In a recently published article (MIT Sloan Management Review \u2013 How to Become a Sustainable Company)the authors point to a study that supports the view that \u2018high sustainability\u2019 companies significantly outperformed their counterparts over an 18 year period in terms of both stock market and accounting criteria, such as return on assets and return on equity. Also, stock market performance was higher and there was lower performance volatility. We can therefore conclude that sustainability makes good business sense.<\/p>\n
The term \u2018sustainable company\u2019 is spoken about and referred to fairly frequently these days. At the core of this trend is the fact that consumers and the general public are not satisfied with businesses that focus solely on short-term profit maximisation. People want businesses to be far more considerate of broad based human needs.<\/p>\n
In this context \u2018sustainability\u2019 refers to a business philosophy based on balancing financial, social and environmental considerations.<\/p>\n
I am a firm believer and supporter of \u2018sustainable enterprise\u2019 \u2013 I also have this expectation that if a business can balance financial, social and environmental issues then surely they should add \u2018customer experience\u2019 to the list? After all, why waste the energy and effort to address social and environmental considerations (which \u2018speak\u2019 to us and can therefore be used to create greater levels of loyalty and advocacy) if they don\u2019t design and deliver a differentiated customer experience.<\/p>\n
Sadly, I\u2019m a customer of a couple of \u2018sustainable\u2019 companies that deliver a customer experience that is mediocre at best and downright unacceptable at worst. This got me thinking from two perspectives \u2013 firstly, building organisational capability for sustainability is similar to building organisational capability to deliver differentiated experiences. Secondly, if an organisation is committed to \u2018sustainability\u2019 yet doesn\u2019t focus on customer experience, should we be more accepting of mediocrity in delivery of those customer experiences? I say NO! NO! NO! In fact, Customer Experience and Sustainability should go hand in hand \u2013 one without the other is indicative of opposing forces.<\/p>\n
Your thoughts?<\/p>\n","protected":false},"excerpt":{"rendered":"
In a recently published article (MIT Sloan Management Review \u2013 How to Become a Sustainable Company)the authors point to a study that supports the view that \u2018high sustainability\u2019 companies significantly outperformed their counterparts over an 18 year period in terms of both stock market and accounting criteria, such as return on assets and return on […]<\/p>\n","protected":false},"author":6469,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,84],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/100648"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/6469"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=100648"}],"version-history":[{"count":0,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/100648\/revisions"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=100648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=100648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=100648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}