Roy's Blog

May 17, 2010

How to build “customer learning” as a core competency

Customer Learning is an essential component of “customerization: the practice of creating packages of value for a select targeted group of customers as opposed to the more traditional marketing approach of promoting products to mass markets.

Customer Learning is beyond market research. It is a continuous process of learning about customers and uses employees as the primary instruments to do the learning work.

Customer Learning won’t get established in your organization by a wish and a prayer.

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It requires a clear strategy supported by continuous investment.

Here are some support activities designed to create the appropriate learning behavior in your organization:
- constant communication to employees on the strategic importance of continually learning about what customers desire.
- reinforcement that Customer Learning is a core competency of the organization that will determine it’s success or failure.
- incorporating the learning responsibility into the performance management program. Clarify the expectation that learning is an integral part of every employee’s job.
- recruiting individuals with the intrinsic ability to relate to people and develop credible relationships with them.
- developing specific learning objectives to be a critical component of the annual performance plan for every employee.
- constantly recognizing those who perform their learning responsibility in an exemplary manner. Customer Learning heroes need to be honored in front of the entire organization.
- regular employee learning events to share what people have learned about customers with others and to discuss how the learnings have been turned into marketing opportunities for the organization.

Cheers,
Roy
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  • Posted 5.17.10 at 01:00 pm by Roy Osing
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