Growing your company is usually good for your company, but not always good for your customers. Today’s newsletter, Too Big Not to Fail, focuses on the challenges that growth creates for your relationships and communications with customers.
Is your company too big not to fail its customers?
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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Steve,
Great article, it totally makes sense. I had never thought about it this way. Being big and setting up “efficient” mass communication systems/tools definitelly puts us on track to be too big NOT to fail our customers.
This articule should be a wake up call to many.
Thank you!
Oscar.
Thanks Oscar … “wake up call” is a perfect metaphor. Companies hide from customers behind their mass communications and need to be jolted back to reality.
Steve