Think WITH Your Customers

Unfortunately, customer engagement is still largely defined around talking at customers. And, though methods are evolving, the messages still seemed to be guided by a flawed assumption that you can control customers’ choices, IF you just find the right button to push. I believe that companies could significantly improve sales, brand, and customer loyalty if they would stop thinking ABOUT their customers and start thinking WITH them. Dialogue requires shared responsibility – to identify opportunities and problems, to identify common interests, to define options and decision criteria jointly, and to share responsibility for execution. However, I believe that many companies are afraid of real dialogue, because it might surface issues […]