While maximizing your return on customer (ROC) sounds like a purely financial goal, the fact is it requires a customer-oriented perspective. For the approach to be successful, everyone in the company — not just sales and marketing — must understand and embrace the ROC mindset: Treat customers fairly and openly — the way you would want to be treated.
For many companies, implementing ROC will require a sweeping cultural transformation. You'll have to rethink how staff interact with customers, how services are positioned externally and internally, and how employees are trained and compensated.
Creating a customer-oriented culture starts with the CEO, who needs to:
When your employees' primary objective is to see things through a customer's eyes, they are likely to do the right thing, adding value to your business.
Martha Rogers, Ph.D., is a founding partner of the Peppers and Rogers Group, a management consulting firm based in Norwalk, Conn.