As the name suggests, a customer-centric business is an organization that focuses primarily on addressing the customer’s needs. A customer-centric approach aims to improve the customer experience with the brand and product. They aim to address the customer’s needs at every step of the buying journey. Improving the customer experience increases brand loyalty. Loyal customers lead to higher chances of repeat business and more revenue for the company. However, before we attempt to unravel the secrets to becoming a customer-centric business, let us understand the true meaning of the word.
Customer-centric means holding the customer experience as the key priority of every interaction. This includes addressing the customer’s needs from the moment they interact with your business. Systems that consistently delivers the same level of experience need to be implemented. It is more than simply being polite and delivering on your promises. It involves nurturing the lead and providing a blissful experience from start to finish.
Although customer experience has always been an important factor in determining the marketing strategy, the recent swift uptake of online and digital services for shopping due to the COVID scenario has put customer experience at the forefront of all strategies. As a result, the survivors of the pandemic all iterates the importance of customer experience development. Technology has increased the competition, and standing out from the crowd has become an ever-increasing challenge. Here are some other benefits of the customer-centric approach:
- Helps Build loyalty: putting customer experience on a pedestal encourages buyers to engage with your brand more often. Increased engagement leads to increased loyalty. Hence, they are more likely to purchase from you and recommend your business to others. The COVID scenario also revealed that customers are willing to pay more for a better customer experience.
- Boost Ad Campaigns: when you focus on your customers, chances are they will focus on you too. As a result, they will give more reliable information about their preferences and needs, further strengthening your ad campaigns’ targeting. In addition, it will help you engage with your customers and prospects effectively.
- Brand Image Protection: customers are always on the lookout for more reliable products and services. After the advent of high online shopping due to the pandemic, online scams and frauds have risen to unseen heights. As a result, businesses with substantial positive reviews and images are hard to find. Pursuing a customer-centric approach helps you build a positive image for the customers, and their positive reviews will inevitably help you grow your business.
Before you implement an adoption strategy, it is necessary for your business to understand the task. Cultivating a customer-centric business culture starts at the top of the company. The upper management is the first responder to such a strategy. They should empower and train the customer representatives to interact and communicate with the customers in the intended fashion. Establishing a few programs that validly displays the importance you place in your customer’s satisfaction is a great place to start. Customer loyalty programs are one such strategy.
Now that we understand the importance of a customer-centric approach, it is necessary to discuss an implementable, viable means of adopting the strategy. Focusing on the following key areas will undoubtedly help you:
Understanding Customer Needs
The most efficient method to develop a customer-centric business is to prioritize customer feedback. Customer feedback not only gives you invaluable data for targeted marketing but also uncovers the customer’s expectations. Follow-up emails are also a great way to gather feedback. However, the low email open rates might prove as an impediment. To help overcome this problem, offer discounts for submitting feedbacks.
Small companies could attempt to reach the customers at a much closer level by interacting with them on social media channels, voice calls, and personalized messages. While it is a great thought to listen to the customers, it is even better if you can anticipate the customer’s needs and demands.
Focusing on Customer Service
Stellar customer service is not about a bigger team or sales consultants. It is about providing your customers with excellent service with ease. The traditional 9-5 call-in support is severely outdated, and you need to implement new strategies to adopt a customer-centric approach.
These outdated services are hard to reach, and due to the high load, it is almost impossible to provide a beyond satisfactory service every time. Using the technology to ease your burden is a valid option. For instance, using chatbots significantly reduces the wait times. Proactivity is another viable strategy. Assessing the questions asked will reveal the most asked questions. Putting up an FAQ section on your website and redirecting the customers to it will greatly improve your performance. Pricing information should also be easily accessible and always on display on your website as it is usually the most asked variable. Return and exchange information should also be easily available.
Most businesses fail to understand the importance of post-sales interactions. The routine business model forgets the customers and their needs after making a sale. As a result, they fail to follow up for any problems or make it covertly difficult for the customer to address their needs. Nurturing customers is important after you make a sale. If you fail to address your customers after they have paid you, they are likely to forget about you too. Thanking your customers after the purchase and appreciating your prospects after they listen to your proposition is a great way to start.
Adopt a customer-centric business strategy to steer better your customers to become loyal patrons. Improve your customer experience and nurture your customers at every interaction and watch your business grow. Look for creative ways to thank and address your patrons. Remember that repeat customers are the business’s greatest assets.