BY BARBARA E. BUND

Healthy Signs of Outside-in

 

Try checking your organization for the following healthy signs

of outside-in behavior:

 

• Employees throughout the organization have clear ideas of who our customers are and, broadly, what we do for them.

 

• Although employees in different roles and at different organizational levels have different depths of understanding of customers, the employees’ views of customers are generally consistent with one another.

 

• We have clear, explicit, understandable “pictures” of customers.

 

• Those customer pictures provide clear, explicit reasons for our marketplace strategies and actions.

 

• Our top managers have lots of contact with customers—and they know how to listen.

 

• Lots of other employees have substantial contact with customers—and they learn from their contacts.

 

• We capture the learning about customers and incorporate it into our evolving strategies and actions.