The Way We Ought To See It

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“I’ll take fifty percent efficiency to get one-hundred percent loyalty.”

–  Samuel Goldwyn (1879 – 1974), Polish-born American film producer, founder of Paramount and other production studios

The meeting began in the usual fashion.  “The way finance sees it,” says the CFO, “we’re not bringing enough to the bottom line.”  “The way production sees it,” said the COO, “pricing is too low!”  “It’s easy to see we’re under-investing in digital channels,” says the CMO.  You get the picture.  From where “they” see it, it’s someone else’s problem.

Funny thing is, there’s only one view that really matters.

How do your customers see it?  How do the Clients for whom we all work see it? What’s the perspective of the people who write the checks that make our existence possible?

So much is written today about efficiency, effectiveness, data-driven analytics and return-on-___________ metrics.

The funny thing is all those things matter.

As long as they’re viewed through the eyes of the source of the revenue we generate.

If we’re inefficient, what does that look like to the customer?  How do our customers feel about the value we provide, not just the price we charge?  What is the intent of our customers when it comes time to renew, refer, re-trench or re-commit?  How will we know?

The funnier thing is all we have to do to know is ask.  Ask early.  Ask often.  Ask genuinely and listen intently.

Ask when you lose a deal.  Ask when you win a deal.  Ask how the customer found you.  Ask why the customer left you.  Ask where they went.  Ask what’s going on in their business and what kind of help we can provide.  Ask where they did business before they began with us.  Ask why they started with us.  Why they stay with us.

Armed with those answers, our financials, our production reports, and our marketing strategies get pretty clear pretty quickly.

The way we ought to see it is simple.  We ought to see it the way our customers see it.

When we know whether we have their loyalty and how we earned it, the choices become crystal clear.

 

 

 


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Comments

  1. Krista Lindholm says

    Couldn’t agree with you more Steve!

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