Importance of Building Customer Relationships
customer relationships is absolutely essential to staying competitive in
business. The market is constantly changing and customers change as well.
Building customer relationships allows the organization to gain valuable
insight on what is happening with customers now and where the market is heading
to in the future.
How do you deeply understand customers and
build these important relationships? Traditional methods involve performing
market analysis and extensive research. This is most often accomplished with
the help of an expert or
a business consultant
. While they provide valuable information, information
alone will not enable the organization to truly understand what matters to customers.
Using a Co-creation Approach
A co-creation approach
incredibly effective to helping organizations identify what is important to
customers now and what will continue to matter in the future. A co-creation
approach makes it possible for all of the key players to actively contribute to
solving a complex problem that matters to customers, and as a bi-product,
acquire a deep understanding of customers that just isn't possible any other
deeper understanding of customers involves looking at the customer from every
angle and thoroughly understanding the customer's journey. In order to solve
this complex corporate problem, information must be gathered from a number of
different sources that can detail the following processes:
- Discovering and researching the
- Buying a product
- Taking delivery of the product
- Customer support
Many of the
sources of this information are from within the organization. The people within
the organization who already deal with customers have extremely valuable
knowledge about what is working and what is not working for building customer
A co-creation approach to building customer
relationships will present unique challenges. This approach requires effective
knowledge sharing from both inside and outside sources. Traditional large group
communication is very limited in its effectiveness because of large group
dynamics. Bringing together a group of people with different backgrounds
involves managing egos and finding a communication system that allows everyone
to contribute evenly to developing a solution.
Effectively Enabling Large Group Communication
The top global
orchestration firms allow organizations to leverage effective large group
communication to holistically solve defining corporate
. A global orchestration
approach involves quickly identifying key players and providing a communication
system that eliminates the traditional limitations of large group
adopting new strategies for building customer relationships will often include
making changes to the way the organization innovates.
co-creation approach greatly increases buy-in across the organization. The
departments and people affected by the changes have actively contributed to the
solution and are much more likely to put the new strategies into motion.
Leadership is aligned and this greatly increases the rate of mobilization for
any solution. The effective mobilization of a strategy is nearly as important
as the strategy itself.
Discover the innovation that is possible through
a holistic approach to solving complex problems. Develop and mobilize
innovative strategies for building customer relationships.