Much is said in business schools about customer-centric experiences, yet few companies actually take action. According to a 2016 study by Accenture , although 83% of managers cite the user experience as a strategic priority, only 23% take actions to improve it. Successful Customer-Centric Strategy
And that what is lost along the way is not exactly futile. The aforementioned study revealed that 61% of customers abandon companies due to inefficient service and according to another Capgemini study, 81% of customers would be willing to pay more for a better experience.
Why is a customer-centric strategy essential?
Consumers have become more demanding, so companies must design relevant, compelling and engaging experiences to earn their loyalty.
Putting the user at the center allows you to know if your customers are really satisfied with your product or service; improve those elements that generate dissatisfaction and connect your brand objectives with each moment of your customer in their purchase cycle, among others.
In this way you will not only be able to attract and convert, but also that your customers are loyal to your company and above all promoters of your products and services.
How to define a customer-centric strategy?
The first thing you need to do is break your echo chamber and change the chip and understand that this is no longer about sales or market shares or your product. The goal here is to create a lasting, positive, and personal relationship with your client.
How? Putting the client at the center, that is, listening to them, responding to their needs – even emotional ones – and making sure to connect with them as an individual.
For companies this is a huge challenge, because it means a strategic change that affects the entire company. It is for the brave, for those who seek magic.
If you keep the photo of Steve Jobs as a guru in a drawer of your office, this strategy may not be yours (be careful, it’s not that we don’t admire Apple, but we do know that there the product – not the consumer – is king) . But if Jeff Bezos and Amazon get you excited, these are the points to keep in mind.
Involves the entire company
A customer-centric experience is not up to the marketing or sales department. It has to be driven from above and involve all departments of the company. A single team with a single objective, integrating all sensitivities.
Individual profiles, not generic
Generic profiles have gone down in history. It is no longer valid to design an experience for all millennials between 27 and 30 years old from the upper-middle class with an affinity for your brand. Now it’s about Pedro, Aude, Tim, Astrid …
Omnichannel experience and throughout the cycle
Forget about focusing only on the digital world, or ignoring it because in reality yours is a physical product.
The customer experience is already omnichannel and its life cycle corresponds to more than the moment of the transaction. Design strategies for each of the steps in this cycle and create experiences for all channels.
Active and real listening
Listen to your customers and their needs. But really listen. And then look for innovative solutions that meet those needs.
Monitor their experience on a regular basis, share this information with all directors and levels of your company and use it to create a better alignment between business and customer.
It’s not just a matter of technology
Take advantage of the possibilities that new technologies offer: augmented reality, virtual reality, machine learning, business intelligence. But don’t lose the north. Technology alone is not enough.
Ah! To end an important note. Read this understanding customer in the broadest sense of the term. This is valid for B2C and B2B. So don’t think that it doesn’t suit you. Successful Customer-Centric Strategy