Outside-In Perspective

According to my research, an outside-in perspective denotes a practice where companies aim to creatively deliver something of value to customers, rather than focus simply on end products and sales. According to Harvard's Ranjay Gulati, it is customer-centric firms—those with a so-called outside-in perspective—that are most resilient during turbulent markets.

With the advent of social media, brands and companies are now exposed, vulnerable to what consumers think or say about the brand. The brand is not defined by the company; instead, it is defined by the emotional connection that these companies and products make with the consumers. With the reach of social media being global in scope, what the consumer says about it is highly important, given that brand managers have no control over the dialogue that takes place online.

Which is why customer service, keeping the consumer happy is key to a successful business. The customer approach of outside-in is what the CBI group has practiced. They are re practices that can be done naturally that CBI that they claim any company can adopt them tomorrow.

* Interrupt Policy: Customers have the option to interrupt staff.

* Sunset Policy: Returning all calls, notes, and e-mails by the end of the work day, no excuses.

* I Can Help You: Staff will do everything necessary to satisfy their needs or transfer them to the best person without delay.

An outside-in approach, according to Gulati, asserts that outside-in success is not confined to any one sector. "I see the move toward customer-centricity as a journey," explains Gulati. "It doesn't happen overnight."

With that said, I think that rather than putting so much energy on sales performance alone, customers' needs should also