To Be CUSTOMER OBSESSED - Burn the Ships
Describing that is pretty easy... Executing it appears to be incredibly hard. The concept of "Burn the Ships" is famous, understood, but regularly no longer embraced or accompanied. It's one of those super statements to get humans fired up. But in relation to simply making it happen, it comes up short. If you aren't acquainted with the term, permit me to provide you an clean definition. "Burn the Ships" manner you're all-in, 100% engaged, committing the whole lot to the hobby or adventure you're on... It virtually manner there may be no going again. It become coined a long time in the past to explain that once explorers were given to an island, they were not leaving. Without burning the ships, the group keeps thinking, "If things move awful we will run returned to our ships and sail lower back to wherein we came from in which it's miles recognised and secure." But if the captain burned the ships, there was no going back... They needed to parent out how to live on and settle on the island. It is a great analogy in commercial enterprise. Having labored with leaders in many one-of-a-kind businesses over the past 30 years has shown me how tremendous this may be for a company... And their employees realize whether they have burned the ships or in the event that they nevertheless have a manner to head back to the manner things had been. Without burning the ships you get phrases together with... The "taste of the month" - things are constantly changing... Something new occurs all the time "Shiny Objects" - there may be constantly some thing new and thrilling to capture your eye and pursue but do not worry, there is always a new bright item obtainable "Don't get wedded to the exchange" - in case you're married you are caught so don't get married to the new modifications when you consider that we want to move back to the vintage way of doing things "The present day brainstorm" - while management has a new idea and desires to put into effect it but the employees understand they are able to delay it until the next brainstorm These are the sorts of things that kill innovation, momentum, and change internal an employer. Do any of these sound acquainted in your enterprise? If so, is probably time to think about "burning the ships" and communicating to your personnel, "We are not going returned to the old way of doing things so allow's all paintings together to make this be an outstanding a hit." This phrase has never been more essential in my international than in assisting CEOs and Business Owners take into account that being CUSTOMER OBSESSED and transferring their organisation from GREAT TO REMARKABLE is a "burn the ships strategy". It is not just "something we are going to try to see the way it is going." It calls for the leadership group and personnel to be ALL IN or it will fail. I recognize that sounds harsh, but it'll. Customer Obsession isn't some thing you could do half of-way or maybe most of the way... It has to be all the manner to make it a success... That's why most might not change.
CUSTOMER OBSESSION IS WHO YOU ARE, NOT WHAT YOU DO. It will become part of the DNA of your organisation... It is who you're. It gives you reason and solutions the WHY query of "Why are we in business?" We are in commercial enterprise to obsess over our clients and deal with them better than everybody else so that they experience great and extra critical than they did before they met us." This is being Customer Obsessed. You can't get there whilst anyone seems like there's a "ship" to run again to... The old way of doing things. If the personnel feel like that is an "initiative" or a "mission" or some thing that has a "begin and a end," it will fail. You would possibly get higher as a organization by way of focusing extra in your consumer, but you might not emerge as REMARKABLE or MEMORABLE. And you may not get the large WORD-OF-MOUTH that comes when you are memorable and exquisite. Treating Customer Obsession as some thing less that "all-in" can even arise brief on consequences. You might not see the huge benefits in your enterprise. They won't communicate approximately you, they might not share what you do, and they may not set you aside from all of your opposition. You might be one of the first-class however you might not stand on my own and "head and shoulders" above anybody else. I could additionally argue it in all likelihood may not be really worth it in case you do not pass all in due to the fact you may nonetheless incur full-size prices (time, resources, and capital) however you won't get the commensurate rewards (lower marketing expenses, better margins, greater purchaser retention/loyalty, and advocacy). And I always believe in case you are going to spend the sources, you must enjoy the rewards. CUSTOMER OBSESSION is notable... It's miles a way of existence both your consumer and your personnel will love... Due to the fact there is a novel consciousness... THE CUSTOMER. It's absolutely smooth in many methods because absolutely everyone is doing some thing that answers the question, "Is this going to make our clients existence better than it changed into earlier than they interacted with us?" If the solution isn't any, then you definitely aren't "all in" on client obsession. This makes matters genuinely easy... Everything a organisation does is to help answer YES to that query... The whole lot. And the fine element is your CUSTOMER KNOWS IT. They see it, sense it, and find it irresistible! It's what separates the first rate agencies from the first-rate ones. It's what receives pointed out and shared. Some corporations do this RANDOMLY... Not each day with every interaction. We termed this "RANDOM ACTS OF EXCELLENCE AND CHAOS" in our BOOK, "Creating and Delivering Totally Awesome Customer Experiences." This manner that a few days you deliver awesomeness and some days things are a multitude. The client receives harassed approximately who you're and what's the norm. And when customers get pressured, they disorder and go away. Randomness may appear better than average... But it is now not. It reasons the patron to now not realize what they're going to get... This creates worry... Now not a great element for clients to be feeling.