By Chris J. Snook, author of the recently published book, “Digital Sense,” and Closing Keynote Speaker at the upcoming TMSA Logistics Marketing & Sales Conference in June. All attendees at the conference will receive a copy of the book as part of your conference registration. This article is an excerpt from the book.
Your reality today is that your customer doesn’t care about your internal battles, political hurdles, or legacy technologies’ lack of integration into your newer cloud-based ones. She doesn’t care about your struggle to retain top talent, or your troubles creating a culture unified around core values, while continuing to hit the quarterly earnings numbers. Nor does she care why, at different touch points along the customer journey, you can’t seem to deliver the same brand promise she bought into on the front end. She could give two craps about your issues and is – like all of us – no longer loyal to a brand as much as she is loyal to the need for a solution to the problem she has in that moment. She grades you only on how you deliver against it and how consistently you can meet her evolving needs over time.