What is Customer Centric? | Place the Customer as the Main Axis


What is customer centricity and why should you implement it? Often, companies don't think about customer experience as they focus on perfecting the features of the products or services they offer. However, as time goes by, it becomes more valuable. In fact, ensuring consumer satisfaction will help the company succeed in markets that are increasingly competitive.

In this way, customer centricity is an essential methodology today to achieve better results with the target audience. So, dedicate your attention to details such as personalization, immediacy and connection to be closer to consumers. Next, we will tell you the step by step to be successful when carrying out a customer centric strategy . Take note!

What is customer centric ?

The meaning of customer centricity is related to the focus on customer experiences. In fact, the objective of this strategy is to place the customer as the main axis within a company, which allows better results to be obtained from their opinion. Thus, a company encourages sales growth through a process of satisfaction and commitment to consumer needs.

Even, according to a Microsoft report, we can affirm that: " 96% of customers say that customer service is important when choosing their loyalty to a brand ." While research by Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not customer-centric.

Taking this into account, customer centricity is a concept that goes hand in hand with the ability to design positive experiences to guarantee significant long-term results. As a result, the company aligns each of its actions and tasks towards the client. So that the culture, administrative activities and overall internal processes focus on promoting long-lasting and profitable customer relationships.

How is customer centricity measured?

Customer centricity is an incredible tool to analyze the benefits of customer loyalty. For this reason, it has become an indispensable element for organizations, especially to improve their sales, since the brand becomes a reference for consumers.

Taking this into account, it is essential to be clear about the objective of the strategy and monitor the performance of activities to check how close or far one is from the objective. Among the metrics to frequently analyze, we suggest:
  • Cancellation rate or Churn rate: It is an indicator that represents the number of cancellations of a service or contract. This will help you know the abandonment rate and the number of new customers you should attract.
  • Net Promoter Score (NPS): This metric is related to consumer satisfaction, organizing them into categories such as brand promoters, neutrals and detractors.
  • Lifetime Value (LTV): indicates the company's profits around a specific customer. That is, the sum of the profits that the user generates for the business since they joined the brand.

What is the importance of the customer-centric approach?

Learning what customer centric is will be the key to positioning your company in the hearts of consumers. Today, there are countless brands available on the market, which is why increasing customer satisfaction has become a real challenge for companies.

However, the approach of a customer-centric strategy allows the brand to drive the loyalty of its consumers through strong relationships to satisfy their needs, wants and interests. Thus, customer centricity increases the chances that consumers become promoters of the brand, reaching new audiences through their recommendation.

Therefore, it is a methodology that adapts to the different objectives of the business world, both to generate income and to expand the customer network on a daily basis. Likewise, by applying a customer-focused strategy, the customer life cycle is extended, since it does not end when a purchase is made. On the contrary, the value this user provides becomes more profitable as time passes.

How to make customer centric?

Do you want to captivate a client and don't know how to do it? The customer centric strategy is focused on improving the quality of customer service based on the recognition of the user's needs and desires. For this reason, below, we present the key steps to change the management of your audience and become a company with loyal and happy customers.

1. Listen to your customers

The customer-centric strategy approach seeks to address customer needs through the company's culture. In this way, the organization is committed to knowing the needs of the public to anticipate them. As a result, consumers will identify that the company cares about their needs, interests and aspirations.

Furthermore, by implementing active listening within business actions, an improvement in public satisfaction is seen. Therefore, it is vital that the organization knows the profile of each customer and puts together sales strategies based on the information collected. Once you research the customer and finish your search for information, you will have the solution to bring greater value to their lives with your offer.

2. Create a collaborative work team

As an organization understands the concept of what customer centric is , it will be necessary to implement an approach with the members of each department. In this sense, you will have to guide leaders to make decisions based on the data obtained from the user. From this, the organization will direct its efforts to positively impact the consumer.

In this way, the work team will be focused on providing the best possible experience to the client, since they know their desires, goals and behavior in depth. Therefore, before starting your sales strategy you must interact with the different work teams so that they are aligned with what the customer centric vision implies.

Thus, all service areas will work in a coordinated and productive manner to overcome market challenges.

3. Invest in loyalty programs

Serving customers is a task that requires much more than knowing the concept of customer centricity . In fact, it is worth implementing retention and loyalty strategies to enhance customer commitment to the brand. Therefore, we recommend that you include in your business plan activities focused on generating value for customers so that they feel part of the brand.

Likewise, it uses different communication channels to promote the construction of a relationship between the company and the consumer. Remember that links are the most important thing and will allow the public to live pleasantly around the products or services you offer.

4. Promotes interaction between customer and brand

Learning what customer centric is will allow you to build solid relationships that provide value to both customers and the brand. So it is advisable to organize events that help you approach and meet potential clients. As a result, you will be able to design a channel that increases brand affinity and provides the space to obtain feedback from the audience.

Taking this into account, no matter what medium you use, you must promote interaction with customers. So, make sure you leverage your audience and ask the right questions to ensure your goals are met. For example, among the questions you can ask we find:

  • What expectations do you have?
  • What is the need that our product solves?
  • What do you care about?
  • Would you improve something about our offer?

5. Collect customer feedback

Another important step that you have to implement to create a customer-centric strategy is to collect all customer information. In this case, there are different alternatives to obtain this type of comments and/or feedback, such as, for example:
  • Forums and events
  • Messages in applications or social networks
  • Phone calls
  • Text messages
  • Email
  • Surveys, among others.
However, to be successful in this management, each department must know the research techniques to relate the results according to the required information. Remember that the objective is to collect quantitative data to compare it with internal processes and improve the commercial proposal.

6. Offer quality customer service

The main objective of learning what customer centric is for companies is to know the consumer to differentiate yourself from your competitors. Therefore, customer centricity is the perfect tool to invest in the service so that the customer has a pleasant and beneficial experience. Because of this, when making a purchase, customer service must provide added value that enhances the consumer's desire.

That is, good service will speed up the purchasing process, since the customer identifies that the offer solves their problems quickly and easily. On the other hand, this is a resource that demonstrates the company's interest in user satisfaction, which increases brand perception. Foster an organizational culture focused on continually improving customer experiences!

7. Personalize the service

To be successful in a customer-centric strategy , it is necessary to know very well the customer segmentation the company is targeting. This is because to have a good sales process, the service must be personalized according to the public's demands. In fact, personalization ranges from direct communication with customers to marketing campaigns.

In addition, developing a personalized strategy will allow you to increase the trust of your customers. For this reason, your company must be adapted to provide all the comforts to users while maintaining a close relationship. In this case, the company facilitates the user's tasks to strengthen the relationship between both. For example: offering 24-hour support or putting you on a list to notify you when products arrive.

8. Train your team

One of the best ways to guarantee the success of a customer-centric strategy is to train the work team to have better results. So, look for training tools so that workers have the ability to solve problems immediately and efficiently. Thus, the opportunity to eliminate tedious and bureaucratic decision-making processes.

On the other hand, make sure to clearly define the role of each employee within the company so that their functions align with the business objective. That way, you can leverage organizational resources and creativity to design efficient, high-quality customer service processes.

We suggest you include courses and training at least once a month during the work day to take advantage of this space and compare progress according to the results obtained with monthly clients.

9. Use customer service tools

As you learn what customer centric is , you will understand that the audience's experience is an important factor in closing sales. Therefore, to have greater control in management, it is convenient to use technological customer service tools. In this case you can implement CRM software to collect your customers' data and analyze it based on sales.

Likewise, by having these customer service tools in your company, you help both work teams and consumers. In this case, employees obtain better organization and visualization of active customers, while the consumer can have better advice when making a purchase.

Without a doubt, installing software will allow you to manage the relationship with your customers and know purchasing trends to keep them happy. Furthermore, thanks to the fact that it collects everything in one place, the information will always be up-to-date and can be viewed in real time on all types of devices by any member of the organization.

10. Monitor performance

Finally, beyond knowing the concept of what customer centric is , it is essential that you be clear that what is not measured does not exist and cannot be improved. Therefore, we recommend that you monitor the performance of your strategies. Keep in mind that this activity must be carried out regularly and constantly to establish continuous improvement processes in the service.

However, your goal should be related to actions that result in much more than just a purchase. 

That is, do not lose sight of your reputation as a company or the well-being of your employees. Remember that these elements are also determining factors in a purchasing process, since they influence the emotions of the consumer and in this case the seller.

Final words

A business that focuses on the customer has the possibility of obtaining significant benefits in the short, medium and long term. Without a doubt, understanding the motivations and needs of the public is one of the easiest and most effective ways to position yourself in the market.

Now, this is only possible if the customer centric strategy is implemented correctly. Indeed, it is the ideal tool to increase the company's profitability, promoting the brand values ​​and the importance of listening to the customer. Without a doubt, this approach is decisive when looking for clients to retain them in the company under the premise of making them happy and promoting their loyalty to the brand.

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