Adapt or perish
One of the most misguided notions regarding the theory of natural selection is that the strong out compete the weak and win. In actuality the theory suggests that the one who is best adapted to its environment survives, while those who are not, don’t.
To extend this analogy to long-term survival in business, the consumer ultimately defines the environment. Following this argument to its conclusion sheds light on the increased interest in the arena of “Voice of the Customer", “Buzz“ and "WOM" metrics.
The Internet has made the customers’ voice much more audible. Enhancements in analysis algorithms and increased computer processing speeds have also improved our ability to hear it. I like to think of this enhanced ability as an organization’s hearing aid, its improved ability to listen to its environment.
Listening in itself is not enough; the challenge is to adapt to the environment. But how can you be sure you are adapting to the right message? You can’t, but you can increase your chances by following some simple rules.
- Base insights on far larger samples than others
- Gather heterogeneous samples of real people in real situations
- Pass no judgments but merely describe what people are saying using a framework and language that facilitates decision making
My focus for this blog is to explore the issues surrounding this phenomenon, nothing short of the democratization of the customers’ voice. I see clearly a day when businesses will readily accept the voice of the customer as a basic requirement for good decision-making. Just as the role of the secretary has changed and made way for ‘MS Office’, so will decision makers and influencers change to make way for the ‘voice of the customer’.
