THIS IS WHAT I HEAR WHEN PEOPLE TALK ABOUT BEING CUSTOMER FUCUSED Just about every test book you can read about marketing talks about the importance of being customer focused. There are any number academic papers extolling the virtues of customer focus. One could argue that ‘customer focus’ is one of the most common marketing […]

THIS IS WHAT I HEAR WHEN PEOPLE TALK ABOUT BEING CUSTOMER FUCUSED Just about every test book you can read about marketing talks about the importance of being customer focused. There are any number academic papers extolling the virtues of customer focus. One could argue that ‘customer focus’ is one of the most common marketing ‘buzz-phrases’ of our time. If it is, I would argue that it is also one of the most ignored! Twenty five years in marketing has taught me that far from being customer focused most businesses: Develop products and services that suit their capabilities and interests. Price those products and services according to what margin they want or a rule of thumb. Distributing the product or service in a way that minimises costs. Focus most of their marketing budget and energy on communication. Have little understanding of what their customers define as good service. How could…