Countering a Customer Insurgency – HBR

Good small business takeaways.   This new dynamic is today and once again, we say, if you are not up to today’s differences and challenges —  it is probable your survival is questionable.   Leadership and management

Excerpt:  We call this new dynamic “customer insurgency.” While this term may seem a bit dramatic, we don’t use it lightly or without experience. One of us (Chris) served as a U.S. Navy SEAL for 15 years and helped lead counter-insurgency forces in Iraq and Afghanistan. The other has guided numerous companies through digital transformations, most recently as SVP of Communities and Networks at Sears Holdings.

By definition, an insurgency consists of a small and less-powerful force seeking to overturn the leadership of a much larger and more powerful institution. We normally think of insurgency in a political context, but today’s digital technologies are creating a similar dynamic in business. It is a simple matter of the big and strong (but often too slow) being unable to manage, or even see, the small and weaker (but fast and agile) threat.

If you want to know what it feels like to be on the other end of a customer insurgency, just ask Tropicana, Gap, or Netflix.

Read full article via Countering a Customer Insurgency – Mark Bonchek and Chris Fussell – Harvard Business Review.

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