Customer-centricity puts your customer at the center of the organization and builds the business around them. Everything every employee does during their workday, is done to improve the lives of the customers. A wonderful way of building a business, but what processes need to be put in place to make this happen?
Granted, every company has a different focus and customer-centricity might not be yours. Perhaps innovation or budget have the highest priority for your brand. Improving the customer experience of your company will almost certainly require an initial investment which you might not see returned for many months. But if you want your customers to be delighted in a way that will keep them talk about your brand long after they've purchased, excellent customer service might just be the one thing to get you there.
When you start reading about customer-centricity, you will soon stumble upon the term culture. In order to build a company that is customer-centric, you need to first build a customer-centric culture. The first step in building a customer-centric culture is creating a hiring process that recruits and selects candidates who are naturally customer-oriented. These are people who thrive when they get the opportunity to make a customer’s day. They will also understand that customer-centricity is more than giving a customer what they ask for.
Another strategy for building a customer-centric culture is all hands support. Companies like Zapier make it mandatory for all employees (executives included) to spend time on customer support. Not only does this make the support better, but it also puts the customer top of mind with all team members.
Of course, you want the whole business to always keep your customers in mind, but appointing a customer’s advocate will help you go the extra mile. This individual (or even team) is responsible for always putting themselves in your customer’s shoes. It is their job to empathize with the customer and discover their true needs. They’ll also be the one to speak up when the rest seems to stray from the customer-centric path.
Appointing someone to put themselves in the customers’ shoes is great but they cannot read the customer's mind. To get a deeper understanding of how your customers feel, think and what they want, you will need their direct feedback. Survey your customers on a regular basis, don’t just rely on those customers who reach out to your support team. However, do keep in mind that what your customer says they want might not actually be what they need. And that is exactly what makes this work so complex and exciting.
Make buying easy
When you have the right internal processes in place to establish excellent customer experience, it is time to work on the external processes. Your buying and onboarding process is a crucial first step. If you lose them here, they're not likely to come back. Make sure your potential customers can easily find how and where to purchase. Have an easy payment system in place and in case contracts need to be signed, don’t make them print, sign and scan. Use an online signature solution. Your customers will be grateful and, quite frankly, so will you.