Why talk about “customer centric”?
The customer is at the center of your activity. You know it. In this sense, it is up to you to give it the place it deserves within your organization. With the great evolution of marketing towards digital, you must bet all the more on a “customer centric” strategy. This expression is simply used to explain that the customer is at the center of concerns. In other words, the unit of reasoning is no longer the product, but the consumer. For example, it is no longer a question of listing the functionalities of a product, but rather of speaking in terms of benefits for customers. Your positioning and your corporate culture will then adapt to this change.
In this way, it is obvious that the “customer centric” approach seeks to optimize satisfaction on all points of contact. Being focused on customer satisfaction is central throughout the customer journey and it is above all a process that encompasses all of a company's services.
Why become “customer centric” in 2017?
#1 – Develop your turnover
By thinking in terms of benefits for the customer rather than in terms of product functionalities, you respond much better to consumer expectations. In this way you push more easily and more naturally towards conversion by providing people with what they want and by proposing the perfect answer to their needs.
#2 – Understand new market expectations
Being focused on your customers allows you to better detect their expectations and thus adapt your solutions. In this sense, you are much more reactive in the market. You manage your business much more productively since you discover the most promising niches before your competitors.
Being “customer centric” also corresponds to the idea of listening widely to what people are saying about you. Make smart use of reviews and other customer feedback, whether positive or negative.
On the other hand, work on your customer file in order to segment the different profiles in a relevant way. Some customers must be given special attention compared to others (some are perhaps more profitable than others, for example).
#3 – Develop behavioral loyalty
By focusing on your consumers, you are betting on maximizing customer satisfaction. By listening to what your customers have to say, you optimize the purchasing process, a central element in the development of a loyalty logic. In this way, you increase the number of regular consumers of your products and thus boost your ROI (return on investment).
#4 – Become essential thanks to an optimized positioning
Using a “customer centric” approach allows you to differentiate yourself from the competition. Indeed, they are still only a few to bet on such a strategy. Making your customer relationship an essential aspect of your positioning will allow you to focus on key success factors that are still not very widespread.
#5 – Improve the customer experience
By thinking "customer first" (consumers first), you gradually manage to develop a unique and pleasant experience for consumers and this on all points of contact. This is how Internet users, satisfied, will think of coming back to you and will talk about you around them.
#6 – Create links and boost engagement
A “customer centric” approach is also linked to the idea of including the consumer. For example, you can create a connection by involving customers in your content marketing. Invite Internet users to write about you (blog articles, reviews on your site or on social networks, etc.). The watchword is “interaction”. Interact with Internet users. Relay advice on your social networks, by email, etc. in order to create commitment.
To conclude, being "customer centric" is a state of mind to establish in your company. All of your employees must share this value. Change your business by learning from your customers!
