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Jane Hiscock, President of Farland Group, shares her point of view on the differences between a customer-driven company and a sales-driven company. Today’s savvy, digitally enabled customers know when they are being treated as just a number versus being treated as the central focus of the business and will react in ways that can negatively affect your business. To become a true customer-driven company requires a deep-seated culture change.
The problem in today’s digital world is the customer doesn’t want to be treated as your sale, and it is only a moment before that annoyed customer shares their negative experience through digital channels and creates a challenge for your brand.