|Talk to Our Customers? Are You Crazy?|
|Topic||Managing Service and Manufacturing Operations|
|Key Words||Customer focus, customer satisfaction, experience immersion|
David McQuillen is an American who is challenging the top executives at Credit Suisse Bank in Switzerland to get out of their offices and meet customers to find out what their needs are. McQuillen calls his unorthodox approach the “experience immersion.” His theory is that although a lot of companies say how important customer focus is in their mission statements, in reality, they do little to make it their true mission. The larger the organization, the more isolated the executives tend to be. Many rely on customer surveys for information, or assume that their customers are just like them, which can be disastrous when it comes to developing new products and services.
|Source||“Talk to Our Customers? Are You Crazy?” Fast Company, July, 2006, page 70.|
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