The human touch at the center of customer-experience excellence

They’re constantly listening for and sourcing customer feedback about what to build next. How many of your company’s customers work with you primarily because they lack a better current alternative — because they feel like they have to, not because they want to? The answer to that question is likely to determine your company’s future. R&D organizations are staffed by bright, innovative people, but they are usually far removed from customers, and often more energized by new technology and solving technical problems than meeting customer needs. In her book, Ton clarifies that this type of success requires more than just well-paid and highly trained staff. The result is a better understanding of how customers think and what issues they are struggling with, which significantly improves customer happiness and loyalty.

  1. It’s imperative to really listen to what your customers want and need by getting their feedback, reading it and using it to help drive your business.
  2. This results in greater profits, increased employee engagement, and more satisfied customers in the private sector.
  3. The bank became customers’ top choice in its market, while reducing employee turnover by one-third, recording significantly higher earnings, and achieving a double-digit increase in organizational health.
  4. For example, people hate being interrupted and bombarded, but if advertisements are relevant to them, they are often less likely to get annoyed and, moreover, will remember them and eventually act on them.

But there’s also a level of qualitative feedback that you need to be proactive about collecting. While the aforementioned communication is likely already occurring at your company, user research is something you might be ignoring. We can see similar styles of future-forecasting in Steve Jobs and Elon Musk. These visionary CEOs pushed the envelopes on what people would want in the future, giving the world the iPhone, iPad and the Model X — and companies with valuations of $1.08 trillion and $48 billion, respectively.

What is Customer Centricity? – Importance, Benefits, & Examples

Regardless of industry, healthy companies outperform unhealthy ones by a factor of three. We define “health” as the organization’s ability to align around a common vision, execute against that vision effectively, and renew itself through innovation and creative thinking. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. In a nutshell, it can be defined as a company’s focus on the customer and their needs, across all touchpoints. It is a strategic decision to put the customer first and to make them the central focus of all business operations.

This data can then be used to analyze problem areas and help you to improve the overall customer experience. Frontline staff need to be taught how to prioritize inherently valuable tasks. This means that adequate training and development opportunities need to customer centricity examples be put in place to make sure that a customer’s overall experience is of premium quality. Staff need to be agile, dedicated, and focused on adapting their working habits by successfully implementing knowledge on mindset shifts and changing buyer dynamics.

Instead, use lagging indicators to determine how your choices impact your customers. For instance, if you engage and address customer centricity, you may start to see a lift in specific metrics after the fact. Building a customer-centric company starts with creating an employee-centric company.

What is customer centricity and how to achieve it

Understanding customers’ experience when using the solution to their problems is one of the most critical steps to being fully customer-centric. By recruiting different methods and tools, you can work hand-by-hand with your customers to understand their experience. Anyone who has ever endured a support interaction knows all about the silos in the customer experience. Whether customers are having to repeat their issue to multiple team members before finding a solution or getting inconsistent answers from the companies’ inconsistent systems, they’re leaving unhappy. A long-lasting relationship with a customer is more valuable than a single transaction. Create and nurture relationships with your customers to make them feel like more than just a number.

Customers appreciate the CRM’s ease of use and responsive customer service, which leads to high customer satisfaction levels and positive reviews. Every year, I create a list of the most customer-centric companies to recognize companies that lead with customer experience. I also see them come up again and again in my own research for my work as a customer experience keynote speaker. But some shining star brands actually do it, and they’ve figured out how to “do it” all the time. That is why recent research shows that 89% of companies that lead with customer experience perform better financially than their peers. This means that Glossier engages customers further up the sales funnel so their shoppers’ voices actually are part of product development.

Customer centricity is a powerful call to action that elevates beliefs about customer service, customer relationship management, and lifetime customer value. Good customer-centricity places the customer in the center, making them the focal point of important decisions. Delivering quality products, services, and experiences all help to develop loyalty, customer satisfaction, and advocacy.

This customer-centric approach has resulted in a dedicated existing customer base and high levels of customer happiness. Customers appreciate Nature’s Path’s commitment to organic, sustainable farming practices and its responsive customer service, leading to positive customer experience reviews and strong brand advocacy. As a result of its customer-centric focus, Salesflare has gained a loyal customer base and seen consistent growth.

Multi-Segment Solutions

This survey not only tells you how much they like doing business with you, it tells you how likely they are to advocate for your business to their friends and colleagues. For instance, consider Sofi’s initiative to host community events across the country. While it’s likely a substantial expense, there’s a positive externality. They claim the benefits of a direct channel to interact with and get feedback from their members, as well as a way to build brand affinity.

Jared believes that excelling in the last 10% is the real game changer, especially in a crowded market with bigger budgets and larger teams. “You have to differentiate in nuanced areas of the business to truly stand out.” The ROI of creating an outstanding customer experience more than pays for itself. A transactional company might try to upsell you when purchasing because the goal is to make as much money as possible in each interaction.

This type of proactive customer service demonstrated the business’s customer-centric approach to improving the buying experience. As we mentioned in the last section, customer-centricity begins with your company’s culture. If your goal is to learn how to be customer-centric, then your business needs to make a company-wide commitment to your customer’s success. The steps below explain what your organization can do to make that commitment to your customers and examples of how top brands put customers at the center of everything they do. Customer-centric marketing is a strategy that includes the customer in the company’s messaging. User generated content, customer feedback, and reviews are tactics that can be used in customer-centric marketing.

Editable UNITE models (PowerPoint) included

This collaboration promotes incremental learning and creates opportunities to adjust plans based on the best available data. In our book “How to Create Innovation”, we explore how to best connect your business to customers, and how you can enhance your customer’s perception of the work you do. We advocate for some specific customer-centric best practices that your business can begin on Day One to help keep customers and attract the best customers that will form the backbone of your company’s future success.

If you acknowledge how important it can be to develop a customer centric strategy that focuses on each customer as an individual with specific needs and concerns, the next step is to put that strategy into motion. These instances illustrate how companies across diverse industries prioritize customer needs, delivering outstanding experiences and cultivating enduring relationships. Employees might be resistant to change or unsure about how to implement these new strategies effectively. Additionally, integrating customer data across various departments poses a significant challenge.

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