Building a customer-centric business: Practical steps and best practices

The debate over the best business strategy has existed for quite a long time. And even though there is still no definite winner, many agree that customer centricity is the first and the most important step to ultimate business success. Being customer-centric can set a business apart from hundreds of competitors by making each customer feel special and valued. But what does it take to build a customer-centric business?

WHAT IS CUSTOMER CENTRICITY?

Customer centricity is the practice of prioritizing positive customer experiences over salesdriven approaches. A customer centric culture heavily focuses on anticipating customer needs and acting on them. In a customer centric company, all critical decisions are made with the customer as the core priority, and every interaction is crafted with the customer’s comfort and desires in mind.

The benefits of a customer-centric business model go beyond customer happiness and satisfaction. If implemented correctly, customer centricity can lead to:

? Improved operational efficiency;

? Reduced costs;

? Increased sales;

? Strengthened customer loyalty;

? Enhanced brand reputation;

? Competitive advantage.

A customer centric approach puts a customer at the heart of all operations and workflows. As a result, all products and services offered are guaranteed to align with the customers’ needs and expectations, making the customer feel heard and understood.

ACHIEVING CUSTOMER CENTRICITY IN 8 STEPS

The best advice I can give is always to have your customer in mind whenever you create a new product, change your branding, or build a different marketing strategy. No matter what you do, think about your client base first. If that sounds

too general, let me elaborate and give you some tips that can help make the transition to customer centricity much smoother. Here is what you can do:

1. Hire the right people

In a customer centric company, every one must stay on the same page, especially when it comes to skills and mentality. Customer centricity is heavily based on good communication skills, the ability to empathize with different people, and being ready to show initiative and open mindedness.

When hiring, pay attention to your candidates’ personality and skill set. Do they align well with your workplace environment and corporate culture? Do they share the same core values as your employees? Pay attention to the candidate’s traits and behavior, not just years of experience and previous roles.

2. Don’t stop at the buying stage

It’s great when your customer has a care free shopping experience, but it is better to offer more than just that to guarantee they come back. Nobody wants to say goodbye, right? As stated in the book Marketing Metrics1, the chance of making a sale with an already existing customer is 60-70%, compared to 5-20% for finalizing the sale with a new lead.

Think about the unique benefits your customers might get if they continue using your products or services. What can you offer them? Some examples of benefits are seasonal offers, giveaways, discounts, and loyalty programs. Some businesses offer free subscriptions or products if customers make a purchase, while others give out secret promo codes if you sign up for their newsletter, refer a friend, or follow them on social media. There are a million ideas out there, so just do some research and build the best experiences tailored for your audience.

3. Know what your customer needs and wants

When you think about your brand, what’s the first thing that comes to mind? Is it just a provider of services or products, or something more? A customer centric business focuses on turning its brand into a platform for people whose needs and wants will be heard. Analyze the mar ket regularly to see current trends and understand what your clients are looking for. And once you do, position your brand as the one that can satisfy their wants and needs.

4. Personalize customer journeys

76% of customers say they are more likely to purchase from companies offer ing personalization. Personalization can be brought to life in numerous ways; it’s not just about automatic recommendations or quick conversations with chat bots. Using modern tools and AI powered technology, you can gain unique

insights into customers’ feelings, desires, and emotions and create highly persona lizedcontent or offerings on the fly.

However, it is not just about the best tools and software. Sometimes, it takes a little creativity and readiness to stand out and find the right approach for each customer. For example, Starbucks is well known for its customization features, allowing everyone to mix various ingredients in the drink. Paired with a rewards program, Starbucks offers their customers a unique experience that’s not just about enjoying coffee but getting the perfect drink to suit their taste.

5. Make your brand easy to reach

One of the main factors that can make your brand stand out is openness to con tact. Make sure that your customers can contact you through multiple communication channels, such as email, phone, live chat, and social media. If possible, make your customer service available 24/7 and hire a specialist (preferably one for each communication channel) to take care of all questions and issues right away.

6. Prioritize your relationships with customers over sales

According to Salesforce2, 91% of customers are more likely to purchase again from a brand that provides a positive experience. Customer centricity comes from viewing clients as individuals and not as a source of income. Being honest, respectful, and truthful with your customers will make them feel valued and understood, increasing customer satis faction and loyalty. Make every interaction count by caring about your customers and focusing on the quality of those interactions, not the quantity.

7. Foster a customer-centric culture in your workplace

A customer centric business is one that prioritizes its customers in all aspects, both internal and external. It’s impossi ble to make your employees more atten tive to customers and mindful of their wishes and needs if they don’t have a cus tomercentric mindset at work. Start with turning your workplace into a space where everyone feels comfortable and happy. It’s easy to do the minimum while demanding the maximum from your team, but if you strive for impressive results, consider your team’s wellbeing and wishes as much as customers’.

8. Gather feedback

How can you stably ensure you deliver just the right thing to your customers? Even after analyzing the market, some thing could still be missed. This is why it is crucial to conduct surveys and questionnaires – your customers are the ones who can best help you improve your products or services. Many companies take it a step further and run different types of surveys, some of which are always available (such as general feedback, levels of satisfaction with the brand, etc.), and some are conducted occasionally and have more specific questions about customer care, brand image, and certain services and products.

CLOSING THOUGHTS

The future of business is customercenered; that’s a fact. The demand for personalized customer service is continuously growing, and more and more customers are starting to notice how attentive the businesses they work with are. Personalization is the new black, and the sooner you implement the customer centric business model, the better.