Customer experience is one of the things that determine to a large extent, how well your business does in the market place. Simply put, without customers, you don’t have a business. “Customer-centric” is a term that refers to the way you do business with your customer in a way that provides a positive customer experience before and after the sale in order to drive repeat business, customer loyalty and profits. A customer-centric company is more than a company that offers good service.
The importance of building a customer-centric business is that it continues to grow. So, in essence, it’s your customers who’re running the show, making you profits and paying the salaries of your employees. In return, they rightly expect you to care about their problems, work hard on creating products that make their lives easier and staying alert in resolving any bottlenecks in their path to success.
This is what customer-centricity is all about. A customer-centric organization is one where every process starts and ends with customer satisfaction in mind. It’s a culture and not an event. An ideology, rather than an isolated action.
Customer Experience Management is one area that when keenly looked into, can easily allow your customers to become loyal and not only that, turn them into high paying customers and referral generators. How you treat one customer while they purchase a product from you, or during a service you render to them would show how customer-centric your business is. What a nitro boost is, to a race car, customer experience management is, to your business. The customer journey is not just the customer’s experience during the period of purchase – No, instead, it refers to the customer’s experience from the point of contact to the post-purchase service rendered. This needs to be strategically taken care of.
Customer centricity is often considered a subjective topic that cannot be defined and tracked in clear terms. Training your staff on human management and customer engagement would definitely bring long-term monetary and branding benefits that are well documented.
Starting with your company values, you need to create an environment where every employee in your company takes customer satisfaction into consideration before making any decision. By making this a part of your employee appraisal and reward system, and by making your higher management employees lead by example, you’ll be on your way to creating a truly customer-centric organization.
Also, remember that it is not enough to have great customer-centric values, you must supplement it with the right tools and software to help manifest these values into tangible action steps. The reason is simple. A customer may not remember how good or bad your product or service was, but they’ll never forget how you made them feel.
Every customer is a being of emotion. Hence, you (and your staff) must take customer experience management very seriously. Failure to this why some brands have gone out of business.