Sticking Your Neck Out in Web Content Management

We are tasked with finding ways to find new customers, get customers to buy more, prevent customers from leaving and getting referrals based on our superior service delivery. As a result, we begin to get busy; busy putting ideas on post-it notes, busy creating content on our website, busy looking for that next super-metric, busy feeling good about our creative design…busy, busy, busy. When the results don’t come in, we get busier, right? The question I have is whether we are busy doing the right things.

It’s common to see these groups busy in meetings showing off the latest concept in ideation learned at the latest seminar. No matter how many times I hear the term customer-centricity, or voice of the customer, or the customer’s job-to-be-done it’s quite clear that they are merely paying lip service because they know it’s what people want to hear. Then they resort to the same internally focused efforts that rarely produce the lasting results every business owner would like.

I always like…