Christine Crandell believes in customer-centric organizations. Her focus is on finding out both how customer experience fits into a company strategy as well as how customers view that experience. Crandell is the president of a B2B customer-alignment consulting firm, New Business Strategies, and a recent contributor to SDL’s eBook, Transform Your Global Digital Experience: 10 Experts Share Their Secrets.
Organizations must think of customer experience as part of their business strategy, not something that sits to one side.”
She sees the key to a successful customer experience strategy as aligning people, processes and technology to match customer expectations.
Crandell notes that many companies turn to a customer experience focus when they realize that their revenue challenge is a fight for customers and market share. Of her experience working with a specific B2B cloud-based industry, she speaks of the transition between an inward company-centric focus towards customer-centric focus:
It did not matter what we thought or what the company thought: The only think that mattered is what the customer thinks.”