Who is telling your story? You or your customers?

While you were snuggled in for a long winter's nap last week, the Customer Counts Commando Unit was actively seeking evidence of businesses that Walk the Talk of "customer centric."  Before telling you about a great find, let's clear the air of senseless jargon.   

Customer centric does not mean, "Sure, we love customers, as long as they don't cause problems."  It means you organize your thinking, your business model and your "org chart" with different sizes of blobs (not pretty circles or squares) representing different portfolios of customers.  It means the one in the company with the biggest check and perks is the one with the highest customer scores, in every way that the company can possible measure customers who count the most.   

Essentially, it's easy to toss jargon around but what impresses us are the customer scores for your business and the people who delight your customers. 

We found a company who presents what they do in terms and words that come from their customers.  I found them while reading a book at Christmas.  The book was so great and immediately valuable for the customers of my customer-creation consulting business that I wondered, "Who publishes great books like these?"  I guess they anticipated such an question because on the last page, I found the story of the publisher, Berrett-Koehler.

It was exciting and well written.  It made me go further and look at their story on their website.   First of all, I was inspired by the story.  Next, I thought--every business that says they are customer centric ought to have a website that reads and looks like this.  It sure makes one want to go talk to some more customers and redo some pages on your own website.   I'm already all over this with my web team.

From the Berrett-Koehler story:  "Just as our publications are redefining the boundaries of business literature, we are also "opening up new space" in the design and operation of our company.  Our aim has been to create a new kind of publishing business based on partnership with our authors, suppliers and subcontractors, employees,  customers and societal and environmental communities."  It goes on with more great content.   Visit their site, read their books and notice the way they walk that customer centric talk.

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