In the eighties I liked watching “Cheers”, an American television series.
The show is set in a bar named Cheers (named after the popular toast) in Boston, Massachusetts, where a group of locals meet to drink, relax, and socialize.
The tagline, “where everybody knows your name”, reminds me of the small supermarket around the corner where I lived with my mom, dad, 2 brothers and sister. Plus a dog.
The owner and his wife knew not only our names including the name of our dog, but also my father’s job, the choir my mother sang in and the schools and clubs my sister, brothers and I went to.
They would understand our needs and way we used to buy.
What happened the past 2 decades? Corporate companies focused on ‘mass’ marketing, ‘mass’ consumerization and creating ‘mass’ economies of scale. They invested heavily on improving supply chains and optimizing internal processes, often via a business reengineering type of ERP project. Great companies have now put their customers back in the center of the attention, driven and enabled by technology solutions, such as social media like Facebook and Twitter and CRM platforms like Salesforce.com, that enable them to enter into a relationship with millions of customers. Customers expect their voice to be heard, they want to be seen and understood. Companies are focusing on their digital strategy, working hard to understand what their customers think about their products and services, how they behave when they are in the store, browsing and buying online or downloading the latest mobile apps.
This decade is about customer centricity, about creating a renewed ‘Digital Customer Experience’ as described in our DCX brochure.
As a consequence, companies will again become places ‘where everybody knows your name’.