There's an old saying, you get more flies with honey. Yet many organizations still have a hard time with building healthy company cultures and building trust. This includes trust between the company and their customers, as well as between leaders and employees.In the age of transparency, where information is available in virtually a mouse-click, building trust is essential for long-term growth and success. It's not simply things like getting positive customer reviews, or employee feedback, but the need to create sustainable trust.
In organizations, people interpret and contest values all the time. At a nationally renowned university, one of the core values lauded is “responsibility”, which is defined as meaning, “to serve as a catalyst for positive change”. The interpretation of this definition varies widely from employee to employee. In our interviews, one employee associated the word “responsibility” with accountability and duty, rather than with being a catalyst for change. Another was unclear how the organization defines positive change.
Talk is cheap. I was recently at a regional marketing conference, where there was a bevy of speakers talking about methods for more effectively connecting, engaging and communicating with customers. While all of their presentations were informative, there was a singular, consistent theme throughout – it was all about us. “Us” as companies, “us” as marketers, “us” as employees with the challenge of satisfying the needs of our organization.
The first book to holistically examine the challenges of the skeptical, change-resistant mid-market manufacturer. In the most recent data, manufacturers contributed $2.17 trillion to the U.S. economy. For every $1.00 spent in manufacturing, another $1.40 is added to the economy. That is why the continual modernization and progression of the manufacturing industry is essential.
What is your customer mission? It's a question which this book examines in depth, looking at how today's companies can shift from an internal focus to a customer focus by transforming their core organizational behaviors, mission, and values. Blending psychology, real-world examples, and actionable guides, The Customer Mission dives into how organizations need to change perspectives to effectively compete in today's marketplace.
This segment of the program will introduce the process of designing and developing new product offerings centered on undiscovered customer needs and designing solutions with value-added differentiators. We will discuss and work through a strategic process, defining what jobs customers want to accomplish through in-depth mapping of each stage of the job process, and outlining structured approaches to messaging, positioning and creating and effective launch.