Manifesto

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Customer Lens

Every organisational decision eventually surfaces as a customer experience. Customer Lens is a governing philosophy, not a marketing position.

organisational fluencycustomer experienceregulated marketsfinancial services

Choose a lens and hold it rigorously throughout your entire organisational journey. The customer lens. Not a department, not a metric, not a segment report. A constitutional principle that governs how decisions are evaluated. When the customer perspective is embedded at the point of design, not bolted on after the fact, friction is prevented rather than managed.

Key claims

  1. 1Too many organisations make it too hard for customers to BE their customers.
  2. 2If you were to start your company from scratch today, it would look nothing like what you have. Existing enterprises are configured the way they are because of history, not because of logic.
  3. 3Nobody has the will or the mandate to rip it up. Even benevolent CEOs fail because the people meant to implement change are the same people whose worlds change shape if they do.
  4. 4Most organisations claim customer-centricity and mean something completely different. This version of the customer lens is a governing philosophy. Every internal decision gets tested against it.

Tensions

  • In Global Banking & Markets, the customer is contested. Corporate treasurer, sovereign wealth fund, hedge fund, shareholder. Customer-centricity means something different in every room.
  • The customer lens invites you to do the right thing. But the right thing for whom, over what time horizon, measured how?
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