Human Customer satisfaction in data’s era

Peter Drucker said in 1954 that the ultimate goal of any business is customer satisfaction and that without having this fact as a premise and mission, business makes no sense.

People relate to those companies that care about our good, those companies that, like good parents, fulfill three main functions:

  • Help us take that step that we know we need to take but for which we seek excuses of all kinds, of conscious and unconscious type
  • Empower and make us happy by facilitating that we can express our creativity and individuality
  • Help us to think in big and offer us experiences that meet the generated expectations

It is important that we become aware that placing the client at the center of the company is a matter of fact and not of mere words or statutes. 

That is what Southwest airlines and Cirque du Soleil do with a brand promise that they have put into practice with an aligned, notorious and motivated user experience: “I will treat you well and you will have fun “

Achieving the above is only possible if you know how, and you really want, to establish a deep and global understanding of the people for whom you are creating a necessary product, service, experience or transformation in their lives.

Companies that succeed today are the ones that employ coaches, psychologists, sociologists, anthropologists and datascience people. And who have customer satisfaction as true mission as Drucker already told us in 1954.

Today, given the great competition imposed by globality, technology and the informed world in which we live, the forms and urgency in the way of satisfying the client have changed; but the ultimate reason, – excellent, human and universal that Drucker advocated – has not changed.

People who make their personal or professional life a surrender to others, understand that if you carry an object in your pocket, or have it in your hands for hours every day, then your relationship with him will be deep, human and emotional.

This is how everyone who participates in satisfying the client (shareholders, CEO and employees) must connect with clients. 

When you behave that this and with some analytics help, then you can get insights that can turn on business profit and people welfare at the same time.

Nicorette, Pfizer’s leading smoking cessation product was not getting the expected results. To cop with that, the company decided to put a group of employees to follow young smokers closely to understand their behaviour beyond the known fact that they were chemically addicted to nicotine.

So, they started to watching their daily lives, following them to their homes and offices, trying to understand how their smoking habits were fitingt in with their desire to stop smoking.

It was then that they encountered something unexpected: Smokers who wanted to quit smoking did not think of their habit as a medical problem. They didn’t want pills to cure anything. They saw their habit as an election over which they had lost control and simply wanted to gain control over that habit. Therefore, Pfizer replaced doctors with their lab coats with a broader program that could cover the life choices of their clients. That is how they started a coaching system via Smartphone.

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