The Big Bang Comes When Business Needs and Customer Necessities Coincide

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For a business, there are many tasks that are relevant and many that are necessary from their point of view. There are tasks that a business performs or could perform that could be relevant or necessary to the Customer. Often Business needs and Customer needs do not coincide.

The first step is for us to understand what these needs could be, and then to plot them on the Task Matrix.

As definitions:

For Customers

Necessary work is essential for, vital to, indispensable to, important to, crucial to, needed by, compulsory required by or requisite for the Customer

Relevant work is pertinent to, applicable or germane to, or appropriate to the Customer. This is work that can be eliminated without deterioration of present service or product

What work is the Customer willing to pay for?

Every business enterprise has at least eight stakeholder groups, whose concerns must be considered when analyzing business processes: customers, suppliers and partners, managers, employees, creditors, investors, governments and community groups

Customer Value added of task: (Value to Customer after the task) MINUS

                                                            (Value to the Customer prior to the task)

 Who is the Customer? Are some classes of work for internal customers necessary? If such work is free now, would someone pay for these services or work?

It is the final bill paying Customer at the end of the entire value chain who determines if the work/task adds value

Similarly, for Businesses

Necessary work is essential for, vital to, indispensable to, important to, crucial to, needed by, compulsory required or requisite for the Business

Relevant work is pertinent to, applicable or germane to, or appropriate to the B. This is work that can be eliminated without deterioration of present service or product

 Let us list some of these tasks:

Relevant Necessary task table

Customer anxiety, keeping them waiting, ignoring them, Unnecessary contact, annoying customers, poor quality all are a wasted effort for the company and the Customer and should be cut out. These are relevant to the customer as they are exposed to these all the time.

In the example, if the company was to take Customer Value, Customer experience and effort, customer redressal seriously and move them into the top right hand quadrant, then customer needs and company needs would start to coincide.

This is shown in the chart below.

Mahajan Tast Matrix

The more companies can align their priorities with the those of the Customers and make the tasks that are relevant and necessary for Customers, that is make their business priorities the one’s important for the Customers the more successful they will be.

Republished with author's permission from original post.

Gautam Mahajan
Gautam Mahajan, President of Customer Value Foundation is the leading global leader in Customer Value Management. Mr Mahajan worked for a Fortune 50 company in the USA for 17 years and had hand-on experience in consulting, training of leaders, professionals, managers and CEOs from numerous MNCs and local conglomerates like Tata, Birla and Godrej groups. He is also the author of widely acclaimed books "Customer Value Investment: Formula for Sustained Business Success" and "Total Customer Value Management: Transforming Business Thinking." He is Founder Editor of the Journal of Creating Value (jcv.sagepub.com) and runs the global conference on Creating Value (https://goo.gl/4f56PX).

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