What difficulties a company may run into when it is changing from traditional to customer-driven?

[chiaying_lin]

According to the author, companies all must inevitably change into customer-cultivating companies if they hope to remain competitive.

but before really cultivating customers, a wide range of data is required, and there are many challenging problems firms are confronted with in order to manage and control customer information.

What difficulties and problems you think a company may run into and have to overcome when it is under the process of transforming from a traditional company to a customer-cultivating company??:D

[Lin_Chen]

Cost would definitely be an issue, thus, any company would need sufficient resources to move towards a customer-driven company. Conducting extensive market research, including surveys, focus group, etc, would all cost a lot. Having a separate customer service department or other customer-specialized departments would be an additional cost as well.

[t97701103]

I believe that companies in a transformation process will face difficulties in applying new strategies associated with individuals perception of what marketing is all about. Applying moderns strategies invovles moving away from traditional marketing and that could be quite challenging for some individuals.

[Jamie_Tang]

Also some people might put up resistance for change, because moving from product-driven to customer-driven might mean that some workers are not needed anymore (for instance the Chief Marketing Officer), and they might not want to give up their jobs to new workers (the new Chief Customer Officer) with very opposite jobs as theirs. So I'm sure a company would have to take into consideration how many of their workers will be affected, and how many new jobs they need to create to accomplish this change as well.

[Eva_Berends]

I agree with Jamie ^, but maybe with proper education the company can keep some of its staff (although expensive), because the current workers know the company and the overall spirit and culture, which is an advantage compared to potential new workers.

[YOUNGJIN_KIM]

I agree with all,,, Market research, cost matter and labour factors will be difficulties for a company. Plus, changing company's New Image from traditional to customers' door can be one of the difficulties as well.

[Eva_Berends]

I agree with all,,, Market research, cost matter and labour factors will be difficulties for a company. Plus, changing company's New Image from traditional to customers' door can be one of the difficulties as well.

The changing company's image is only in the interest of the customers I believe, so why do you see that as a difficulty?

[YOUNGJIN_KIM]

When a company change their strategy from traditional to customer-driven, they shoud consider what images in customer's mind are imprinted at the moment about the company. and it is important to shift their previous image to new image as the company are willing to focus on.... It takes time and needs epoch-making ideas...

[Ian Chen]

as mentioned in the article...

Besides promoting a customer-centric culture, as a successful CCO, he must also create incentives that eliminate any counterproductive mind-set which might be obstacles to the company’s profitability.

I agree with Dr. Rust that eliminating any counterproductive mind-set should be considered prior to any issue. Because incentives and positive motivations might be the basis of building customer-centric culture after the reinvention of the organization. However, solving the problem of resources' shortage or even complicated problem...., only guarantees you a "good" manager. But once you set up the aggressive and productive mind-set, you , definitely, a "outstanding" manager!!!!!!!

[camille_girard]

Like everybody, I think it cost a lot to change from traditional to customer-driven.
I saw on an article -(Forrester Research)that in 2009, 47% of company which introduce CRM failled. In 2002, this rate was 70%. The reasons are diverses : cost, very complicate tool, must take into account technological factors, and also strategic and cultural factors of the company.

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