Customer-Centric Strategy Formulation

I was a VP at Amazon from 2004 to 2014. In that time, every major new product innovation was built using the same exact process. 11 years later, they are still using that process for everything they build. Here’s how it works. The process is called Working Backwards. It flips the traditional invention approach by not starting with a company’s internal capabilities or current products. It starts instead with a clear definition of a customer problem. The goal is to write a press release describing a significant customer problem or need, how current solutions don’t solve the problem, and the new product user experience for a solution to the problem. This approach is “Backwards” because it starts with a press release (the last step in building a new product ). Most companies start building products by evaluating their existing technology or capabilities, or by looking at new trends, and then trying to build something customers will want. Amazon takes the opposite approach. Working Backwards starts with a deep understanding and concise definition of a customer problem before moving to potential solutions. After writing the Press Release, you add a list of frequently asked questions, or FAQs. The FAQs include the likely questions from customers and the press, as well as the typical questions the internal leaders ask about any new product idea, like "How big is the market?" and "How will we solve the technical challenges?" This document forces teams to clarify not only the customer problem they are solving, but also the ideal outcome from the customer’s perspective. This is all done before a single line of code is written or a prototype is built. To do this, teams frame the problem statement, the customer behaviors, and existing alternative solutions. Then, they describe the ideal customer experience, outlining how the product would solve the problem meaningfully. Finally, they anticipate key challenges (legal, technical, competitive, or operational) and document how they will address them. The key here is this: If the problem statement is weak, unclear, or does not represent a significant customer need (with a large TAM), then moving forward with development is a waste of time and money. While working backwards, teams iterate on the problem definition until it is strong and clear, or they move on to a different idea. Amazon has used this process to build many multi-billion dollar businesses, and it remains a core part of their innovation strategy. By working backwards, Amazon ensures that the products they build have a clear reason to exist before any resources are spent. Follow for more insights about building inside Amazon.

When a Quality Manager join a new company, how he must start his working in professionally and effectively for improvement , step by step.. *Phase 1: Familiarization and Foundation Building 1. Review Company Policies and Procedures 2. Meet with Key Personnel's of all departments 3. Conduct a thorough tour of the facility to understand operations, identify potential quality risks, and get a sense of the company culture. 4. Examine quality records, including audit reports, customer complaints, and corrective actions to understand the company's quality performance. *Phase 2: Assessment and Gap Analysis 1. Evaluate quality processes, such as inspection, testing, and calibration to identify gaps and inefficiencies. 2. Identify potential quality risks, including supply chain risks, equipment risks, and process risks. 3. Analyze quality data, including defect rates, customer satisfaction, and supplier performance to identify trends and areas for improvement. 4. Develop a comprehensive report outlining the gaps and inefficiencies in the quality management system. *Phase 3: Setting Key Performance Indicators (KPIs) and Targets 1. Establish quality objectives, including defect reduction, customer satisfaction improvement, and supplier performance enhancement. 2. Develop KPIs to measure quality performance, including defect rates, customer satisfaction, and supplier performance. 3. Set targets and benchmarks for each KPI based on industry standards, customer requirements, and company goals. 4. Communicate KPIs and targets to relevant stakeholders, including department heads, supervisors, and quality team members. *Phase 4: Quality improvements plan 1. Prioritize areas for improvement based on the gap analysis report and quality data analysis. 2. Develop corrective actions to address gaps and inefficiencies in the quality management system. 3. Establish timelines and responsibilities for implementing corrective actions. 4. Develop a comprehensive quality improvement plan outlining the corrective actions, timelines, and responsibilities. *Phase 5: Implementation and Monitoring 1. Implement corrective actions outlined in the quality improvement plan. 2. Regularly monitor progress against KPIs and targets. 3. Continuously evaluate and improve the quality management system to ensure it remains effective and efficient. 4. Communicate results to relevant stakeholders, including department heads, supervisors, and quality team members. Countermeasures for inefficiencies- 1. Streamline processes to reduce waste and increase efficiency. 2. Implement lean principles to minimize waste and maximize value. 3. Provide training and development opportunities to enhance employee skills and knowledge. 4. Foster open communication across departments and levels to ensure quality issues are identified and addressed promptly. 5. Conduct regular audits to ensure compliance with quality standards and identify areas for improvement.

At this stage, I believe most businesses are using metrics of some sort. So the biggest problems with metrics today is not that they are not used, it's that the wrong ones are used. Or there are just too many. Companies are often unaware they are using the wrong metrics. This usually happens when they are either copying what others are doing because it sounds like something they "should" be doing, or they lack clarity about what's really important to their growth. The other problem I mentioned was the use of too many metrics. It's really not necessary to measure everything! Collecting and analyzing huge amounts of data can create decision paralysis and make it difficult to focus on what really matters. Instead of helping, it can slow down decision-making. There IS a simple solution. It starts with focusing on identifying areas that matter most to your growth. 1️⃣ Begin by defining your top business goals. Ask, "What do we want to achieve?" Whether it’s increasing customer retention or improving operational efficiency, your metrics should directly support these goals. 2️⃣ Avoid overload by choosing only 3–5 core metrics that are critical to your goals. For example, track Net Promoter Score for customer satisfaction, or Cycle Time for operational efficiency. 3️⃣ Implement tools to automate the tracking of these metrics, so you can easily monitor progress without manually crunching numbers. This saves time and ensures real-time data. 4️⃣ Set up a routine to review the data—weekly or monthly. Look for trends and areas of improvement, and adjust your actions based on the insights gained. 5️⃣ Make sure your team understands the importance of these metrics and how they can contribute to improving them. This helps ensure accountability and alignment across the organization. Do you have any tips for effective metric management? What works in your organization? Leave your comments below 🙏 #measurewhatmatters #metrics #leadership #datamanagement #continuousimprovement

Brand vs Product? It’s not a battle. It’s a timeline. But if your B2B strategy still starts with your product roadmap, you’re not building a business for tomorrow. You’re replaying a playbook from the last century: “build, push, and market” In the 20th century, companies invented first and educated later. The product led, marketing followed, and customers adapted.That worked when choices were few and attention was cheap. But not anymore. Today, a great product gets you in the room. A great brand gets you chosen. The moment you have a product idea is the moment to start building the brand. Because if you're waiting until launch to define your brand, you're already behind. The Invent → educate → scale model is no longer working today. That's because most markets are saturated and most products are fine. Good enough, comparable...indistinguishable even. Feature parity is the norm. Competitors copy fast. And buyers? They’re over it. Today Brand is the Strategy. Smart companies no longer ask: “How can we sell what we built?” They ask:" What do our customers need, and why do we matter more?” And it works. Consider: - 90% of B2B buyers choose known brands. - Strong brands grow faster and return 31% more value. - Emotion drives 70% of B2B buying decisions. - Sales cycles are 2x faster when brand trust is high. So why are so many still stuck in product-first thinking? Inside-Out vs. Outside-In: The Shift Let’s break it down: Product-First (Old Playbook): - Focuses on features - Approach: Build → Push - Brand is an afterthought - Customer adapts to the product  Brand-Customer First (Modern Playbook): - Focuses on trust and relevance - Approach: Listen → Co-create - Brand is a strategic asset - Customer shapes the product The product gets you on the field. The brand wins the game. Why This Shift Is Inevitable: - Buyers self-educate. 70% won’t speak to a rep until they’ve shortlisted. - Products are commodities. Trust is the new differentiator. - B2B has been consumerised. Your customer wants B2C-level experiences. - Buying is risky. Your brand = safety and long-term value. Let’s Talk ROI so even Phil the CFO buys it: A strong brand: ✅ Lowers acquisition costs ✅ Increases pricing power ✅ Builds loyalty ✅ Creates advocacy (and a few more, see slide 19) Yet many B2B firms still: ❌ Treat brand like a cost ❌ Skip customer research ❌ Prioritise features over experience ❌ Organise around products, not people And then wonder why growth stalls. If you want to lead the next decade: - Brand as your North Star – Be distinct and remembered - Customer at the centre – Build with, not just for - Experience over everything – Make it intuitive and valuable - Product as execution – Let it deliver your brand promise - Marketing that earns attention – Educate, inspire, resonate In today’s market, being good isn’t good enough. If you're not building a brand, you’re just selling a product. And someone else is selling it cheaper.

CSAT measurement must be more than just a score. Many companies prioritize their Net Promoter Score (NPS) as a measure of Customer Satisfaction (CSAT). But do these methods truly give us a complete understanding? In reality, surveys are not always accurate. Bias can influence the results, ratings may be misinterpreted, and there's a chance that we didn't even ask the right questions. While a basic survey can indicate problems, the true value lies in comprehending the reasons behind those scores and identifying effective solutions to improve them. Here’s a better way to look at CSAT: 1. Start with Actions, Not Just Scores: Observable behaviors like repeat purchases, referrals, and product usage often tell a more accurate story than a survey score alone. 2. Analyze Digital Signals & Employee Feedback: Look for objective measures that consumers are happy with what you offer (website micro-conversions like page depth, time on site, product views and cart adds). And don’t forget your team! Happy employees = Happy customers. 3. Understand the Voice of the Customer (VoC): Utilize AI tools to examine customer feedback, interactions with customer support, and comments on social media platforms in order to stay updated on the current attitudes towards your brand. 4. Make It a Closed Loop: Gathering feedback is only the beginning. Use it to drive change. Your customers need to know you’re listening — and *acting*. Think of your CSAT score as a signal that something happened in your customer relationships. But to truly improve your business, you must pinpoint the reasons behind those scores and use that information to guide improvements. Don’t settle for simply knowing that something happened, find an answer for why it happened. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

So, how much did being genuinely nice to our customers earn us this quarter? Now imagine asking this question to your CFO. Today we are well aware and sometimes even obsessed with metrics: NPS, CSAT, churn rates…all perfectly calculated. But translating the warmth of customer happiness into cold, hard financial results? Well, that's not so simple. After all, it is not easy to connect a ‘smiling support rep’ to ‘higher EBIT’. However, the truth bomb here - Top CX performers consistently outperform their competitors. But the magic they create is not just in making customers smile. It is about connecting every delighted customer with revenue, retention, and even willingness to pay a little extra. The question for us to answer is - Are we connecting dots, or just coloring the margins? As business leaders, are we digging deep enough? What would happen if CX was tagged to every financial review, not just a customary part of the annual presentation? You could be walking into your next review, armed with not just satisfaction scores, but a clear graph of what those scores added to the bottom line. If you think ROI from customer experience is not just fairy dust, then here are 4 metrics to add gravitas to your next board meeting: ☘️ C - Customer Retention Track repeat purchase rate/ renewal rate. Know how many customers come back. Even a 5% increase in retention can boost profits considerably. ☘️ T - Ticket Size Happier customers spend more. We all do that. Measure if your CX improvements lead to higher average order value. ☘️ S - Share of Voice Delighted customers talk. Track organic referrals, online reviews and social media mentions. Don't forget - word of mouth reduces marketing costs. ☘️ S - Service Cost Zero-effort experiences reduce complaints and rework. When customers don't need to call back, your cost to serve drops. Measure cost per support ticket and first contact resolution rate. These may not happen in a day, but start somewhere. One step of transition a day leads to transformation over a quarter or a year. Let’s get past the vanity metrics and start making CX pay its own bills. About time no? #cx #customerexperience #serviceexcellence

Brands used to broadcast. Now they respond. ✅ Think of a B2B SaaS platform where every interaction flexes to the person in front of it. A procurement officer logs in and the dashboard emphasizes compliance, audit trails, and control. A developer logs in and the experience surfaces APIs, sandbox access, and speed. A CFO sees ROI models, forecasts, and financial clarity. Same product. Same brand. Different resonance. This is the rise of responsive brand experience. Not a gimmick, but a strategy: making every layer of identity—UI, UX, content, and even tone of voice—adaptive, intelligent, contextual.❤️ The contrast is striking. Legacy enterprises still design for the average user. They ship one interface, one story, one pathway. Digital-first players design for each user, building systems that adjust like living organisms—changing not only logos, but dashboards, help content, and even microcopy to meet the user where they are. There’s philosophy behind it. Customers don’t just want “software that works.” They want “software that gets them.” Adaptive design—whether in visual identity, navigation, or communication—signals empathy. It says: we see you, we know what matters to you, and we’ll clear the clutter so you can move faster. But the danger is real. Adapt too much and you lose coherence. A CFO may welcome tailored insights but won’t trust a brand whose tone, design, or values feel inconsistent. Responsiveness must orbit around a strong, immutable core: trust, reliability, transparency. What shifts is the expression; what stays firm is the essence. So, the real question for technology brands is not can you adapt? It’s why and how much?💯 The opportunity is profound. Responsiveness is not decoration. Not novelty. It’s a signal of intelligence. The same principle behind great products—turning complexity into clarity—should govern the brand experience itself. When UI, UX, and content stop shouting and start listening, the brand doesn’t just “look” intelligent. It feels intelligent. That’s when technology stops being a tool and starts being a partner. #futureofmarketing #thoughtleadership #thethoughtleaderway

How do you outmanoeuvre the competition? Not by being “better” than them. But by being different them - and highly valuable to your audience. Hello from sunny Limassol, Cyprus 🇨🇾! I’m here consulting for a leadership team from a business operating in a crowded market. The challenge? How can we stand out - for the right reasons and to the right people? The answer: a bold brand strategy. One that is not simply about colours fonts and logos. But one which influences all Parts of the business to innovate and recalibrate to create unique value. I’ve been working with the leadership team of a B2B professional services company tackling the challenge of standing out in a highly saturated market. Scaling in such environments is never easy—but after two intense strategy days, the energy and clarity in the room have been incredible. On Day 2, we strategically repositioned the brand around a new, sharper direction. This included: • Prototyping ideas for an improved customer journey • Reimagining how they create and deliver value • Exploring a new pricing structure and onboarding process The breakthrough moment came when we clarified not only what they would start doing, but also what they would stop doing to focus on becoming the only choice for a specific audience. By the end of the session, we had: • Conceptual alignment on a focused new approach • A clear strategy to differentiate the brand in their market • A high-level action plan for the end of 2024 and the first half of 2025 The leadership team left energized and excited, with a renewed sense of purpose and direction. For my part, the next step is to further clarify the strategy, engage their wider team, and ensure momentum stays strong. For CEOs and business leaders, the lesson here is simple: when your market is crowded, clarity is your superpower. By focusing on a specific audience and carving out a distinct territory, you can turn complexity into alignment and alignment into action. How are you helping your team focus, differentiate, and move forward? #branding #Leadership #Strategy #BrandPositioning #ScalingUp #TeamAlignment #CustomerJourney #ValueCreation

Almost 10 years ago, I stepped away from my Head of Marketing role. Not because I didn’t love marketing, I did. A lot in fact. But because I wanted to solve the problem that I, and lots of my marketing peers were being tripped up by ↓ The disconnect between campaign and core. Companies often prioritise the performance customers see, but overlook the experience they feel. Brands craft powerful marketing messages promising simplicity, customer-centricity, or innovation, only for customers to experience the exact opposite once they interact with the business. 👎 A “customer-first” company with an impossible-to-reach support team. 👎 A “seamless” experience riddled with friction. 👎 A personalised campaign that leads to a generic, frustrating journey. And it's why I became a service designer; to bridge the gap between the customer experience and how teams show up, interact and deliver it every day. It’s not enough to talk about customer-centricity, because your customers are gonna see right through that. It has to be seen, actioned and felt in how teams work, make decisions, and design experiences - with your customers need at the core. Because this is the production behind your performance. At The Marketing Meetup last night, I shared my journey of building customer-centric cultures, and the three key steps that make it happen (OK, caveat here, this is a massively over-simplified version): ✅ Understand Customer insight isn’t just a marketing function. Every team should be plugged into real customer conversations. Dive into the data then push it further; spend time in their shoes, immerse yourselves in their worlds and bring those experiences into your daily team interactions. ✅ Embed Align your values and ways of working with your brand promises; map the experience gap by comparing brand messaging with real customer experiences. Train teams to think customer-first, ensuring CX is part of daily decision-making, and recognise and reward employees who bridge the gap, turning customer-centricity into action. ✅ Operate Customer-centricity must be a business-wide way of working, we're talking about moving from slogans to systems; Design cross-functional engagement strategies that span the 5Es: entice, enter, engage, exit and extend and develop customer journey ownership models - set up squads that are clear on who is responsible for each stage, and how teams work together to improve the end-to-end experience. Great brands don’t just tell great stories. They live them, from campaign to core. What companies do you think are doing this well? I would love to crowd-source a list of these examples, let me know in the comments below 👇 #CustomerCentricity #BrandExperience #ServiceDesign 

95% of listings on Amazon are doing it wrong. And if you do it right - you win. What they are doing: → Describing the product, not the problem it solves. → Listing features, but never explain why they matter. The result?  Customers scroll past, unsure why they need it. People buy solutions, not products. What you SHOULD be doing: → Understand their pain points What frustrates them? What’s missing? Speak to that. → Trigger an emotional response Will they save time? Feel more confident? Reduce stress? Make that clear. → Paint the transformation Show life before & after using your product. Make them see the difference. → Remove doubt Answer objections before they arise.  Reinforce trust with reviews, guarantees, and authority. The best product doesn’t always win.  ⤷ The one that connects with the customer does. Amazon rewards conversions. Get this right, and you don’t just sell; you scale. Here is a brand focused on product features; not benefits. Would you buy this product over the competition? #amazonuk #cvr