All companies strive to keep their customers happy. Whether lowering prices (as Indigo Books & Music is doing in Canada), surprising customers with gifts (something that WestJet has mastered) or providing Zappos-like customer service, companies want to project a more customer-centric image.
That’s because customer-centricity pays off: IBM‰’s 2013 study, The Customer-activated Enterprise, shows that outperforming organizations are much more likely than underperforming ones to be collaborating with customers.
But when it comes to driving customer satisfaction, different approaches are required for different customers. With so much choice and information available to them, customers don’t want a one-size-fits-all approach.