Creating a Customer Centric Culture
What is Customer Centricity?
Customer-centricity refers to a business model that promotes positive customer experiences at all stages of the customer journey. This builds customer loyalty and satisfaction, which in turn leads to more customers. A customer-centric business will carefully consider the impact of any decision it makes on its customers.
Every person in a customer-centric company shares the goal to create great customer experiences. This includes the leader who invests in customer charters and the sales associate who searches for the right product for their customers. Each person also understands that the customer is the most important aspect of their job and that each person has a responsibility and a role to play in making their customer’s experience as good as possible.
Customer centricity is a set or ideas that place the customer at center of all activities of an organisation.
Why is it so important?
Entrepreneurs can be motivated by many things: money, fame and glory, as well as passion. No matter what motivations you have for starting a business, there is one thing that all businesses share: You won’t last if you don’t have customers to attract and keep them.
This simple statement can help you understand the importance of customer-centricity as an entity. A company that doesn’t care about its customers will fail. They will create the wrong products and invest in the wrong resources. Customers will lose their goodwill.
Customer-centric brands are quite the opposite. Each team member is attentive to customers and works together towards that end. The company creates products that are tailored to customer needs and anticipates customer desires. They also provide exceptional customer service that keeps customers coming back and helping them advocate for the brand.
Happy customers are a sign of a successful business. Smart people know this. Customer-centricity is a new concept that places the customer at the top of the list. It has made a significant impact on the business landscape.
Online technology has led to a new emphasis on customer-centric businesses. Businesses and customers are now closer than ever, and there are lines of influence and communication that go beyond the transaction. Customers have the ability to learn as much as they want about how businesses treat customers, their customer support, and the quality and quantity of their products.
Companies have unprecedented insight into their customers. Companies can tailor customer experiences and create lasting relationships with their customers through research, data-processing, and analysis. A great customer experience is a key driver of customer loyalty and a competitive advantage for businesses.
Customers are not the only ones who benefit from customer-centricity. Employees also gain the ability to make smart decisions and do their best work. Customer centricity is both an opportunity for growth and a way of building a strong culture in the company.
How to build a customer-centric culture
How can you as a leader build and sustain an organisation that is customer-oriented? Your business’ DNA should reflect customer-centricity! Hire people who care about customer service.
A lack of customer-centric organisational culture is one of the biggest barriers to customer centricity. Most companies have a culture that is product-focused or sales-driven. Customer centricity is only a priority for certain functions, such as marketing. A company’s culture must align with their customers and have leaders who actively encourage the right mindsets and values among their employees in order to successfully implement a customer-centric operating model and strategy.
Operationalise customer empathy. Although empathy sounds great, very few companies understand it. Customer empathy, which is basically the ability to recognise a customer’s emotional needs and understand their reasons, and then respond appropriately and effectively to them, is what customer empathy is. It’s rare.
One surefire way to help your company become customer-centric is to make it a core value. You can make sure that everyone is able to support a customer-focused core values by including it in your organisation. Your value is literally put up on the wall. This commits it to your leadership, your whole team, and your customers.
Customer-centric marketing allows customers to be a part of the company’s marketing message. Marketing teams can use strategies like inbound marketing or customer advocacy to deliver relevant, helpful content to customers even after they have closed. Customers become promoters, which in turn generates new customers via word-of mouth referrals.
Your marketing efforts should not be limited to customer-centricity. This approach can be adopted by your sales team to create a customer-focused strategy.
Customers’ needs and wants can’t be met if you don’t know what they want.
What are your customers expecting when they visit your site? What frustrates your customers the most about your brand’s website? Why is it that X% of your customers leave your company every quarter to go to your competitor?
Customer feedback holds the key to answering all of these questions. Here’s the truth. Today, most brands collect feedback just for the sake. However, how many brands actually take feedback seriously and listen to customers to make sure they act on their feedback?
This can make the difference between a customer-centric business and one that is just trying to be. Microsoft found that 52% of respondents worldwide believe that businesses must respond to customer feedback.