An annual survey conducted by market research company Ask Afrika since 2001, called the Ask Afrika Orange Index®, has ranked South Africans’ opinions about which companies are delivering the best customer service. They conduct 33 000 independent interviews and survey more than 110 companies across 22 industries. This year’s Top 20 overall winners both come from automotive brands, VW and Toyota, with the only bank on the list, Capitec, placing third.
I’m regularly asked what metric should be used to measure customer-centric capability. The reality is ‘a measure’ is not sufficient. Trying to craft a customer strategy, develop customer-centric capabilities and operationalise those capabilities isn’t going to be supported by ‘a measure.’
Let’s face it. There is very little new about the concept of customer-centricity. There is however, plenty of room for improvement in both strategy and execution.
What creates the problem?