Dealing with the 'Alignment Problem'. (November 2015)

• Record Type: Journal Article
• Authors: Peppers, Don
• Is Part Of: Journal of creating value. Volume 1:Number 2(2015)
• Page Start: 182
• Page End: 189
• Publication Date: 2015-11
• Subjects: Customer experience -- alignment -- silos -- transformation -- metrics -- goals; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/2394964315600843
• Languages: English
• ISSNs: 2394-9643

Abstract

Abstract: When companies try to become more customer-centric, one of the biggest problems has to do with aligning their internal systems, accountabilities and responsibilities with the needs and interests of individual customers. This 'alignment problem' comes in three different forms. 'Alignment 1.0' involves coordinating individual business units and divisions to ensure an enterprise-wide view of individual customers. 'Alignment 2.0' requires integrating the performance metrics at individual business units with customer-specific tactical goals. And 'Alignment 3.0', the most difficult issue, requires a company to reconcile customer-centric metrics, such as satisfaction scores, or the financial asset value of customers, to more traditional financial metrics of success, such as quarterly sales and profits, and shareholder value.