Next Pathway //
May 19, 2020
Next Pathway //
June 25, 2020
Recently named by The Globe and Mail as Canada’s hottest cloud start-up company, Next Pathway automates the end-to-end challenges our customers experience when migrating applications to the cloud
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The result is that a holistic view of customer never materializes. There is a stronger desire to pay lip-service to being customer-centric, while the truth is most managers would rather preserve the status quo, protect their own self-interest (and bonus), and just focus on their channel/product.
Given this, my question today is: How customer-centric are you really? I’ve built the list of questions below based on my observations of what it takes to be great. It is intended as a thought starter and I welcome ideas for better or additional questions. Answer them how you choose: maybe a 5-point scale or whatever floats your boat. But importantly please be honest about what your real, live current capabilities. All too often I hear “Oh yeah, we talked about that once and even piloted it in one division.” That would be scored a one in my books, not a four or five. Anyway, without further ado here you go:
Here’s one of my favorite things to ask senior execs to make the point. First, ask, do you know your sales last month? Of course, they (almost) always do. Then ask, how many sales did you NOT make last month? Many won’t have any idea and those who do answer will likely reference their CRM and what the sales department is actively pursuing. But dig further, who visited your web site but didn’t ask to be contacted? Who downloaded a white paper but didn’t want to talk to a salesperson? Who saw you in a web search but clicked on your competitor instead? Who quietly stopped using your product and will not be renewing next month? In general, who came in contact with your company one way or another but dropped off and probably bought from someone else? Any company that can answer these questions gets a gold star but very few can.
Those companies coming out on top will be those who maniacally track every bit of data they can capture about prospective and converted customers. They will enrich it with third-party data telling them more about who their customers are, and they will strive to be the best in their industry at every stage of the purchase path through continuous improvements. This will include improving the service given to existing customers, as the ability for those customers to switch is only a click away. Those who don’t think this is a priority or can’t execute on improvements will see margins squeezed at increasing rates as smarter competitors armed with better insights cherry pick the most profitable customers.
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