[Retail Congress Africa] Little to do with channels, much to do with customer obsession

Martin Butler

"This is my final book in a trilogy on the modern customer and sets out to identify the essential steps for an organisation on the journey towards customer obsession," he says. "Motivated by all those businesses that 'talk' about the importance of customers, but fail to 'walk' it."

In his presentation, Butler will take the focus away from 'customer centric', which he believes is becoming redundant. "Businesses are looking through the wrong side of the telescope." It's no longer about the customer at the heart of the business, the business must now wrap itself around the customer, he says.

Butler will explain what it takes to be truly customer obsessed with essential steps the organisation needs to follow on the journey, such as the vital role of emotion, digital trust, leadership, and the importance of joy in the workplace, among others.

We had the opportunity to ask him a few questions regarding his involvement in the congress and a bit about the topic he will be presenting, namely: 'Winning the war for the modern customer'.

Is this the first time you're speaking at Retail Congress Africa?

Yes. I've done some sessions at GIBS.

What are you most looking forward to?

Sharing my findings on what it takes to win the hearts and minds of the modern customer. My new book is all about customer-obsessed organisations.

What impact do you think the event could have on the retail sector in South Africa, and Africa as a whole?

To help inform and spread best practice from around the world.

You spend much of your time researching, writing and lecturing on the subject of winning the war for the modern customer:

• What sparked your interest in this topic?

I grew up in retailing and always wondered why some customers came into our shop and others didn't. It sparked a lifelong ambition to understand what it takes to be chosen by customers.

Provide examples of a successful customer-facing business model?

Of relevance, I love what Woolworths South Africa is doing in its flagship food market stores. The John Lewis Partnership in the UK is revered the world over, as are all the businesses aligning with the 'Conscious Capitalism' movement. I love the Bunnings approach to customers in Australasia.

Explain what you mean by the 'business of being chosen' in the context of your talk.

No one sells anything fundamentally unique for very long these days, so (obvious as it sounds) being in the business of being chosen is a critical mindset for modern success.

If you have a Twitter account, please provide your handle, or any other means the audience can use to follow you.

I will be reactivating my Twitter account in early 2016 to coincide with the launch of my new book. My website www.martin-butler.com is being revamped for the launch too, but LinkedIn is still a good way to contact me.

Martin Butler is scheduled to present on Wednesday, 4 November between 10 and 10.45am at the Westin Hotel in Cape Town. David Smith, Africa Correspondent at The Guardian UK will accompany him.

About Martin Butler

Born into retailing, Martin Butler is a true hybrid, part retailer, part marketer and he uses this unique combination to inform his thinking. During a distinguished career in advertising and marketing Martin worked with a host of world-class clients in many international agencies, including the Grey and Saatchi networks. In the 1980s he became one of London's youngest advertising agency owners by launching his own company, building it into one of the largest privately owned advertising and marketing groups in the UK. Martin has now sold his companies and spends much of his time researching, writing and lecturing on 'winning the war for the modern customer'. He also enjoys running his interactive workshops for clients, regularly speaking at international business schools and conferences. Martin is currently researching his new book about organisations on the journey towards customer obsession - to be published early next year. His books include: People don't buy what you sell - they buy what you stand for; The art of being chosen: secrets of success from the giants of retail; and The essential steps towards customer obsession (working title).