Most organizations in the country have some of the other customer initiative on. This, one would imagine is a wonderful thing and it perhaps is. Then why are most of our organizations still light years away from being truly customer-centric? Why do we, as customers continue to suffer away in silence?

The answer lies in the fact that these organizations start off with the wrong idea of what it takes.

A bulk of these organizations focus on things like the famed Customer Satisfaction study (C-SAT) or one of its myriad avatars like Customer Perception study, or something akin to that.

Undoubtedly these are good initiatives, but that is about it. Inherently they are what I like to call “turf protection initiatives”.

They are designed to protect your turf, your existing customers, your existing sources of revenue from migrating. They are an outcome of reactive thought.

Organizations in India, are just not thinking in terms of making Customer Centricity and Customer Experience a “strategic differentiator”, a leading-edge weapon in the armoury.

They are far too timid or distracted to think in that direction.

This needs to change.

Time to raise the bar, time to imagine, your customer strategy as a means of truly differentiating yourself from the competition.

For a change, define that “signature” experience that you can uniquely call as yours and let the competition play catch up.

Promise you, there are rich dividends there.