Bli en kundcentrerad vd – och få stora effektivitetsvinster för bolaget

Kundfokus Kundcentrering blir alltmer intressant för svenska bolag. I strategin står inte sällan att ”Vi ska öka vårt kundfokus” – och det låter lovvärt, men vad händer sedan? I praktiken går för få från vackra ord till handling, tycker Linda Öhling, CX-expert. I den här artikeln berättar hon och Jens Wedin – båda inbjudna att tala om ämnet på VD-dagen – om vinsterna med att arbeta kundcentrerat.

Bli en kundcentrerad vd – och få stora effektivitetsvinster för bolaget
Foto: Maria Östlin

Att sätta kunden i centrum kan låta uppenbart för många företag. Ändå är det för få som vet hur man gör. Eller, mognadsgraden varierar: Linda Öhling, grundare av House of CX, möter företagsledare som kommit olika långt i arbetet med kundcentrering.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.

– Dels möter jag dem som ännu inte sett kraften i kundcentrering och som tvekar på effekterna det ger. Dels möter jag dem som säger rätt saker, kan återge det som står i strategin som ett ökat kundfokus, men som saknar förståelse för vad det innebär i praktiken. Och slutligen träffar jag dem som är öppna för frågan om hur man faktiskt åstadkommer det här, och som kanske har sett kraften i kundcentrering, säger hon.

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