For most businesses, the first mindset is ‘how do I make money out of this?’. It is never – ‘What can I provide to the customer?’ ‘What is the value add that the customer gets?’ I am not saying that we should not look at the viability of our business models but in the process of doing this, we often lose focus of the important – the customer.
When we design the UI or create a website or train the customer support team, do we really do it keeping the customer in mind? ‘How is the user going to interact with my website?’ ‘How should my support team interact with my customers?’ If you believe in processes, are those actually helping your customers or are they just helping you track what your employees are doing?
Seth Godin has a post about how retail stores arrange first by brand, then type, then style and then size. It would be so much easier if they would arrange by type first and then by brand or even type and size first and then by brand. It is quite an obvious way of doing it but I have never seen any retail store do it, except for bookstores. It would be a disaster if they had put all the McGrawHill books together and then separated them by topic.
It is so sad to see stores display the sign “Customers are our greatest asset” but don’t have a system in place to take care of that asset.