In customer-centric organizations, the entire enterprise is synchronized to deliver promised value.
Sustaining preference with your customers over time requires commitment:
- to remain engaged and aware of their vision, goals and strategies; and
- to consistently produce the strategic value you promised.
You can’t generate value for customers unless you thoroughly understand their business – what differentiates them, how they make money. Since every business changes over time, it is essential that customer relationships be sustained on a strategic level as well as a tactical level. Preserving your strategic relationship with a customer is the responsibility of your business development or sales personnel.
To think strategically, Sales folks must learn how your business makes money and what defines your unique value or promise. This enables them to behave more like business professionals than vendors with your customers. They stay connected with customers, sharing knowledge and visiting on a regular frequency. E-communication alone is not conducive to building enduring customer relationships.
Delivering your promised value to customers is the responsibility of your operating personnel. Their relationship with your customers is more tactical – they’re producing the goods or services, delivering your unique promise. Their highest goal is the same as Sales – business growth – not some internal departmental goal. Operations must be included in the development of your customer-partnering strategy, since they must deliver what is promised. Without this alignment, your strategy will fail.
Ensuring that this Sales-Operations synchronization occurs is the responsibility of senior leadership. You and your leadership team guide the development of mutual, cross-functional goals and behaviors within your company to drive your customer-centric culture.
The objectives of customer-partnering are to differentiate your business, earn customer preference and accelerate your profitable growth. Accomplishing this in today’s commodity-driven business environment requires your entire enterprise to grasp your distinctiveness and act cohesively to deliver it so that strategic value is produced for each customer.
How are you ensuring synchronization between your Sales & Operations teams?
How often are you connecting with your key customers to verify your performance?
