Pinagina Business Solution

Posts Tagged ‘Ethnocentrism’

This article is continued from Improve the customer experience by overcoming ethnocentric Customer Centricity article

An executive once told me that he would be happy if his company had only manufacturing and sales functions – only the minimum necessary to manufacture and sell solutions to customers. It was really commenting on the excessive concentration of waste to the inside and that tends to occur in business. Indeed, customers expect additional services around the solutions to buy: safety, quality, financing, improvement and innovation, and so on. And that is why companies exist – to manufacture and sell integrated solutions for customers. After all, is that customers who make our payroll dollars as possible! And really customer-centric companies keep that thought in the forefront, with pure main reasons to make it easier and more enjoyable for customers to get the solutions they need.

Customer Experience Management

Customer Experience Management (CEM) is an essential methodology to be a customer-centric company really. CEM provides an approach from outside to inside and pure motives to all groups within the company. It is the key to creating strong customer perception of competitive differentiation, customer advocacy as truly customer-centric spectrum covers the complete customer experience. CEM makes it easier and more enjoyable for customers to obtain and use solutions.

ethnocentric customer-centricity is easy to fall in! Enterpreneurs champions should be alert to prevent it. Outside-in reasons and prevention of waste and generate great results. The usefulness of any program to build customer relationships is exponential when we put aside ethnocentrism for true customer-centricity.

It is easy to be ethnocentric about the customer-centrism! Ethnocentrism is the tendency to regard the world primarily from the perspective of their own culture. How often we see the customer experience, loyalty, word-of-mouth marketing, and customer service from the perspective of our own company culture? I dare say that “too often!”

On behalf of the client’s defense, which tend to have a series of exciting programs, customer relationship-building in its place: Advisory Councils, user groups, referral programs, satisfaction surveys, experiential marketing, communication personalized service, and more. These are indeed valuable efforts – but its usefulness is exponential when we put aside ethnocentrism for true customer-centricity. The key is in examining our motives. Read the rest of this entry »