Stake of the Customer (SoC) indicates the extent to which the customer’s needs, context, jobs, desired outcomes, priorities and interests are taken into account, and the weight given to them, in the design of an organisation’s business model and operating model. SoC does not ask whether an organisation puts ‘the customer’ first. It examines which…
Have you ever wondered about the differences regarding customer centricity, CX operations, and journey management between a B2C and a B2B marketplace? Now that my team and I have successfully facilitated another two CJM courses with leaders working in both B2B and B2C environments, I see more clearly the distinctions. In this publication, I would…
A few months ago, while completing the content for one of the Customer Journey Management courses we are organising, I searched for a chronological path on how Marketing developed from the dominant marketing paradigm, namely transactional, to customer- and human-centric and beyond, including society and the planet. When I was still at the university, I…
For years, organisations have invested in becoming more customer-centric. They established customer offices, built CX teams, and gave design a mandate to be human-centred, with real investment in research, user needs, and understanding. They hired insight teams, built design capabilities, and deployed powerful new technology. From leadership commitment to KPIs reflecting customer outcomes, we have…