Know your customers, really?

Sometime during the pandemic (2022), with my focus on continuous learning, I completed my Professional Diploma in Customer Experience (CX), from the CX Academy, Ireland. The framework to “bond with your customers” has an important pillar, namely- You Know me.

KYC means Know Your Customer and sometimes Know Your Client. KYC or KYC check is the mandatory process of identifying and verifying the client's identity when opening an account and periodically over time. In other words, banks must ensure that their clients are genuinely who they claim to be. That’s a typical transactional definition, which only looks at compliance, more valid for a BFSI domain.

You know me is more focused on Treating customers as individuals, like human beings.

Its no more an account number, an insurance policy number & it never is your unique mobile number. Ideal scenario its about collecting data at different stages of journey, analyse social media posts & listen through contact centre conversations to ask your self some of these questions: -

• Do we give every customer a warm welcome and treat them like an individual?
• Do we make our customers feel special and important, that they are the only customer we have?
• Do we give our customers what is best for them, based on their needs?
• Do we use the understanding we have of our customers’ needs to recommend relevant, specific products and services?

?

By leveraging customer data and identifying customer needs, organisations can design experiences that address those needs. By getting to know their customers and being mindful of the business context, organisations can implement CX strategies that bond customers at an individual level during the end to end customer journey. Organisation train employees to identify different personas, their individual customer needs and empower them to deliver the best experience seamlessly across channels, that may result in customer gratitude.

Take a minute & ask yourself do you really know your customers?