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The Customer-Centric Performance

Ed Fowkes • 19 June 2023



Conducting Business with Adaptability, to the Sweet Sound of Raving Fans 


In the grand concert hall of business, adaptability and customer satisfaction are the melody and harmony that together compose the symphony of enduring success. Much like a conductor deftly guiding an orchestra through a piece, a business leader who can harmoniously blend adaptability with an unwavering focus on customer satisfaction conducts their business towards achieving raving fans. A term, might I add, that goes beyond mere satisfied customers, embodying instead those who are so thrilled with your service that they become your most persuasive marketers. The concert, of course, is far from simple, and seeking assistance from peers is a sensible option, but let's see how one might master the score.




The Adaptability Score


The key to conducting a successful business symphony begins with adaptability, the ability to change tempo when necessary and strike a different chord when the piece calls for it. This ability to anticipate and respond quickly to shifting customer needs and market trends enables businesses to stay in tune with their customers' evolving preferences. 


To accentuate the point, let's look at a study by Rawson, Duncan, and Jones published in the Harvard Business Review in 2013, which illustrates the importance of the entire customer journey in shaping customer experience. By being adaptable, businesses can anticipate and meet these changing needs, creating a harmony that resonates with customer expectations.


Groups like the Tables organised by 
TableNetwork, empower business owners to support each other at regular closed meetings, assisting immensely with clarity, and importantly creativity - so needed to remain adaptable and make pivots to change with customer desires.


An adaptable business is also the kind that attracts and retains the best talent. A dynamic and engaging work environment that allows for growth and learning is like an orchestra that retains its best musicians, ensuring a consistent, high-quality performance. Indeed,
  O.C.Tanner’s article  about employee satisfaction's impact on business success underscores the importance of fostering such an environment.


And the score doesn't stop there. Adaptability reverberates through every facet of business, from enhancing customer loyalty to increasing brand awareness and efficient resource allocation. The long-term success that it brings is akin to the enduring legacy of classical masterpieces, transcending time and ever resonating with audiences.




The High Margin Tempo


A high margin tempo in business allows you to indulge your customers, providing them with benefits, gifts, and experiences that exceed their expectations, much like an improvised solo that delights the audience. This is akin to the surprising complexity found in the music of icons like Duke Ellington, Frank Zappa, or Jacob Collier. Their tunes have catchy elements, yes, but are also layered with intricate harmonies, rhythms and delightful flourishes that keep audiences engaged and wanting more. 


To quote Shiv Singh, a renowned business leader and author,
"The purpose of a business is to create a customer who creates customers." and the link provides some interesting stats that we will explore here. By investing in high margin strategies, businesses can delight customers in ways that turn them into promoters and loyal fans. The surprise elements, the unexpected gifts and benefits, are the catchy hooks and memorable melodies that leave customers wanting to listen again and again.


And let's not forget Doug Warner's sage words in the tech industry,
"In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away." With high margin strategies, businesses can not only stay ahead of the curve but leapfrog competition, providing unique value propositions that customers can't resist.




The Score of Customer-Centricity


As our symphony continues, we're introduced to the rhythm that's the heartbeat of our composition: customer-centricity. You see, when businesses put the customer at the centre of all decisions, they create a melody that is innately aligned with the audience's desires. 


Customer-centric organizations orchestrate an environment that is designed to exceed customer expectations. Every interaction is a note that contributes to the overall performance, each aimed at playing the right tune that will leave the listener — the customer — delighted and wanting more. As Steve Jobs aptly stated,
"You've got to start with the customer experience and work back toward the technology - not the other way around." 


This customer-focused approach amplifies loyalty among customers. It not only meets their changing needs swiftly but also fosters a strong sense of connection, a melodic relationship if you will, between the business and its customers. "To earn the respect (and eventually love) of your customers, you first have to respect those customers. That is why
Golden Rule behaviour is embraced by most of the winning companies," the wise words of Colleen Barrett, the President Emerita of Southwest Airlines.




Tuning In with Net Promoter Score 


As we continue our concert performance, we approach the crucial part: fine-tuning our performance with the feedback of our audience. In a business context, this is encapsulated by the Net Promoter Score or NPS. As business strategist Fred Reichheld puts it, "The path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department." 


The NPS is a measure of customer satisfaction and loyalty, acting as a compass to guide businesses towards superior customer experience. A high NPS indicates that your company is performing a symphony that resonates with your customers, keeping them engaged, loyal, and most importantly, eager to spread the word about your performance. Obtaining a high NPS is not easy, and the calculation is not in your company’s favour. Dan Hill does a great explanation of how it’s calculated in a recent Blueprint Podcast. 

In essence, by striking the right chord with your customer base and receiving positive feedback, you're positioning your business to achieve sustained success. After all, according to American author Rick Tate, "Feedback is the breakfast of champions."




The Ovation of Raving Fans 


Our symphony is nearing its final act, where we look at the result of our grand performance: raving fans. They are more than satisfied customers; they are advocates, promoters, and your most potent marketing tool. When they share their experiences, it's like a catchy tune that spreads and sticks - compelling, convincing, and remarkably believable. 


As business guru Ken Blanchard says, "Just having satisfied customers isn't good enough anymore. If you really want a booming business, you have to create raving fans." These fans, with their authentic experiences and stories, provide the proof and credibility that fortify your business's reputation and success.




The Encore of Business Success 


The curtain falls and the applause rises. From the fluid adaptability and the surprising high margin tempo to the rhythm of customer-centricity and the critical feedback from Net Promoter Score, all these elements contribute to creating raving fans - the ultimate mark of a success that is likely to have longevity. 


As with a symphony, each business must adapt and compose its unique score, keeping in tune with the evolving market and customer expectations. The result?
A symphony that not only resonates but also endures, creating a lasting impact that goes beyond fleeting applause, securing a standing ovation and an eager anticipation for an encore. 


"Do what you do so well that they will want to see it again and bring their friends." - Walt Disney. 


This encapsulates the essence of our grand symphony. By orchestrating a strategy centred around adaptability and customer satisfaction, businesses can captivate their audience, leaving them not only satisfied but transformed into raving fans. These are the spectators that go beyond a standing ovation, they market your concert, convincing others to experience the performance for themselves. 


The curtain closes, but the echo of the melody lingers, a testament to a
performance well played. The melody of business success continues, playing a tune that echoes with the rhythm of adaptability and the harmony of customer satisfaction, a symphony that reverberates with the applause of raving fans. And isn't that what we're all striving for? 


As the conductor of your business orchestra, it's your vision, your adaptability, and your dedication to your audience that will determine the success of your symphony. So, go forth, make music, and create your chorus of raving fans, and
share with your peers to inspire them. 


The stage is yours.


Ed Fowkes

June 2023

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