What is your company’s primary focus? What is your honest reply? Many sincerely believe that they are customer-centric or focused on the customers they serve—when, in fact, they aren’t at all.
Once you understand what a customer-centric company looks like, you will be better equipped to formulate a truthful answer. If you work at Amazon, stop reading here, I do not target you with this post.
So, what, exactly, constitutes a customer-centric company?
Know how it is to be them
A customer-centric company focuses entirely on the outside. They know how it is to be them (i.e. us, their customers) and it’s a natural way of working to start every prioritisation and task from the perspective of their customers.
Connect and interact
Your company must decide to play a vital role in your customers working lives. They must feel that they can rely on you, that you are trustworthy, that you serve a valuable purpose and that you make it easier for them to do their jobs and live their lives.
One way to do this is to provide a personalised approach and service. Amazon is my prime example of this, they make parts of my life easier by knowing a lot of things about my family and me, and they never sell, just make suggestions. Simply put, for me, they’re always relevant, based on my needs and they continually fulfil my expectations.
Customer-centric is culture
Culture guides all companies, a set of core values drive that culture, its behaviour, mindset, objectives, and all its actions. If your philosophy is not customer-centric, it’s highly unlikely that your company will be.
What this means is that everything you and your company do must be with the customers’ way of thinking in focus, whether it’s ensuring the right stock is on hand, availability, response times or taking the time to demonstrate a product’s feature. Each colleague plays a vital role in turning an abstract philosophy into a concrete reality and creating a culture focused on the customer.
Your guiding principle of customer centricity dictates what people to hire in the first place. And providing them with the training and support required to make customer-centric tasks an intrinsic part of their work is key to long-term success.
A customer-centric company recognises that it’s all the little things that make a big difference.
Does your company provide the expected interactions, transactions, services, content, functionality and necessary speed to satisfy your customers and to make or keep them as promoters?
As private consumers, we all like to be the focus of attention–and your customers are just the same.
When approached by someone we want to know what’s in it for us—and your customers are precisely the same.
And they do deserve your undivided attention.
They are your reason for success—give them the attention they deserve!
Is your company meeting your customers’ expectations?
A customer-centric company is driven by the urge to fulfil their customers’ expectations.
Do not try to exceed their expectations; their expectations are much higher than we understand. And the best way to surprise them is to fulfil their expectations.
Hopefully, you find above helpful. Feel free to contact me if you want to know more about what to start with and how.
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.