Customer GPS or Navigation System

My wife recently bought a brand new Lexus SUV.  It came with a navigation system built into the dash.  I think it looks really slick!  It will alert you when there is a traffic accident miles ahead and tell you the time length of the upcoming traffic delay.  It monitors all the systems of your vehicle and sends you an alert if there is anything out of the ordinary.  You get a reminder if your tires need air, your oil needs changing, or your shoe lace is untied.  I was just kidding about the shoe part…but, you get the point!

A week after she bought the car with the cool navigation system in the dash, she put her old Garmin GPS on top of the dash and plugged it into the cigarette lighter!  It was her test.  Sure enough, her Garmin was showing roads not known by the navigation system.  When the GPS on the dash and navigation system in the dash differed on the “best route” to a particular location, the GPS always gave the best, most up-to-date advice. 

“It’s the satellite,” she explained.  “The navigation system is information programmed into a CD months ago.  It stays the same until you go the dealership and update it.  But, the GPS stays updated…real time.”

Customer needs are a lot like the landscape.  They change all the time, not just annually when you are about to send out the big survey.  Smart organizations figure out ways to build customer GPS’s into every customer touch point.  When a customer has a hiccup in Des Moines, the distribution center in San Jose knows about it.  When a quorum of disgruntled customers register a compliant on social media, a strike team is triggered to search for root causes and implement an appropriate fix.  Get rid of your customer navigation system and put your customer GPS on your dash.

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
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