Why Aren't Customers Spoken About in the Boardroom?

At CIM South East’s recent Resilient Marketing event, Paul Skinner, Founder of MarketingKind, spoke on the topic of customers in the boardroom.

In addressing why customers are often left out of boardroom conversations, Paul Skinner sheds light on a broader issue: the way businesses frame their strategies. He argues that business plans and discussions often revolve around financial metrics, leaving little room for the human element—the customers. According to Skinner, business plans should not just be about numbers; they should tell a compelling story that reflects the challenges customers face and connects with their needs.

He cites the Eden Project as an example of an organisation that avoids focusing solely on financial returns and instead emphasises the value it creates for people. By making their challenges and solutions transparent, they build a deeper connection with their audience. This, Skinner suggests, is key to fostering loyalty and trust.

Skinner also highlights that our language around finance can be limiting. He calls for a shift from "accounting" to "accountability," implying that businesses should be held accountable for the value they bring to their customers, not just their shareholders. If we had more of these discussions in everyday settings—like a conversation in Starbucks, as he notes—we’d see a much greater emphasis on the stories that connect us to the customer.

Ultimately, Skinner argues that the customer’s story should be central to business planning, and businesses must reframe their approach to finance and strategy to better reflect the human impact they have.