According to surveys, the customer experience has a higher decisive value than price or product quality for 8 out of 10 consumers. Another relevant fact is that 86% of them are willing to pay more to have a good service at all points of contact with the brand. In practice, this means that companies that prioritize the Customer Centric strategy are much more likely to thrive in a demanding and highly competitive market.
That’s because the concept aims to centralize the entire strategic planning of an organization on customer satisfaction, in order to constantly increase the loyalty rate, sales and profitability.
We developed this article to help you understand even more about what Customer Centric is and how to implement it in your business. Check out:
Sumário
What is Customer Centric?
Customer Centric, which in Portuguese means “centrado no cliente”, is a term that refers to companies that place consumers as their main focus in the creation of planning in the most diverse areas. In other words, it is not an action carried out only by the marketing and sales sectors, for example, but it involves the organization as a whole.
In practice, this means that everything that is done in-house should aim to create a satisfying experience for the target audience. This involves from the first contact to the relationship along the purchase journey and post-sales.
By choosing to follow this strategy, it is possible that the organizational culture of the business will need to undergo profound changes, as in addition to saying that the customer comes first, it is necessary to make them feel that way.
Although any cultural change requires a good deal of effort, the task is certainly rewarding, as Customer Centric not only pleases consumers but also drives teams.
Proof of this is a survey by SurveyMonkey.com, which shows that 83% of employees who work in customer-focused organizations feel confident to say that they will continue working there for at least two more years.
What are the advantages of Customer Centric for your company?
Adopting Customer Centric as a strategy can bring several benefits to your company, such as:
- Increased competitive advantage;
- Greater customer satisfaction and retention;
- Reduction of CAC;
- Increased average ticket and lifetime value;
- Customers become brand promoters;
- Strengthening the brand image in the market.
As you can see, Customer Centric does not only bring benefits for customers, who will have a much more pleasant experience, it is also reflected in advantages for companies!
With that in mind, we’ve put together the main steps for your company to adopt this strategy!
Step by step to adopt the Customer Centric strategy for your business
fter understanding what the concept of Customer Centric is and the importance of adopting it, the time has come to show the necessary steps for this to happen within companies. See what they are:
1. Collect customer data constantly
There is no way to implement a Customer Centric strategy without knowing your customer in depth. fter all, it is necessary to understand their characteristics, desires, pains and needs, in order to create actions that meet exactly this profile.
A tip to achieve the goal is to use Customer Relationship Management systems, or Customer Relationship Management (CRM). These centralize and integrate all aspects of the relationship with consumers, including contact histories, registrations, customer service, sales, marketing, technical support, customer service, among others.
Thus, the company has greater control and organization in relation to Customer Centric processes. Furthermore, only with a complete analysis of the consumer profile is it possible to customize the actions.
2. Share a consumer-focused culture across the company
Customer Centric depends on a culture that values the customer experience. Therefore, it is essential that the company invests in sharing this purpose in all areas, whether through leaders who understand the importance of the strategy or through internal communication actions, implementation of policies or training.
It is essential to make everyone aware of the importance of valuing the consumer, how this can be done and in what ways it can positively impact the organization.
3. Facilitate communication between company and customer
The more efficient thecustomer service strategy in terms of process optimization and agility, the better. To be clearer: when a company facilitates communication with its public, as well as offering autonomy to the teams, it is automatically contributing to the good performance of Customer Centric.
4. Review customer feedback monthly
As important as monitoring performance indicators that show business results is paying attention to customer feedback. Reviews, complaints and responses to satisfaction surveys, for example, must be reviewed monthly.
The reason is that the company follows closely the success of Customer Centric, evaluating which processes are having good results and which ones need to be readapted to improve performance.
5. At all meetings, bring questions about the customer’s point of view.
There is nothing more natural in a customer service strategy than putting you at the center of the action. Therefore, talking about the customer, their desires and needs, should be an agenda at all the organization’s meetings, as they are the main guide for strategic planning, debates and execution of the actions discussed.
Adopting a consumer-focused posture generates transparency and a more loyal relationship with customers, which is reflected in increased sales and profitability. Now that you know where to start, you can start adopting Customer Centric in practice.
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