Customer purpose at the heart of the organisation

Abstract

We have outlined a journey of transformation whereby organisations can become highly responsive to the needs of their customers and can become differentiated from their competitors by their ability to continually adapt, innovate and deliver customer success. Organisations generally regarded as leading business practice, which are challenging the boundaries of the conventional structures and changing decision-making patterns, are creating a new paradigm of customer-value service provision. They are making a stand, finding the courage to question what has gone before them, and interrogating how past practices have dictated the organisations’ very existence. Organisations that embark on the journey to create a Customer Value Enterprise^® need to recognise the tenacity, authenticity and courage it takes to systematically align the entire resources of the corporation to customer purpose. On the other hand, they may also recognise that it is precisely this journey towards customer alignment that will help to guard against their own commercial extinction.