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Guess Who's Coming To Dinner?
Ginger Conlon asked the question in Inside 1to1 this week: Is there a seat at your table for the customer? There better be. The customer is definitely coming to dinner. And so are your biggest shareholders. I think the balance between how a company plays the politesse between the two guests is one of the hottest issues in business today. No better example than GM. I would argue that the company's current dinner party with Kirk Kerkorian and Carlos Ghosn is a microcosm of the issues faced by almost every company. At every meal we have customers, shareholders, competitors and partners. I believe the party that is served first is the customer. But there's no reason to think that the shareholders, even if they're as contentious as Kerkorian, can't be served as well. Serve the customer well and the shareholder should be happy. However, in GM's case, the service has tilted too far in the direction of the Wall Street experience. If GM had taken care of its customers needs and values at the same level as Ghosn and his company Nissan, it would be calling its own shots right now. But that's not the case. Because the customer has not been served well, the other dinner guests are clamoring for service, and getting all the attention.
I agree with your comments, but only as they pertain to mature or commodity markets. If you are selling cars, you better invite the customer to your table. If you are selling TV's or Broadband Access, you better invite your customers to the table.
For those of us selling new solutions or services, the issue is more about "education". How does my customer want to be educated? Is it via the web, a sales rep, a storefront? Companies on the developmental front can't always listen to the client in regards to their perceived need. We must look at this new product or service, and educate the market on what is important.
Since I am highly involved in the selling of Web Portals as a communications tool, we get a lot of clients who are looking to use these Web Portals to educate thier clients and prospcts, as the target audience is interested in alternative ways to educate themselves.
Cheers!