Experiences are the fundamental basis for how we compete and win. Whether in B2C or B2C, today differentiated experiences drive growth. Forrester Research recently used the results of a survey of 1,024 global executives to create the Customer Obsession Assessment (COA), a 21-statement self-evaluation tool that helps firms benchmark their customer-first habits against other global companies. In a new report, the COA was applied to 45 organizations based in Australia and New Zealand to compare their customer obsession maturity to firms in the rest of the world.

The report highlights the real and hard work involved in changing organizations and their cultures.

Here’s how the report classified the respondents:

  • 31% (14 total): Customer Naïve, the least mature
  • 27% (12 total): Customer Aware
  • 38% (17 total): Customer Committed
  • 4% (2): Customer Obsessed, the mature category

The majority are a long way from being ready to engage effectively and consistently with today’s diverse, changing and in-charge customers.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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