This post is part 2 of 8 in the series Intro­ducing Unison.

Most compa­nies want to put the customer at the center of their busi­ness strategy and imple­men­ta­tion. They want to be more inno­v­a­tive in iden­ti­fying and meeting customer needs. And they want to be better at putting that inno­va­tion into action.

But in prac­tice compa­nies find it hard to do.

Companies view the world inside out

It’s hard for anyone inside a company to see the world through its customers’ eyes: the orga­ni­za­tion looms too large in the fore­ground. Think how differ­ently a manager and a customer, even standing together, would see the same store.

And frag­men­ta­tion inside the orga­ni­za­tion makes it hard to achieve a unified response: the people making the promises are often discon­nected from the people deliv­ering or reporting. If a great insight or a bright idea emerges in one part of the orga­ni­za­tion, the people with the inspi­ra­tion often have limited ability to make it real.

The result: the company comes up with expe­ri­ences that leave the customer under­whelmed. Or it makes promises which in the execu­tion, it can’t deliver. Or it simply misses the boat, while a competitor launches the Next Big Thing. What’s needed is a more balanced view.

next: Seeing the whole picture →

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