In today's fast-paced landscape one business strategy that shines as a North Star for success is customer - centricity.
I recently watched a masterclass with Janine Allis in which she promoted ‘Being customer led’ as one of her key principles for success in business. This concept got me thinking. In a world where we’re constantly asked to compare ourselves to others and therefore in business tend to place a skewed priority on our competition, we tend to forget about the value that can be obtained by analysing those who have already purchased or interacted with us. It’s no secret that acquiring new customers costs a load more and is much harder than retaining existing customers, so we should be placing a larger proportion of our focus here.
Being customer-led is more than a trendy buzzword; it's a mindset and when embraced, it can transform any business into a thriving venture.
A simple way to bring this concept into your everyday is to add a question into your decision making process. Give it a try. In every meeting, call, or internal interaction ask yourself or your team ‘how is this going to help our customer?’ This will give you a good gauge of how customer-led your business currently is, and start to get your customers and their needs into the forefront of your daily operations.
Here are some other areas you can focus your attention on to become more customer-centric:
Personalisation at Every Touch Point
Personalisation is an essential element of any customer-centric approach, and it plays a pivotal role in ensuring the success of a business. Why is it so crucial? Well, every customer is unique, with their distinct preferences, needs, and goals. By implementing personalisation, you can tailor your products, services, and interactions to suit these individual preferences. This not only enhances the customer's overall experience but also fosters a deeper connection and loyalty.
To implement personalisation effectively, you should utilise your data analytics to gain insights into customer behaviour, create customer profiles, and use this information to offer customised recommendations, content, and experiences. Whether it's addressing customers by their names in emails, suggesting products based on their past purchases, pre-populating data in forms or tailoring services to their specific needs, personalisation is the key to making every customer feel valued.
Removing Friction from the Customer Journey
A successful business must prioritise a seamless and hassle-free customer journey. The customer journey encompasses every interaction, from the initial inquiry to the final purchase or engagement. To be customer-led, you must consistently identify and eliminate sources of friction.
Friction can be anything that hinders or frustrates your customers. It may be a complicated ordering process, unclear billing procedures, ineffective communication channels, or a lack of support and information. By addressing these pain points, you make the entire experience smoother and more enjoyable for your customers.
Consider investing in user-friendly software and tools that simplify ordering, payment, and communication. Streamline your processes to make it effortless for your customers to access your products or services. The easier and more enjoyable their journey, the more likely they are to remain engaged and satisfied, which ultimately leads to your success.
Getting Feedback from Customers
Feedback is the lifeblood of any customer-led business. To achieve success, you must actively seek and embrace feedback from your customers. This not only helps you understand their needs better but also demonstrates your commitment to their satisfaction.
You can easily create channels for feedback, such as surveys or polls on your social channels or you can send direct via email. Plus you can encourage your customers to share their thoughts, concerns, and suggestions by offering future discounts or offers. Constructive criticism is invaluable and can help you drive positive change in your business. Using this feedback to adapt your products or services, address issues, and refine your approach is key. Once you have feedback, you must act on it, this really shows customers you care and take their feedback seriously. Which ultimately leads to increased loyalty in your business.
Furthermore, make sure you publicly acknowledge and celebrate your customers' successes. Sharing their achievements not only boosts their morale but also showcases your business's effectiveness to others. Word-of-mouth recommendations from satisfied customers are one of the most powerful ways to attract new customers and grow your business as they validate your product or service with social proof.
In conclusion, I firmly believe customer obsession is the path to success in any business. By prioritising personalisation at every touch point, removing friction from the customer journey, and actively seeking feedback from your customers that you then act upon, you’re demonstrating a deep commitment to their happiness and satisfaction. In return, your customers are more likely to become loyal advocates and help you reach new heights of success.
Give it a try and let me know how you get on. And if you’d like to discuss how your business can become more customer-centric don’t hesitate to get in touch and book a call to discuss some ideas.
