Is the access to building meaningful relationships with customers merely a matter of improving the customer’s experience of your organisation by making it easy for the customer to do business with you?
The temptation to orient oneself this way and thus the pull of approaching the matter of customer loyalty as an engineer / economist is strong. With the engineering approach the focus is on: improving access say through digital channels; making it easer for the customer to self-serve; putting in more interaction channels; tweaking and automating business processes; standardising way customer scenarios are handled…. As an economist the focus is on generating / extracting value from the customer and all decisions are about ROI – I give if and only if I am guaranteed to get back more than I gave.
What the engineer and the economist both lack is humanity. In the worlds of the engineers and economists there…
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