Why is the Customer Taken for Granted?

I notice more and more that the Customer is taken for granted or allotted a by the way mention in new business strategies. Forbes and many others have written about this and bemoaned the fact, and warned companies not to ignore the customer.

Just as an illustration, read Paul Mandeville’s brilliant article on Davids vs. Goliath: Five Ways Retail Marketers Can Stay Relevant in the Age of Amazon where Paul suggests that you need to Clean up customer data, Identify missed opportunities, Take chances, Embrace Beacons, Look for Smart Partnerships.

Great ideas! But where is the real focus on the Customer, about doing the little extras for him, understand what he considers value and for creating value for him. That’s where you should and could beat Amazon, not just by being a process follower. Why doesn’t the customer figure in any new strategy?

Do we think the focus on the Customer cannot give us great returns and dividends? Why is the Customer taken for granted? Is our answer, well, all this is for the Customer.  And I ask, are you sure all this is not for the company?

What’s your take?

What can you do?

  1. Measure Customer Value Added, the Value of what you add to a Customer divided by the value your competition adds
  2. Use this to build a Customer strategy
  3. Put the Customer in Centre
  4. Make the attitudes of your employees customer centric. To do this you should set up Customer Centric circles
  5. Make the Customer’s convenience more important than the company’s convenience
  6. Then you can do all the things necessary for your project.

Would love your comments and help. We are happy to help others in education and executive education on courses in Value Creation.


Gautam Mahajan,
President, Customer Value Foundation and Inter-Link India

Founder editor, Journal of Creating Value jcv.sagepub.com
K-185 Sarai Jullena, New Delhi 110025
+91 98100 60368, 011-26831226

Twitter @ValueCreationJ

Customer Value Foundation (CVF) helps companies to Create Value and profit by Creating Value for the Customers, employee and for each person working with the companies.

Total Customer Value Management (Total CVM) transforms the entire company to focus on Creating Value for the Customer by aligning each person’s role in Creating Customer Value and getting shareholder wealth and Value.

Explore posts in the same categories: Business & Management

One Comment on “Why is the Customer Taken for Granted?”

  1. Jeremy Cox Says:

    I’d be intrigued to know how you can quantify customer value added, let alone comparisons with competitors.

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