Every business or organization exists to fulfill some needs, meet particular demands or solve specific problems. At its core, every company exists because there are people who need its services. Without customers who are in need of your products or services, your business wouldn’t exist. In essence, the ones running the show are your customers, not your executives!
With this in mind, it’s only natural for your customers to expect an exceptional customer experience. Every customer has other options besides your product.
They can buy from a competitor. They can build their own solutions. Or they can just do nothing.
And this means that the most crucial part of engaging, converting, and retaining your customers comes down to the kind of experience you deliver.
They rightly hope you to meet their needs, answer their demands and do anything in your power to improve their experience with your company or brand.
It is what the customer-centric concept is all about. Running a customer-centric organization means starting every process in the company with customer satisfaction in mind. It is not an event, nor a department. It’s an ideology every employee has to adopt. It’s a culture in which to run your company.
Here are several ways to build a customer-centric culture in your organization:
Every Employee Should Be in Customer Service
Creating a customer-centric culture has to start with your employees. Each employee in your company should get customer service training because all employees need to know the right way to communicate with customers. They need to know how to express themselves, what sentences they should use and how to solve simple problems.
Opening a customer service department and training only the people in this department doesn’t make a company customer-centric. Everyone should be involved. Even though you might think some of your employees have nothing to do with the customers directly, there comes a situation when even the tech intern gets in contact with prospects or customers, and they need to know how to behave in such cases.
Customer Centricity is a Way of Life - Not a Concept
Your customers are the most crucial part of your business, they are the essence of the mere existence of your company, and everyone needs to put them first. You need to create a philosophy that states the importance of consumer satisfaction, and you need to make it official.
However, praising customer satisfaction philosophy out loud isn’t enough. You need to make sure those words are followed by actions. Educate your employees about the impact that this kind of customer-centricity can have on your bottom-line. And make sure that part of the story is about all the downfalls that come when you lose sight of the importance of the customer experience. Make people familiar with the statistics and give examples of companies that deliver outstanding customer experience.
Companies that are customer-centric have a remarkably higher appreciation among consumers compared to their competitors, according to Forrester’s Customer Experience Index. All of your employees need to be aware of this always.
Make Customer Experience a Priority
Customer issues can’t wait. Sometimes, sacrifices need to be made to deliver outstanding customer service. This might mean executives need to answer their emails on vacations, or that designers might need to think of new ways to satisfy customers needs. Customer satisfaction isn’t just a random statement that no one in the company should care about. It should be a priority for everyone in the company because customer satisfaction is directly tied to the revenue your company brings. There is no profit without happy customers.
Share Customer Success
The main difference between customer-centric companies and traditional organizations is the fact the relationship with clients doesn’t end with product or service delivery for customer-centric companies. Successful customer-centric companies are always concerned about the value they deliver to the customer. They want to know if the customer is happy with the product or service and they celebrate customer success. They also lend a hand when a customer finds it hard to get a 100% service value.
When a customer finds extra value from using your product or services, use that as a success story and share it with your employees. It should be their primary goal and is what you all strive for. Customer satisfaction should be celebrated and should have more value than celebrating revenue.
The North Star metric of the success of your business should be customer satisfaction, not revenue. Once all of your employees understand and accept this philosophy, revenue will come naturally, and as already stated, there is no profit without happy customers.