities, and only 15% introduce new products or services to further monetize the relationship.
• Less than two in 10 (17%) use customer interaction opportunities to identify and cultivate potential champions and advocates.

Putting the customer first starts with actively engaging the customer.  It includes not only listening but taking action on customer feedback.  But, more than merely a reactive process to customer feedback, “putting the customer first” means that anytime a new procedure, policy or process is considered, the first critical question is “how will this impact the customer”?  It requires the discipline of taking the customer perspective in every improvement effort or strategic initiative.  It has to be a mindset and a way of life for the company to be successful and authentic with their customers.

During this economic climate, when the focus is on cost-cutting, putting the customer first can be a challenging concept to get buy-in and to implement.  Companies that understand “customer first” or the “outside-in view” will be the ones prospering in the aftermath.  Who will step up to the plate? Time will tell. 

Let me hear your comments. What companies do you think put the customer first? I’d love to hear your examples of companies that are living by this rule. Send them my way.