King customer is crowned emperor
Media Management: Three consultants are urging the industry to shift from the outdated attention economy to «customer centricity.».
Media management Three consultants urge the industry to switch from the traditional attention economy to "customer centricity" The foreword announces the quintessence of many years of consulting experience at Booz Allen Hamilton. The trio of authors use it for two clarifications: Firstly, the concept of "customer centricity" is not simply an industry-specific management tool, but a complex new way of thinking (at least for media companies). And secondly, it goes far beyond what is offered today under terms such as "customer orientation" or "customer relationship management." Both comments are evidence of the need for legitimization of a guild whose bubble-forming growth euphoria is not entirely innocent of the current media misery. This is not referred to as a "crisis", but as a "maturing and consolidation process" in which one can and should learn from other sectors. Nevertheless, the analysis of the galloping shift in power in the media value chain - away from the sender to the receiver (aka: customer) - is worth reading and considering.
In future, it will no longer be the attention of as many consumers as possible, but the quality and quantity of direct customer dialog that will be the key currency in the media business. According to Bird, Künstner and Vogelsang, this shift towards an "economy of interaction" is initially about evoking "consumer response" and then using this systematically, i.e. optimizing value creation on a customer basis.
In seven fluently written chapters and using many case studies from other industries, the authors show how the rocky road "from mass to mass production" or "from reach to feedback" can look and be taken.
There is no doubt that this pragmatic "road map" of professional management scouts has what it takes to become the standard work of a new media century or a new
self-image of its main players. And these are still the innovative, instinctive providers. Oliver Classen
> Customer Centricity: The new opportunity for the media industry
by Adam Bird, Thomas Künstner and Gregor Vogelsang. Campus
Verlag, Frankfurt am Main 2003. 202 pages, 69.40 Fr.
In future, it will no longer be the attention of as many consumers as possible, but the quality and quantity of direct customer dialog that will be the key currency in the media business. According to Bird, Künstner and Vogelsang, this shift towards an "economy of interaction" is initially about evoking "consumer response" and then using this systematically, i.e. optimizing value creation on a customer basis.
In seven fluently written chapters and using many case studies from other industries, the authors show how the rocky road "from mass to mass production" or "from reach to feedback" can look and be taken.
There is no doubt that this pragmatic "road map" of professional management scouts has what it takes to become the standard work of a new media century or a new
self-image of its main players. And these are still the innovative, instinctive providers. Oliver Classen
> Customer Centricity: The new opportunity for the media industry
by Adam Bird, Thomas Künstner and Gregor Vogelsang. Campus
Verlag, Frankfurt am Main 2003. 202 pages, 69.40 Fr.
