The Retailer Summer Edition 2022

SUMMER 202 2

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So how do you move from CX to CEO? Delivering the things that the customer and organisation only think about when they are not delivered is one way to become a Customer Enabled Organisation (CEO). The 'value exchange' doesn't meet both parties' needs. However, the experience on both sides must go beyond basic requirements and deliver what both sides want in every value exchange. It's very simple: find out what each value exchange needs, then deliver just a fewWants that go above and beyond the basic Needs. Knowwhat makes a difference to your custom ers and your organisation's "value exchange". Take small steps to improve them if you aren't already doing them well. Test, iterate, and listen to both internal and external feedback. You should define the benefits within your set accounting periods so that organisations can really understand and measure the value of CEOs.

CEO on the other hand assumes that the organ isation basically works from the customer’s perspective and identifies areas of incremental improvements that enable the customer to keep choosing that retailer. In otherwords, they meet the customers’ needs and go further to create positive memorable experiences. This has the benefit of: • Building on, not tearing down, the cur rent operating model (lower cost) • Being able to be delivered quickly, so the current management team can see the results • Incrementally improving BAU, rather than disrupting it. The customers only see continued improvement in their experience.

"Well, that's the same as being customer-centric and putting the customer at the centre of your organisation." they may say. An acquaintance of mine reminded me the other day that the customer really doesn't care about being at the centre of your organisation. Since they are at the centre of their own universe, they have the power and tools to enable any organisation they choose. Instead of starting over and transforming the whole business, CEOs focus on incrementally meeting more Needs and fewerWants. It may require adjusting processes, training, infor mation, or the products and services that a business offers, but rarely requires wholesale changes. By identifying new needs early, you can also ensure you remain the first choice for your customers in an often-crowded market if you do it correctly. Changing the way we think about value exchange for ourselves and our customers results in a practical, implementable, and cost-effective approach to becoming a CEO.

Stephen Hewett