In an Econsultancy study, 58% of businesses surveyed mentioned that being customer-centric is critical to establishing a truly digital-native culture. But interestingly, a Harvard Business Review article stated that only 14% of CMOs reported customer-centricity is a focus of their companies.
If you’re planning a digital transformation leap for your business, having a customer-centric strategy wrapped around your digital marketing strategy is essential. The technology must serve your customers’ needs and interests. They must see it as an enabler to facilitate their interactions with the business.
In this article, we point out the 4 steps to inspire and get you started.
1. It starts from within
At the heart of every successful customer-centric company are its people, owners and employees. Zappos, a leading customer-centric company, is known to fire employees if they do not fit its customer-centric culture. The “heartware” matters. It must be in the DNA of everyone working in the company to put customers first.
2. Know thy customer
For any relationship to flourish, knowing the other party is important. To borrow a practice from the realm of customer service, anticipating a customer’s needs and wants makes for great customer experience. While there are countless templates and guides to help you create your buyer persona, it is more fruitful to invest in business intelligence and consumer research to get-up-close-and-personal with customers. Knowing their digital footprints alone isn’t sufficient. You risk over-extrapolation or generalization.
3. Spread the word
Too often, insights about customers are kept on a need-to-know basis. They aren’t shared across the organization. This is foolish prudence in the management of vital insights. If you have successfully created a customer-centric organizational culture, it is important for everyone to know the company’s customers well. In today’s workplace environment, everyone will have some form of interaction with customers. Unless they know the latter well, they risk missing the mark in delivering the right customer experience.
4. Build customer experiences to endear relationships
From securing more customers, increasing sales to encouraging brand advocacy, having a great customer experience or journey is held to be a major contributor to the sustainability and profitability of a business. We agree! At the same time, it is a myopic appreciation of the strategic importance of customer experience.
The primary focus of building great customer experiences is to build endearing brand-customer relationships. This is the magic potion to be concocted in the strategic business plan to drive growth. When realized, expect increased customer participation or involvement in your brand’s or business’ well being. This is an emerging barometer in marketing, that is, customers who love your brand so much they care to participate in its future. Social media has made this possible.
Thanks to digital technology, an outstanding winning customer-centric experience is only limited by your imagination. Success comes to companies that observe a simple rule: customer needs and interests first, technology next. The latter must serve the former to create the desired relationship. To enjoy similar success, speak to our digital marketing consultant at vLinkD today.