Summary: Customer Culture E-Book

BusinessNews Publishing

• Herausgeber: Business Book Summaries
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 34

Veröffentlichungsjahr: 2013

Beschreibung

The must-read summary of Michael Basch's book: "Customer Culture: How FedEx and Other Great Companies Put the Customer First Every Day".

This summary of the ideas from Michael Basch's book "Customer Culture" shows how building a business that focuses exclusively on what the customer wants requires the right systems to be put in place so that the company consistently acts to achieve that goal. In his book, the author explains that the behavior of employees is an extension of the company’s prevailing culture and beliefs, and this needs to be tackled first in order to serve customers well. By reading this summary, you will understand what makes up customer culture and the six elements needed to make sure you deliver an outstanding customer experience.

Added-value of this summary:
• Save time
• Understand key principles
• Improve the customer focus of your company

To learn more, read "Customer Culture" and find out what you need to start doing today to make your customers the main focus of your business.

Leseprobe

Book Presentation: Customer Culture by Michael Basch

Summary of Customer Culture (Michael Basch)

Book Presentation: Customer Culture by Michael Basch

Book Abstract

MAIN IDEA

Building a business organization which focuses exclusively on what the customer wants and needs doesn’t just happen by chance. Instead, the right systems need to be put in place so the people behave in ways consistent with that goal. And in any business, how people behave is an extension of the company’s prevailing culture and beliefs. So, to build a company that serves customers well, start by building the firm’s internal culture first.

Customer Culture means to build a culture that focuses on providing superior customer experiences. This requires six elements:

Vision – the compass – develop a clear picture of precisely what will constitute the desired customer experience.Values – the boundaries – the code of conduct or the way everyone in the organization will act towards customers.Goals – the deliverables – the specific time-critical results the organization aspires to achieve.Relevance – the determination level – the incentives and personal recognition people receive when they deliver on the goals.Action – the activities – which ideally will be the natural consequences of achieving the goals.Feedback – the scorecard – which lets the people know where they stand in relation to the goals.

Therefore, concentrate on getting the system right and everything else will follow as a cause-and-effect. Put in place the right culture and your people won’t be able to do anything else except deliver outstanding customer experiences. And if you’re currently failing to deliver great customer experiences, don’t look at your people, look at your system for growing the appropriate culture.

“Ordinary people working with extraordinary systems deliver extraordinary results. To put it another way, systems, not people, drive 95% of what goes on in an organization. If you want to change your results, you change your cultural systems.”

– Michael Basch

About the Author

MICHAEL BASCH is currently chief information officer at Enalasys Corporation, a company which develops advanced diagnostic technologies. He was previously a founding member of FedEx’s management team where he worked 10 years as senior vice president. While with FedEx, Michael Basch developed and pioneered bar codes for tracking packages, built and managed FedEx’s SuperHub in Memphis and founded the FedEx Business Logistics Division. Mr. Basch has also worked at UPS and Service Impact (a business leadership firm).

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of Customer Culture (Michael Basch)

1. The Theory: How to Grow a Customer Focused Culture

To establish a CustomerCulture – a customer-centered organization – build the right company culture first and then let systems emerge where the behaviors needed are clear and recognized. The key elements of a customer-centered culture are:

Note the goals/relevance/action/feedback cycle is an evolutionary process. The organization goes through this cycle again and again looking for better ways to serve the customer over time in a never-ending quest. This is the essence of CustomerCulture.

Vision

Every organization aspires to evolve over time – to deliver progressively greater value to its customers. If an organization fails to continue adding value, it must compete on the basis of efficiency alone. A more profitable approach is to move steadily up the human value curve.

All customers have four basic needs which differ in value:

Physical Needs – doing whatever your products and services are designed to do for customers.Informational Needs – knowing what’s happening with your order and when delivery is expected.Emotional Needs – providing peace-of-mind and treating customers with respect.Spiritual Needs – where people view themselves as being part of something greater than themselves.