Uncommon Practice
Every day countless companies miss
their opportunity to build profits. The
opportunity is there, but they don't
grab it. Why? Our research suggests
that they don't act on the right
issues. For example, if you ask most
executives what comes to mind when
they think of their brand, they will
reply with such words as identity,
positioning, logos, and signage—but
not with the customer experience,
which in fact is the brand in
exemplary companies.
If you ask executives what they consider essential to creating differentiating
customer experience, they rarely cite the leadership of top management.
They should. Forum’s research shows that building customer loyalty is exactly
what is on the agenda of top executives in today’s exemplary companies.
Similarly, if you ask them what metrics are critical to monitor on a day-to-day
basis, they will typically identify revenue, same-store sales, inventory turns,
occupancy rates, and other “lagging indicators” of business......
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Approximate Word Count: 3294
Approximate Pages: 14 (250 words per double-spaced page)
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