How to Create a Customer-Centric Strategy For Your Business

How to Create a Customer-Centric Strategy For Your Business

Customer-centricity as a business strategy has evolved from
being solely about answering customer calls and resolving open
tickets.�

At its core, it requires businesses to embrace a change in
mindset and approach when dealing with customers. It’s all about
prioritizing customers to deliver an extraordinary experience
across touch-points in a customer’s journey.

In this blog, I will look at what it takes for businesses to be
ruthlessly customer-centric and leverage its benefit. Let’s start
right away.

Top 5 strategies for a customer-centric business 1. Make Live Chat
at the Heart of Customer-Centricity

“Using live chat can lead to an 87% increase in website
conversions.†– Acquire

Once considered to be a nice-to-have, the live chat feature has evolved into a necessity for
businesses that wish to cater to their customers 24x7x365.

The idea is to offer speedy, effective, and real-time support to
users at the click of a button. Each time a user lands up on your
website, they can be greeted with a warm, friendly message that
encourages the customer to reach out should they have any
queries:

Live-Chat-Lies-at-The-Heart-of-the-Customer-Centricity

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Source

That’s not all. Live chat offers a host of wide-ranging
benefits such as:

  • Connecting with website visitors instantly for seamless
    support.
  • Qualifying and nurturing quality leads by gathering basic
    information such as name, email ID, etc. through the use of 24/7
    forms.
  • Targeting the chat to potential leads and offering useful
    deals, information, and reviews.
  • Helping customers take relevant actions on the website, for
    instance, scheduling a demo, subscribing to a newsletter, among
    other things:
Acquire-All-in-One-Live-Chat-Functionality
  • Enabling agents to interact with customers in the right context
    and with updated information at all times:
Acquire-Interaction-Timeline-Chat-Session

All in all, the live chat feature can accelerate your efforts
towards creating a customer-centric strategy for your business,
that too, in a cost-effective manner. Need we say more?

2. Use Data to Drive Informed Business Decisions

Gather-Data-to-Drive-Informed-Business-Decisions

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What does putting your ‘customers first’ truly mean? Is it
simply about churning out products/services that can cater to the
masses? Or is it about giving customers exactly what they want in a
more customized capacity?

I’d bet on the latter. The first step towards establishing a
customer-centric strategy is to get to know your customers – from
understanding their needs and wants to identifying their
pain-points and purchase history.

This can be done by analyzing real-time and insightful data from
diverse platforms, sources, and channels where your customers get
to interact with the company. Here’s how the process works,
summarized in four interconnected steps:

  • Collect audience data via diverse channels and platforms
    (think: website, app, social media, etc.)
  • Organize and create custom segments to filter the target
    audience.
  • Identify customer buying and behavior patterns in your
    data.
  • Convert audience insights into actionable takeaways.

3. Disseminate the Information Gathered to the Right People at the
Right Time

“Why do so many companies struggle to get customer-centricity,
right? The volume, velocity, and variety of customer data that now
exists overwhelm many organizations. Some companies don’t have
the systems and technology to segment and profile customers.†–
Harvard Business Review

It’s not enough to gather all the data and let it sit on your
virtual screens. The data is useless if it’s trapped in silos and
not shared with the right teams. In this respect, customer-centric
tools can come in handy.

By using these innovative tools, the content can be located in a
centralized dashboard, allowing people to access the data anytime
they need, that too, with complete context. These super-useful CRM
tools offer up-to-date data at hand, which you can use to drive
relevant and customized marketing campaigns and boost user
engagement as well as brand loyalty. A win-win for all.

4. Anticipate Customer Needs and Strive to Push the Envelope

Much has been spoken about how customer-obsessed companies need
to preempt customer needs before they even arise. Global figures
such as Steve Jobs, Henry Ford, etc. have sworn by this
principle. 

Simply put, in today’s competitive business environment,
companies need to anticipate customer needs instead of offering
customers what they want after the user demands it. In other words,
businesses need to go the extra mile and spend time on
understanding future trends and usage patterns.

Based on years of data that your organization collects on your
ideal customers, it is possible to anticipate the future market’s
needs and drive innovation at an unprecedented scale. Other
time-tested ways of preempting customer needs include:

  • Gathering knowledge from industry research and trend
    reports.
  • Consistently following reviews and influencers in your
    domain.
  • Leveraging real-time tools and analytics to chart out trends
    and patterns.
  • Taking advice from professional and seasoned advisors.
  • Constantly asking the right questions and seeking customer
    feedback about past purchases.
  • Iterating as often as needed.

5. Collect Customer Feedback and Iterate, Every Step of the Way

Frequent and consistent feedback gathering is a great way to
stay in tune with your customer’s needs, requirements, and
wishes.

Luckily, in today’s digitally-connected world, there are
numerous ways to amass user feedback such as via online surveys,
emails, SMS, phone calls, in-app messages, social media platforms,
etc.:

Collect-Customer-Feedback-and-Iterate-Every-Step-of-the-Way

Image Source

The idea is to gather qualitative feedback and loop the insights
into your product/service’ road map and business goals. This kind
of proactive feedback mechanism will make the customers feel
valued, and above all, heard by the brand (quite literally).

One handy piece of advice: Whenever you’re drafting any kind
of feedback mail/survey, try to keep it short, focused, and
simple. 

Final words

“Client-centricity is the most important factor in a
successful business digitalization since client-centric companies
are 60% more profitable compared to companies not focused on the
customer†– Deloitte

The need of the hour is to build a ‘customer-first’ ethos
into your everyday operational strategy. It is important to
remember that a customer-centric culture cannot be built upon
one-off email campaigns.

Organizations need to prioritize customers throughout the
customer life cycle, deliver on their needs, and place customers at
the heart of their operations, one interaction at a time.

Guest author: Srushti Shah is an ambitious,
passionate and out of the box thinking woman having vast exposure
in Digital Marketing. She is working as a Digital Marketer and
Content writer at Acquire. Her key focus is to serve her clients
with the latest innovation in her field leading to fast and
effective results. Working beyond expectations and delivering the
best possible results is her professional motto. Other than work,
she loves traveling, exploring new things and spending quality time
with family. Reach out to Srushti Shah on Twitter or LinkedIn

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For Your Business
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