Becoming an “Inside Out” Business

November 6, 2009

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I came across a great blog this week reiterating the message we are trying to get out to the Enterprise Network. Mark Suster, General Partner at GRP Partners, wrote an interesting column entitled, 5 Tips to Becoming a More Customer Centric Organization that spoke about the importance of becoming an “Inside Out” company. Follow Mark’s blog at

An “Inside Out” company gives the customer a transparent look at what is really happening internally. This business model doesn’t hide from the consumer; instead, by letting outsiders see the inner workings of the business- what they’re working on, the struggles they’re facing, ect.- it gives the consumer a better understanding of the every day trials and tribulations that a business goes through.

According to Mark, “By letting our customers and the market know that we are a real organization with real people rather than a pre-packaged, pre-processed marketing machine, customers, press and the market respond positively.”

This is a great point. By exposing ourselves, we give an honest insight to customers that many companies try to cover. It builds a sense of trust- sure we may not be perfect, but at least we’re working to fix our flaws. At Active Website, we like to do business the same way. Whether it be our achievements or our downfalls, members can see what is really going on behind the scenes. And we’re better for it.

By putting everything in front of the customer for them to see, you’ll get valuable feedback in return. What can be more crucial to our success than adapting to the demands of our customers? This is why Mark’s blog this week really hit home for us. We all should move to this business model in an effort to ensure customers are getting the most out of our services.

Here are Mark’s 5 tips in becoming a More Customer Centric Organization:

  1. Understand Customer Requirements
  2. Watch User Interactions
  3. Get Customers Involved in Product Priorities
  4. Openness in Blogging
  5. Immerse Technologists in the Field

For more details, click here for Mark’s blog on this topic. He gives fantastic examples of companies that are adapting to this business model and offers a lot of great insight for putting the customer first!



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