Author: Denyse Drummond-Dunn

In Today’s Competitive Market, AI is the Key to Winning Customer Loyalty

Posted on by Denyse Drummond-Dunn

If you haven’t already heard, AI is the key to winning customer loyalty today!

As the digital revolution transforms the business landscape, customers demand more from their interactions with companies.

They expect personalised, seamless experiences across all channels and touchpoints, and they want their needs to be anticipated so they are met both quickly and efficiently.

To address these expectations, businesses realise that AI is the key to helping them deliver exceptional customer experiences that are both personalised and efficient.

So let’s explore how AI can help your organisation improve your customer’s experience and provide some valuable tips for seamlessly integrating AI into your customer-first strategy.

 

AI is the key to customer satisfaction through personalisation

AI can help businesses meet their customers’ expectations by providing personalised recommendations, tailored messaging, and customised experiences.

One way of doing this is through chatbots and virtual assistants. These tools can help businesses provide instant support and assistance to customers 24/7. They can and should be programmed to recognise each individual’s preferences and behaviours.

Chatbots and virtual assistants can also help businesses collect data on customer interactions, which can then be used to improve the accuracy and effectiveness of customised recommendations.

Another way to personalise customer experience is by making use of predictive analytics. By analysing customer data, businesses can identify individual preferences and behaviour patterns. It can then use this information to personalise their products and services further.

For example, a retailer might use predictive analytics to recommend products based on a customer’s past purchases. A bank might use predictive analytics to offer customised financial advice based on a customer’s spending habits.

 

AI is the Key to Customer Loyalty and Efficiency

Efficiency is another critical component of delivering an exceptional customer experience. Customers want their needs to be met quickly and efficiently, and they expect businesses to be responsive and proactive in addressing their concerns. AI can help companies to improve efficiency in several ways, from reducing response times to automating routine tasks.

One way to improve efficiency is through chatbots and virtual assistants. These tools can provide instant support and assistance to customers, reducing response times and freeing human agents to focus on more complex issues. Chatbots and virtual assistants can also be programmed to automate routine tasks, such as scheduling appointments or processing payments, further improving efficiency.

Predictive analytics can again be used to also improve efficiency. By analysing customer data, businesses can anticipate customer needs and proactively offer solutions before a customer even realises they have a problem.

For example, a telecommunications company might use predictive analytics to identify when a customer’s data usage is about to exceed their plan limits and proactively offer them an upgrade to a larger plan. With an attractive incentive to do so, this will result in a win-win for both the business and their customers.

 

Best Practices for Integrating AI into Your CEX Strategy

Integrating AI into your customer experience strategy can be a complex process, but there are some best practices you can follow to ensure success. Here are five suggestions that will quickly get you going:

1. Start with clearly understanding your customer’s needs and preferences. This requires collecting and analysing customer data from various sources, including social media, customer feedback surveys, and website analytics.

By understanding your customers’ preferences and behaviours, you can develop personalised, targeted experiences tailored to their needs.

2. Select the right AI technologies for your business. A wide range of AI tools and technologies are available, each with its own strengths and weaknesses. It’s important to carefully evaluate your options and select the tools best suited to your business needs and goals.

While swapping for the latest and most talked-about tools and technologies can be tempting, carefully evaluating your needs will avoid costly adaptations later on.

3. Have a clear strategy for integrating AI into your customer experience operations. This may require changes to your existing processes and workflows, as well as new investments in technology and training.

It’s essential to have a clear roadmap for implementation, with specific goals and milestones to track progress.

4. Establish transparent governance and oversight of your AI initiatives. This includes setting policies and procedures for data privacy and security, as well as ensuring that your AI systems are transparent and easily explainable to your customers and stakeholders.

It’s also important to regularly evaluate the effectiveness of your AI initiatives and make adjustments as needed. Waiting until something goes wrong is a sure way to disappoint your customers who will have become used to the high level of service you provide.

5. Finally, investing in the right talent and skills is often overlooked but is essential to support your AI initiatives. You may be required to hire data scientists, machine learning engineers, and other AI experts and provide training and development opportunities for all your existing employees.

One relatively new skill that has emerged in the last year is being a prompt expert for ChatGPT and similar platforms.

In addition to hiring new talent, it is essential to create a culture of innovation and experimentation where employees are encouraged to explore new ideas and approaches to customer experience. AI is relatively new I business and we are all learning new best practices.

 

Some Compelling Case Studies

To illustrate how AI is the key to winning customer loyalty, I thought I’d end with a few case studies that would inspire you to increase your own integration of AI to improve your customers’ experiences.

1. Retailer Implemented AI for Inventory Management

A large global retail chain embraced AI technology to enhance its inventory management processes. With thousands of stores and a vast product range, the company faced the challenge of efficiently managing its inventory levels.

To tackle this challenge, it implemented an AI-driven system that leverages advanced algorithms and machine learning techniques. The system analyzes, amongst other data points, historical sales data, real-time inventory levels, and external factors like weather patterns and local events.

By utilizing AI, it can accurately predict demand for different products at each store location. This allows the company to optimize its inventory levels, reduce excess stock, and prevent out-of-stock situations. The AI system also provides recommendations for replenishment and distribution, ensuring products are available when and where customers need them.

In addition, the AI-powered system assists in demand forecasting, enabling the company to identify trends and patterns in customer purchasing behaviour. This helps the company make data-driven decisions regarding pricing, promotions, and assortment planning, improving customer satisfaction and increasing sales.

If you haven’t already guessed, this example is for Walmart.

 

2. Hotel Chain Improves Guest Satisfaction with AI

A hotel chain was facing challenges with guest satisfaction, as guests were complaining about long wait times for check-in and check-out, as well as concerning the quality of room service.

The hotel chain decided to implement an AI-powered chatbot that could answer guest queries and provide assistance with various tasks, such as booking reservations or ordering room service.

The chatbot was integrated into the hotel’s mobile app, allowing guests to access it anytime, anywhere. The chatbot was programmed to learn from guest interactions and improve over time, providing more personalised and accurate responses.

The hotel also used machine learning algorithms to analyse guest data and preferences, allowing them to anticipate guest needs and provide more customised experiences.

As a result of these initiatives, the hotel chain saw a significant improvement in guest satisfaction and loyalty. Guests reported feeling more valued and appreciated, and were, therefore, more likely to return for future stays.

The hotel chain also saw efficiency improvements, as the chatbot reduced wait times and freed up staff to focus on more complex guest requests.

If you haven’t already guessed, this example was for Marriott International.

 

3. Bank Improves Customer Service with AI

A bank was facing increasing pressure to provide better customer service, as customers complained about long wait times on the phone and difficulty accessing information about their accounts.

The bank implemented an AI-powered virtual assistant to answer customer queries and assist with various tasks, such as account balance inquiries or loan applications.

The virtual assistant (VA) was integrated into the bank’s website and mobile app, allowing customers to access it whenever they wanted. The VA was programmed to recognise individual preferences and behaviours, providing personalised responses and recommendations.

The bank also used machine learning algorithms to analyse customer data and preferences, allowing them to anticipate customer needs and provide more customised experiences.

As a result of these initiatives, the bank saw a significant improvement in customer satisfaction and loyalty. Customers reported feeling more valued and appreciated. This meant they were more likely to continue using the bank’s services, as well as recommend it to friends and family.

Have you guessed the name of the bank yet? It is JPMorgan Chase.

 

In Conclusion

AI has the potential to revolutionise how many (most?) businesses approach customer experience so that they can provide personalised, efficient experiences tailored to their client’s needs and preferences.

By leveraging AI tools and technologies, companies can improve customer satisfaction and loyalty while at the same time improving efficiency and reducing costs.

However, integrating AI into your customer experience strategy requires careful planning and execution, as the above examples show. It also means clearly understanding your customer’s needs and preferences, properly selecting the AI tools and technologies, and defining a clear roadmap for implementation.

By following best practices and investing in the right talent and skills, businesses can create a seamless, personalised journey for their customers that drives long-term success and growth.

So what about you? How are you using or planning to use AI to improve your customer-centric strategy? If you’d like to chat about the opportunities AI can offer your organisation, please book a call. We’ll discuss your needs and see how AI is the key to your improved customer service excellence strategy.

Maximising Customer Value: Answering Your Top Questions About Customer Centricity

Posted on by Denyse Drummond-Dunn

As a customer-first strategist, I am frequently asked about customer centricity and the value it brings to a business when they adopt the strategy.

I, therefore, thought it would be useful to share the topics my clients ask me about most frequently and my responses to them. If you, too, have questions about customer centricity, I’m sure you will find the answers you’re looking for below. And if not, you can always DM me.

 

So you have questions about customer centricity?

Good to know! Let me start by saying that adopting a customer-first strategy can be daunting for any organization. You should, therefore, not dwell upon your reticence in the past. However, in today’s rapidly changing business landscape, it is more important than ever for you to prioritize customer centricity.

 

What is a customer-first strategy?

A customer-first strategy is an approach to business that prioritizes the needs and preferences of the customer. It means putting the customer at the centre of every decision an organisation makes, from product development to marketing and sales. Put simply, it involves a shift away from traditional product-focused strategies to a more customer-centric approach.

This means that it’s not just about providing good customer service; it’s about understanding your customers’ needs, preferences, and pain points, and then designing your products, services, and marketing strategies to meet those needs.

 

Why is a customer-first strategy important?

In today’s highly competitive marketplace, focusing on your customers is more important than ever before. You can no longer hesitate. Nor can you not make it a top objective for your organisation.

A customer-first strategy can help you build stronger customer relationships, increase customer loyalty and retention, and ultimately drive revenue growth.

By focusing on your customers’ needs and preferences, you can differentiate your brand from your competitors and create a sustainable competitive advantage. Isn’t that what we’re all searching to do?

A customer-first strategy is important because it can increase customer loyalty and satisfaction. When customers feel that a business truly understands their needs and is committed to meeting them, they are more likely to remain loyal to that business and recommend it to others.

In addition, a customer-first strategy can help businesses identify new opportunities for growth and innovation. By focusing on the customer, businesses can gain a deeper understanding of their market, and create products and services that truly meet the needs of their customers.

 

How do you implement a customer-first strategy?

To implement a customer-first strategy, you must start by understanding your customers. For me, this starts with simply watching and listening to them. I say “simply”, but this is one of the most powerful ways to not only know, but truly understand your customers and how your product or service fits into their lives.

Once you have done this, you can supplement your knowledge, if you have found gaps in it, by conducting market research surveys, collecting customer feedback, and analyzing customer data.

All the information you gather can be used to design products and services that meet their needs, as well as to develop marketing strategies that resonate with them and to provide excellent customer service.

Implementing a customer-first strategy requires a fundamental shift in how a business operates. It requires a commitment from top management to put the customer at the centre of everything the business does.

This means creating a customer-centric culture and empowering employees to make decisions that benefit the customer. I suggest you check your mission and vision statements and mention the customer specifically in them.

It also entails using customer input to continuously improve products and services, and creating a feedback loop that ensures that the customer is always at the centre of decision-making. If you’re a regular here, you’ll know my favourite question that I suggest every business uses because of its power, is:

“What would our customers think of the decision we’ve just taken?”

If you know they wouldn’t agree, your decision probably needs rethinking.

 

What are the benefits of a customer-first strategy?

I touched upon this in last week’s post when I spoke about “The Little Known Disadvantages of a Customer-first Strategy”, but here is a summary of the advantages I mentioned:

  • Improved customer satisfaction and loyalty
  • Increased customer retention
  • Enhanced brand reputation
  • Improved customer acquisition
  • Higher revenue and profits
  • Reduced marketing costs
  • Increased employee satisfaction and productivity

Reading this list makes me wonder why every organisation has not yet adopted a customer-first strategy! You too?

 

What are the challenges of a customer-first strategy?

Adopting a customer-first strategy can be challenging, especially for businesses that are used to a more product-focused approach. Again, the challenges you might face were detailed in last week’s post, but here are some of the key ones I included:

  • Shifting the company culture to be more customer-centric
  • Collecting and analyzing customer data
  • Designing products and services that meet customer needs
  • Developing marketing strategies that resonate with customers
  • Providing excellent customer service
  • Balancing the needs of different customer segments
  • Ensuring that the customer-first approach is sustainable in the long term.

To summarise, the most commonly faced challenge in adopting a customer-first strategy is a lack of customer understanding. In fact, I would go further and say that this is by far the most common reason businesses don’t grow or even fail.

Far too many businesses make assumptions about what their customers want, without taking the time to research and gather data about them.

In addition, the over-arching challenge worth mentioning is a lack of buy-in from the company leadership team. Without the commitment of top executives, it can be difficult to create a customer-centric culture and empower employees to make decisions that benefit the customer.

In a word, start at the top with leadership buy-in and then ensure every employee gets to know your customers. That’s what customer-centricity is all about.

 

How can you measure the success of a customer-first strategy?

Measuring the success of a customer-first strategy requires a combination of quantitative and qualitative measures. Key metrics to track include customer satisfaction, retention rates, lifetime value, and net promoter score (NPS).

It’s also important to collect qualitative feedback from customers, to understand how they perceive your brand and how you can improve their experience even more.

Keep in mind that the metrics you choose should be aligned with the business’s goals and be regularly tracked and analyzed to guarantee that the customer-first strategy delivers the expected results.

 

How can I create a customer-centric culture?

As I have already mentioned, creating a customer-centric culture requires a commitment from top leadership to prioritize the customer.

This means investing in customer research and analytics, empowering employees to make decisions that benefit the customer, and ensuring that the customer is always at the centre of decision-making.

It also means establishing a set of values and behaviours aligned with the customer-first strategy, and then embedding those values and behaviours into the organisation’s very fabric.

I would also suggest that your mission and vision statements include your customers by name, so no one will forget why you’re in business and who you are serving.

 

How can I ensure that my customer-first strategy is sustainable?

Ensuring that a customer-first strategy is sustainable requires a commitment to continuous improvement. This means regularly gathering customer feedback, analyzing it, and using it to improve products and services.

It also means staying up-to-date with changes in the market and adapting your strategy accordingly.

Finally, it means creating a culture of innovation and experimentation, where employees are encouraged to do whatever they can to not only satisfy but to surprise and delight your customers at all times.

Adopting a customer-first strategy can be a powerful way to differentiate your brand and drive business growth. While implementing it can be challenging, the benefits are well worth the effort. By putting your customers at the heart of your business, you can build stronger relationships, which will drive customer loyalty, and, ultimately, increase your bottom line.

If you still have a question about customer centricity, why not book a complimentary discovery call with me? We can discuss your own concerns and find solutions to your most urgent challenges.

The Little Known Disadvantages of a Customer-first Strategy

Posted on by Denyse Drummond-Dunn

The business world has significantly shifted in recent years, and I, for one, am excited to see so many companies adopting a customer-first strategy.

However, like any strategy, a customer-first approach has pros and cons. Therefore I thought it would be helpful to consider both the advantages and disadvantages of a customer-first plan.

 

Advantages of a Customer-First Strategy

If you regularly read my posts, you will know that I’m passionate about companies adopting and improving their customer-first strategies. There is so much going for it, as I will explain below.

1. Improved Customer Satisfaction

One of the primary advantages of a customer-first strategy is that it leads to improved customer satisfaction. By placing the needs and desires of the customer at the centre of all business decisions, companies can create products and services that better meet their customers’ needs. This can lead to increased customer loyalty and positive word-of-mouth advertising.

As an example of this, think about Amazon, which is well known for its customer-centric approach. They offer a wide range of products, fast and reliable delivery, and excellent customer service. As a result, they have a loyal customer base and a strong brand reputation.

2. Increased Sales

Another advantage of a customer-first strategy is that it can increase sales. When satisfied with a company’s products or services, customers are more likely to make repeat purchases and recommend the company to others.

This then leads to increased revenue and profitability for the company. Research clearly shows that businesses that excel in customer experience grow more than three times faster than those that don’t.

A good example of excellence is Apple. They focus on creating products that are easy to use and meet the needs of their customers. As a result, they have a loyal customer base and have been able to increase sales consistently over time.

3. Improved Brand Reputation

A customer-first strategy can also lead to improved brand image. When a company consistently prioritizes the needs of its customers, it develops the reputation of a customer-focused organization. This can attract new customers, retain existing ones, and draw top talent.

Zappos is a good example of a company that has built its brand around customer service. They offer free shipping and returns, a 365-day return policy, and a dedicated customer service team available 24/7. As a result, they have a strong brand reputation and are known for putting their customers first. Zappos built a loyal customer base and a successful business by prioritising customer satisfaction, which resulted in it being acquired by Amazon in 2009 for $1.2 billion.

4. Better Decision-Making

By placing the customer at the centre of all business decisions, a customer-first strategy can lead to better decision-making. When companies are focused on meeting the needs of their customers, they are more likely to make decisions that align with their customers’ needs and desires. This can lead to better products, more efficient processes, and increased profitability.

Procter & Gamble is well known for focusing on consumer insights. They conduct extensive research to understand the needs and desires of their customers and then use this information to make better business decisions. This has helped them create successful products and stay ahead of their competitors in numerous categories.

When companies are focused on meeting the needs of their customers, they are more likely to make decisions that align with their customers' needs and desires. #CMO #Marketing #BrandBuilding Click To Tweet

 

Disadvantages of a Customer-First Strategy

Many companies have still not taken the step of adopting a customer-first strategy, and this may be due to the fact that there are also several downsides to doing this. Here are just a few to highlight the importance of carefully evaluating whether or not the strategy is right for your business.

1. Increased Costs

One of the primary disadvantages of a customer-first strategy is that it can lead to increased costs. When companies prioritize the needs of their customers, they may need to invest more in product development, customer service, and other areas.

This can increase the overall cost of doing business, impacting profitability. However, if this investment is necessary, it suggests that the company has been limiting its potential by not having made such investments in the past.

Southwest Airlines is a company that has prioritized customer service, which has led to increased costs. They offer free checked bags, no change fees, and a generous frequent flyer program.

While this has helped them build customer loyalty, it has also increased their costs and impacted their profitability, at least for now. However, they are also investing in new routes and aircraft that will no doubt continue to benefit their customer reputation and loyalty.

2. Short-Term Focus

Another disadvantage of a customer-first strategy is that it can lead to a short-term focus. When companies are focused on meeting the immediate needs of their customers, they may neglect long-term strategic planning. This can result in missed opportunities and decreased competitiveness over time.

For this reason, I always encourage my clients to create plausible future scenarios, so they can quickly react to the risks and opportunities that present themselves.

Kodak is a company that focused on meeting the immediate needs of its customers but neglected long-term strategic planning. As a result, they failed to adapt to the rise of digital photography and ultimately went bankrupt.

3. Difficulty in Measuring Success

A customer-first strategy can be challenging to measure. While customer satisfaction and loyalty are important metrics, they can be difficult to quantify. This can make it hard to determine the strategy’s overall success and identify improvement areas.

I suggest using the C3Centricity Evaluator™ Tool as one of the ways to regularly assess how customer-centric you are.

Tesla is a company with a strong focus on customer satisfaction, but they have been challenged to measure the success of its customer-first strategy.

While they have had a loyal customer base and positive word-of-mouth advertising, it can be difficult to quantify their approach’s impact on their overall business success, especially in the past year or so.

4. Difficulty in Balancing Customer Needs with Business Needs

Finally, a customer-first strategy can be demanding to implement in practice. While it is crucial to prioritize the needs of the customer, it is also essential to balance those needs with the needs of the business.

This can require trade-offs and difficult decisions, which can be tough to navigate.

McDonald’s is a company that has struggled to balance the needs of its customers with the requirements of its business. They have faced criticism for their unhealthy menu options but must maintain profitability. As a result, they have had to make difficult decisions and trade-offs to address these competing priorities.

 

Further Examples of Customer-first Strategy Successes

Despite the above challenges, many companies have succeeded in implementing a customer-first strategy:

  • Salesforce has made customer success a top priority. They have developed a range of products and services designed to help their customers succeed and have a dedicated team of success managers who work closely with customers to ensure their needs are met.
  • Airbnb has built its business around the needs of its customers. They offer a range of accommodation options to suit different preferences and budgets and strongly focus on customer service. This has helped them build a loyal customer base and a strong brand reputation.
  • T-Mobile is a telecom company that disrupted the industry by putting the needs of its customers first. The company offers unlimited data plans, free international roaming, and no contracts. They also offer a dedicated team of representatives who are available to assist with any issues or concerns. By prioritizing customer satisfaction, T-Mobile has gained market share and competed with larger, established players in the industry.
  • Peloton is a fitness company that disrupted the industry by putting the needs of its customers first. The company offers a range of connected fitness equipment and content designed to provide a personalized workout experience. They also strongly focus on customer engagement, using social media and community events to build a loyal following. Peloton has built a successful business with a market cap of over $20 billion by prioritising customer satisfaction.
  • Glossier is a D2C beauty brand that has gained a cult following by strongly emphasising customer feedback and engagement. The company actively involves its customers in product development, seeking their input and incorporating their feedback into new product launches. This customer-centric approach has allowed Glossier to create products that truly resonate with its target audience and fostered a sense of community and brand loyalty.

Adopting a customer-first strategy has profoundly impacted the businesses of each of these examples. By prioritizing customer feedback, personalization, and convenience, these companies have been able to build loyal customer bases, drive user adoption, and gain a competitive edge in their respective industries.

Ultimately, the success of a customer-first strategy depends upon a range of factors, including the industry, the competitive landscape, and the specific needs and preferences of the customer. Therefore, each organisation must carefully plan what and how to change to better meet their customers’ needs.

 

Recommendations for Companies Considering a Customer-First Strategy

As you can now see, there are both advantages and disadvantages to adopting a customer-first strategy. Therefore, companies must only adopt the strategy when they have fully evaluated its appropriateness for their business.

So how do you decide? Here are five actions that will help you assess the benefits to your organization of adopting a customer-first strategy:

1. Conduct a Customer Needs Assessment

Before implementing a customer-first strategy, companies must thoroughly assess their customers’ needs and desires. This can help ensure that their plan is aligned with customer’s needs and will identify areas for improvement.

2. Develop Clear Metrics for Measuring Success

To ensure that a customer-first strategy is successful, it is essential to develop clear metrics for measuring success. This again also has the benefit of helping to identify areas for improvement and ensure that the strategy achieves its desired outcomes. (Don’t forget the C3Centricity Evaluator™ Tool, which is one of the best ways to assess how customer-centric you are.)

3. Invest in Training and Development

Companies must invest in training and development to ensure employees can implement a customer-first strategy effectively. This can help guarantee that employees have the skills and knowledge needed to prioritize the needs of the customer while also balancing the needs of the business.

4. Collaborate Across Departments

This is the most important action as far as I am concerned. Implementing a customer-first strategy requires collaboration across all departments, not just marketing, product development, and customer service.

By fostering collaboration and communication across the whole company, businesses can ensure that all teams are aligned with the overall strategy and working towards this common goal.

5. Maintain a Long-Term Focus

While prioritising the customer’s immediate needs is crucial, maintaining a long-term focus is also essential. This will ensure that the company remains competitive in the long term and will be able to adapt to changing market conditions.

 

Concluding the Disadvantages of a Customer-first Strategy

In conclusion, let me remind you that a customer-first strategy can provide significant benefits to companies, including improved customer satisfaction, increased sales, and an improved brand reputation. However, there are also a few disadvantages of a customer-first strategy, including increased costs and a shorter-term focus.

Companies can increase their chances of success by investing in customer research, developing clear metrics for measuring success, fostering collaboration and communication across departments, and maintaining a long-term focus.

By doing all of this, companies can successfully prioritize their customer’s needs while simultaneously achieving their business goals.

Are you ready to adopt a customer-first strategy? Then start by assessing where you are today before making any changes. Check out our website for more tips and tools. And take our free assessment: https://www.c3centricity.com. Upon completion, you will receive a detailed report showing you what to do to improve and prioritise your actions. And if you need more support, then, of course, I am here to help. Book a discovery call today.

How Leaders can Successfully Lead a Customer-first Strategy Adoption

Posted on by Denyse Drummond-Dunn

As a leader, you know that customer centricity is critical to the success of your business. However, it is not enough to pay lip service to this concept; you must make it an integral part of your company’s culture and business strategy.

In this post, we will explore what customer centricity means, why it is essential, and how you, as a leader, can successfully lead a customer-first strategy adoption in your organization.

 

Defining Customer Centricity

Customer centricity is a business strategy that puts the customer at the heart of everything the company does. It involves understanding the needs and desires of your customers and then tailoring your products and services to meet them.

Customer centricity is not just about providing excellent customer service; it’s about creating a culture of customer obsession that permeates every aspect of the business. This is why it must be a company objective.

 

Why is a Customer-first Strategy Important?

There are several reasons why a customer-first strategy is crucial for the success of your business. First and foremost, it helps you build a loyal customer base.

When customers feel that a company truly understands their needs and is committed to meeting them, they are more likely to become repeat customers and recommend the company to others. This can help you increase revenue and grow your business.

Customer centricity can also help you differentiate yourself from your competitors. In today’s highly competitive business environment, standing out from the crowd can be challenging.

However, suppose you can demonstrate that you are genuinely committed to meeting your customers’ needs. That’s a great way to distinguish yourself from other companies that are just going through the motions.

Finally, customer centricity can help you stay ahead of the curve regarding new product and service development. By constantly seeking customer feedback, you can identify emerging trends and stay ahead of the competition. This can help you develop new offers that meet your customer’s needs today and tomorrow.

 

Leading a Customer-first Strategy in Your Organization

Implementing a customer-first strategy in your organization requires a significant shift in mindset and culture. Here are the steps you can take to make customer-centricity a reality in your business:

 

1. Start with the CEO

As a business leader, you need to lead by example.

Make it clear to your employees that customer centricity is a top priority for the company.

Set measurable goals and hold your team accountable for achieving them.

This sends a strong message to everyone in the organization that customer-centricity is not just a buzzword but a fundamental part of the business strategy.

 

2. Understand Your Customers

To be truly customer-centric, you need to understand your customers deeply.

This means going beyond demographic data and understanding their motivations, pain points, and desires.

Watch and listen to your customers frequently. Conduct customer research, including surveys and focus groups, to gain insights into what your customers want and need.

Collect the information in a customer persona/avatar template. If you don’t have your own, check out our 4W™ Template HERE.

Then use this information to inform product development, as well as your marketing and sales strategies.

 

3. Create a Customer-Focused Culture

To create a customer-focused culture, you must ensure that everyone in the organization understands the importance of customer-centricity.

This means training employees on how to provide excellent customer service, empowering them to make decisions that benefit the customer, and incentivizing them to prioritize customer satisfaction.

Recognize and reward employees who go above and beyond in meeting your customers’ needs.

 

4. Use Customer Data to Drive Decision Making

Data is critical to understanding your customers and making better business decisions.

Use customer data to identify trends, track customer behaviour, and measure the success of your customer-centric initiatives.

You can also make use of the data you collect to inform your product development, marketing, and sales strategies.

 

5. Continuously Seek Feedback

Customer needs and desires are constantly evolving. As already mentioned, you must continuously seek customer feedback to stay ahead of the curve.

This can be done through surveys and focus groups and by watching and listening to your customers through call centres or social media.

Then use this feedback to inform the development and improve existing products and services.

 

6. Build Customer Relationships

Building solid relationships with your customers is critical to creating a customer-centric organization. This means going beyond transactional interactions and doing whatever it takes to build long-term relationships with them.

Use customer relationship management (CRM) tools to track customer interactions, personalize communications, and provide excellent customer service.

 

7. Continuous Improvement

Customer centricity is not a one-time project; it is an ongoing journey and takes constant effort by every employee.

Continuously look for ways to improve your customers’ experience, whether it is through new product development, better customer service, or more personalized communications.

Never be satisfied by customer satisfaction; their surprise and delight should be your objective.

Regularly assess your customer-centric initiatives and make improvements based on feedback and data.

 

Benefits of a Customer-first Strategy

Implementing a customer-centric business strategy can have numerous benefits for your organization. Here are some of the most essential benefits from my perspective:

1. Increased Customer Loyalty

When you prioritize customer satisfaction and build strong relationships with your customers, you are more likely to create a loyal customer base.

This can increase revenue, as repeat customers are more likely to make additional purchases and recommend your company to others.

Loyal customers are also more likely to forgive you should anything adverse happen – as it almost certainly will!

Whether this is a product recall, negative social media reactions or communication or distribution problems, your solid reputation for customer care will benefit you.

 

2. Differentiation from Competitors

In today’s crowded marketplace, standing out from the competition can be challenging, as I’m sure you already know.

By prioritizing customer satisfaction and building a customer-centric culture, you can differentiate yourself from other companies that are not as focused on meeting the needs of their customers.

 

3. Improved Product Development

By understanding your customers and their needs, you can develop products and services that meet their needs, preferences and desires.

This can lead to more successful product launches and increased revenue.

 

4. Increased Revenue

When you create a loyal customer base and differentiate yourself from the competition, you will likely see increased revenue.

In addition, by focusing on customer satisfaction, you can identify new revenue streams and opportunities for growth.

 

5. Improved Employee Satisfaction

Creating a customer-centric culture can also improve employee satisfaction.

When employees are empowered to provide excellent customer service, and they see their positive impact on customers, they are more likely to be engaged and satisfied in their work.

This is, of course, much more important for customer-facing service industries than it is for consumer goods in general. However, all employees should understand their role in both satisfying and delighting the customer.

 

Conclusions to Lead a Customer-first Strategy

As a leader, implementing a customer-centric business strategy is critical to the success of your organization. I’ve already stressed this numerous times.

By understanding your customers, creating a customer-focused culture, using customer data to drive decision-making, and continuously seeking feedback, you can build a loyal customer base, differentiate yourself from the competition, and drive revenue growth.

While implementing customer-centricity requires a significant shift in mindset and company culture, the benefits are well worth the effort. Numerous research studies show a more than three times higher growth rate for companies demonstrating customer experience excellence.

So what are you waiting for? C3Centricity offers a number of products and courses to meet your precise needs. Take a look at our most popular topics HERE or book a private discussion with Denyse.

The Power of Emotional Intelligence in Driving Business Growth

Posted on by Denyse Drummond-Dunn

Emotional Intelligence, or EQ, has emerged as a critical factor in driving business growth by enabling organisations to develop more meaningful customer relationships.

In today’s ever-changing business environment, organisations seek innovative ways to differentiate themselves from their competitors. While many companies focus on improving their products, services, or technology, the key to long-term success lies in understanding and engaging with customers at a deeper level.

This article will explore the importance of EQ in business and provide examples and statistics from countries worldwide to demonstrate its impact.

 

What is Emotional Intelligence?

Emotional Intelligence is the ability to identify, understand, and manage one’s own emotions, as well as the feelings of others. It involves being aware of and controlling one’s feelings, empathising with others, and using this knowledge to guide decision-making and behaviour. Emotional Intelligence has four key components:

  1. Self-awareness: The ability to recognise and understand one’s emotions and how they affect thoughts, behaviour, and relationships.
  2. Self-management: The ability to regulate and manage one’s emotions, thoughts, and behaviour in response to different situations and challenges.
  3. Social awareness: The ability to understand and empathise with the emotions, needs, and perspectives of others.
  4. Relationship management: The ability to use emotional Intelligence to build and maintain positive relationships with others, including effective communication, conflict resolution, and collaboration.

Emotional Intelligence is increasingly recognised as essential in personal and professional success, particularly in leadership roles. Studies have shown that individuals with higher levels of emotional Intelligence are more effective leaders, better able to navigate complex social situations, and more likely to succeed in their personal and professional lives. Developing emotional Intelligence is a lifelong process that can be improved through self-reflection, mindfulness, and practice.

 

The Importance of Emotional Intelligence in Business

There are several reasons why EQ is essential in business:

Improved customer relationships: EQ enables organisations to develop more meaningful connections with customers by understanding their needs, emotions, and motivations.

This helps companies create more personalised and engaging products, services and experiences that drive loyalty and advocacy.

Better employee engagement: EQ also plays a crucial role in fostering a positive work environment where employees feel valued and supported. This leads to higher engagement levels, increased productivity, and reduced turnover.

Happy customer-facing employees will also give a better image of the company and develop more empathy with customers so they feel valued.

More effective leadership: Leaders with high EQ can better communicate, motivate, and inspire their teams. They are also more adept at managing conflicts.

In addition, high EQ is thought to lead to improved innovation by better connecting with customers, their needs and values.

Enhanced decision-making: EQ helps leaders make more informed decisions by considering the emotional impact of their choices. This leads to more balanced and thoughtful judgments that consider the needs of all stakeholders.

 

Examples of EQ in Action

Several companies around the world have successfully leveraged EQ to drive business growth:

Consumer Goods:

Starbucks is known for its customer-centric approach, rooted in emotional Intelligence. The company’s baristas are trained to connect with customers personally, using their names and preferences to create a more personalised experience.

Zappos, the online shoe retailer, has built a reputation for exceptional customer service driven by a culture of empathy and emotional Intelligence. The company encourages employees to go above and beyond for customers, often exceeding expectations and creating a loyal customer base.

Patagonia, the outdoor clothing company, has built a brand around sustainability and environmentalism, which resonates with customers who share these values. By tapping into customers’ emotions and beliefs, Patagonia has been able to differentiate itself from competitors and build a loyal following.

Airbnb is a company that has revolutionised the hospitality industry by offering unique and authentic experiences for travellers. They have done this by leveraging emotional Intelligence to build trust and connection between hosts and guests. Through its platform, Airbnb encourages hosts to share their stories and personal touches, which helps to create a more personalised experience for guests.

Salesforce is a software company with a reputation for exceptional customer service and engagement. They have done this by leveraging emotional Intelligence to create a culture of empathy and understanding.

Salesforce has a program called “Ohana,” which means “family” in Hawaiian, designed to create a sense of community and support for employees. The company also encourages employees to give back to their communities through volunteer work and charitable giving, which helps to create a sense of purpose and fulfilment.

The healthcare industry is an excellent example of how emotional Intelligence can drive customer experience (CX) and business growth. Patients often have high levels of stress, anxiety, and fear when seeking healthcare services, making it essential for healthcare providers to understand and empathise with their emotions.

One healthcare provider that has successfully leveraged EQ to drive CX and growth are HCA Healthcare, which operates more than 185 hospitals and 119 surgery centres in the United States and the United Kingdom. The company has implemented several initiatives to enhance the patient experience, including a patient-centric approach that prioritises emotional connections with patients and their families.

HCA Healthcare also uses data analytics to measure and improve patient satisfaction levels. For example, the company’s Patient Experience Index (PXI) measures patients’ emotional responses to their care experience, including their trust, confidence, and compassion. By focusing on emotional Intelligence, HCA Healthcare has been able to differentiate itself from competitors and achieve high patient satisfaction and growth levels.

These first examples demonstrate how emotional Intelligence can be applied in different industries and contexts to drive business growth and success. By prioritising empathy, understanding, and connection, companies can differentiate themselves from their competitors and create meaningful relationships with customers and employees.

Let’s now look at other areas impacted by improved EQ.

Companies can differentiate themselves from their competitors by prioritising empathy, understanding, and connection. #EQ #EmotionalIntelligence #CEO Click To Tweet

 

Areas impacted by improved Emotional Intelligence

EQ and remote working: The COVID-19 pandemic has accelerated the trend towards remote work, making it more critical than ever for organisations to develop emotional intelligence skills to manage distributed teams effectively. Research shows that remote workers are more likely to experience loneliness, isolation, and burnout, making it essential for managers to understand and address their emotional needs.

One company that has successfully implemented EQ in remote work is Buffer, a social media management platform with a fully distributed team of more than 80 employees worldwide. Buffer has implemented several initiatives to promote emotional Intelligence, including a “Culture of Feedback” that encourages open and honest communication, empathy, and support.

Buffer also uses video calls and other digital tools to create a sense of connection and belonging among remote team members. By prioritising emotional Intelligence, Buffer has maintained high levels of employee engagement, productivity, and growth.

EQ and entrepreneurship: Entrepreneurs require high emotional Intelligence to succeed. They must manage stress, uncertainty, and setbacks while maintaining a positive mindset and strong relationships with customers, investors, and partners.

One entrepreneur who has leveraged EQ to drive business growth is Sara Blakely, the founder of Spanx, which produces women’s shapewear and other undergarments. Blakely has described emotional Intelligence as a critical factor in her success, enabling her to overcome obstacles and build strong relationships with customers and partners.

Blakely has implemented several initiatives to promote EQ within her company, including a “Culture of Fun” that encourages creativity, collaboration, and positivity. She has also been vocal about the importance of failure and vulnerability in entrepreneurship, using her experiences to inspire and connect with others.

EQ and diversity, equity, inclusion: Emotional Intelligence is essential for promoting workplace diversity, equity, and inclusion (DEI). Leaders with high EQ can better understand and empathise with the experiences and perspectives of employees from diverse backgrounds, creating a more inclusive and supportive culture.

One company that has successfully leveraged EQ to drive DEI is Salesforce (again). In addition to the initiatives mentioned, Salesforce has implemented several strategies to promote DEI, including a “Chief Equality Officer” role that focuses on ensuring equality and opportunity for all employees.

Salesforce also uses data analytics to measure and track progress towards DEI goals, including employee representation, pay equity, and employee engagement.

By prioritising emotional Intelligence, Salesforce has created a more diverse and inclusive workplace, which has led to higher levels of employee engagement.

 

Benefits of EQ in business

Expanding on the importance of emotional intelligence in business, there are several key benefits that organisations can expect to see:

Improved customer loyalty: By understanding and engaging with customers on a deeper level, organisations can create more personalised experiences that drive loyalty and advocacy. Customers are more likely to remain loyal to a company that values them as individuals and understands their needs and emotions.

Increased employee engagement: Emotional Intelligence is essential in fostering a positive work environment where employees feel valued and supported. When employees feel that their emotions and needs are understood and prioritised, they are more likely to be engaged and productive.

More effective leadership: Leaders with high emotional Intelligence can better communicate, motivate, and inspire their teams. They are also more adept at managing conflicts and driving innovation, which can lead to better business outcomes.

Enhanced decision-making: Emotional Intelligence helps leaders make more informed decisions by considering the emotional impact of their choices. This leads to more balanced and thoughtful decisions that consider the needs of all stakeholders, not just short-term financial goals.

Emotional Intelligence is essential in fostering a positive work environment where employees feel valued and supported. #EQ #EmotionalIntelligence #CEO Click To Tweet

 

Statistics on the Impact of EQ

If you are still hesitating about the impact of EQ in the business environment, despite all these examples, then here are some statistics that confirm its value:

  • A study by the Harvard Business Review found that companies with a strong customer-centric culture are 60% more profitable than those without.
  • According to a report by the World Economic Forum, emotional Intelligence will be one of the top ten skills required in the workplace by 2020.
  • A study by the University of Maryland found that Emotional Intelligence is a crucial predictor of job performance, with high-EQ individuals performing better than those with low EQ in technical and non-technical roles.
  • A study by the Center for Creative Leadership found that the most successful leaders are emotionally intelligent and able to build strong relationships with their teams.
  • According to a study by TalentSmart, people with high EQ earn an average of $29,000 more per year than those with low EQ.
  • A study by Gallup found that companies with high employee engagement levels are 21% more profitable than those with low engagement levels.
  • A study by the Hay Group found that companies with a strong focus on leadership development have 12 times higher financial performance than those without.

These are just a few of the results found by numerous companies that studied the impact of EQ on their business. Impressive numbers, no?

A study by the HBR found that companies with a strong customer-centric culture are 60% more profitable than those without. #EQ #EotionalIntelligence #CEO Click To Tweet

 

Leaders who have championed a customer-centric culture within their organisations

Many company directors have championed customer-centric cultures within their organisations. Here are a few examples:

Jeff Bezos – Amazon: Jeff Bezos is always mentioned when we discuss adopting a customer-first strategy. He has been a strong advocate for customer-centricity since the founding of Amazon. He is famously quoted as saying, “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.”

Under Bezos’ leadership, Amazon has prioritised customer experience, investing heavily in initiatives such as free two-day shipping, personalised recommendations, and customer reviews. This customer-centric approach has helped Amazon become one of the most successful companies in the world.

Amazon’s net sales have grown from $74.45 billion in 2013 to $386.06 billion in 2020, a CAGR of 23.4%. Additionally, Amazon’s customer satisfaction scores have consistently been among the highest in the industry, with a score of 79 on the American Customer Satisfaction Index (ACSI) in 2022, slightly down from its high of 86 just five years ago.

Satya Nadella – Microsoft: Since taking over as CEO in 2014, Nadella has worked to shift the company’s focus towards a more customer-centric approach. He has prioritised empathy and understanding, stating, “We need to be able to put ourselves in the shoes of the people we are serving.”

Under his leadership, the company has made significant strides in improving its customer experience, simplifying its product offerings, investing in cloud computing, and introducing new customer-focused initiatives such as Microsoft Teams.

This has had an impressive impact on Microsoft’s annual revenue, which increased by over 17% these past two years.

Tony Hsieh – Zappos: Tony Hsieh, the former CEO of Zappos, was a well-known advocate of a customer-centric culture. He famously stated, “We believe that customer service shouldn’t be just a department; it should be the entire company.”

Under his leadership, Zappos built a reputation for exceptional customer service, offering free shipping and returns, 24/7 customer support, and a focus on creating personalised customer experiences.

In 2009, Zappos was acquired by Amazon, but the company has continued to operate independently and focus on delivering a superior customer experience. According to a survey conducted by ForeSee, Zappos has consistently had the highest customer satisfaction scores in the online retail industry, with a score of 89 on the ACSI in 2020.

Richard Branson – Virgin Group: The Virgin Group is a conglomerate of companies that has built its brand around a commitment to delivering exceptional customer experiences. The company’s customer-centric approach has helped it become a leader in various industries, including airlines, music, and telecommunications.

According to Forbes, Virgin Group’s brand is worth $5.6 billion as of 2021, and the company’s focus on customer satisfaction has helped it to achieve solid financial results across its various businesses.

Brian Chesky – Airbnb: Chesky, the co-founder and CEO of Airbnb, has championed a customer-centric approach since the company’s founding. He has prioritised creating personalised customer experiences, stating, “We don’t want to be just a place to stay. We want to be a platform for experiences.”

Under Chesky’s leadership, the company has built its business around delivering customers a unique and personalised travel experience. According to Airbnb, the company has hosted over 500 million guests since its founding in 2008, and it has helped to create over 300 million local jobs and generate over $100 billion in economic impact.

Airbnb has recently prioritised creating a sense of community among its users, investing in initiatives such as local experiences, neighbourhood guides, and personalised recommendations.

Indra Nooyi – PepsiCo: Indra Nooyi, the former CEO of PepsiCo, has been a strong advocate for creating a customer-centric culture. She emphasised the importance of understanding customers’ needs, stating, “The customer is not a moron; she’s your wife.”

Under her leadership, PepsiCo has prioritised creating healthier products, investing in sustainability, and creating marketing campaigns that resonate with customers.

Tim Cook – Apple: Cook, the CEO of Apple, has defended a more customer-centric culture since taking over from Steve Jobs in 2011. He has focused on creating a seamless customer experience, stating, “Our goal at Apple is to make amazing products that enrich people’s lives.”

Under his leadership, Apple has continued to innovate and create products that prioritise user experience, including the iPhone, iPad, and Apple Watch.

Apple has always strongly emphasised delivering a superior customer experience, which has helped the company become one of the most valuable brands in the world. According to Interbrand, Apple’s brand will be worth $482,215 mio in 2022, up 18% from the previous year, making it the most valuable brand in the world. Additionally, Apple’s customer loyalty has been among the highest in the industry, with a Net Promoter Score (NPS) of 68 in 2023, according to Trustmary.

 

These companies have demonstrated that a customer-centric culture can lead to tremendous success in terms of financial results and customer loyalty. By placing the customer at the centre of everything they do, these companies have been able to differentiate themselves from their competitors and build strong relationships with their customers.

As the business landscape continues to evolve, it will be increasingly important for companies to adopt a customer-centric approach to remain competitive and achieve sustainable growth. And an essential part of that is customer understanding and empathy, coming from a strong EQ.

 

How to Build EQ within Your Organisation

Hopefully, you are convinced of the importance of EQ inside a business to improve the lives of employees and the customers who buy their products and services. Here are some strategies to consider:

  1. Prioritise empathy and understanding: Make a conscious effort to understand the emotions and needs of your customers and employees. Use customer feedback, surveys, and employee engagement programs to gather insights and create a more personalised experience.
  2. Foster a positive work environment: Create a culture that values empathy, emotional Intelligence, and work-life balance. This includes offering support for mental health, promoting transparency, and encouraging a sense of community and purpose.
  3. Train leaders and employees: Provide training and development opportunities to help leaders and employees build their emotional intelligence skills. This can include workshops, coaching, and mentorship programs.
  4. Measure emotional Intelligence: Use tools such as assessments, surveys, and feedback loops to measure emotional Intelligence within your organisation. This can help identify areas for improvement and track progress over time.

By implementing these strategies, businesses can build emotional Intelligence into their culture and operations, leading to improved business outcomes and long-term success.

 

In Conclusion

To summarise, Emotional Intelligence is a critical skill for businesses in the 21st century. By prioritising empathy, understanding, and connection, organisations can create more meaningful relationships with customers and employees, leading to increased loyalty, engagement, and business success.

Through strategies such as prioritising empathy and understanding, fostering a positive work environment, training leaders and employees, and measuring emotional Intelligence, businesses can build emotional Intelligence into their culture and operations, leading to improved business outcomes and long-term success.

The examples and statistics presented in this article clearly demonstrate the impact of EQ in business and underscore the need for organisations to prioritise emotional Intelligence as a critical driver of success. I hope they have convinced you to review how good your company’s EQ is.

Are you ready to adopt a customer-first strategy and make use of the power of emotional intelligence? If so, then check out our website for more tips and answer our free assessment: https://www.c3centricity.com. Upon completion, you will receive a detailed report that shows you what to do to improve and how to prioritise your actions. 

The Promise of AI and ML to Take Digital Marketing to the Next Level

Posted on by Denyse Drummond-Dunn

Everyone seems to be talking about the impact of AI (artificial intelligence) and ML (machine learning) these days. As if ChatGPT wasn’t enough to get everyone excited, OpenAI surpassed itself by upgrading to ChatGPT4! And competitors are forced to launch their AI platforms earlier than planned.

If you haven’t tried them yet, I highly recommend you jump on the bandwagon and give these new tools a spin. They are great fun. But they can also be handy for businesses and bloggers. 

Before getting into their uses, I wanted to start with a summary of where AI and ML are today.

 

From Text to Voice

Generational names
Source: Thoughtco.com

Most of us have grown up with text communication and the written word, but Gen Z, born after 1996, is more comfortable with voice. They are less formal but far more impatient than previous generations.

They expect Alexa, Siri, Cortana and similar voice-activated personal assistants to be available whenever they have questions. With this type of search expansion into daily life, being on the front page of Google is no longer good enough. You have to be the number one answer to their questions!

Being on the front page of Google is no longer good enough; you have to be the number one answer in this voice-activated, personal-assistant-supported world we live in. Click To Tweet

 

AI is Not One Technology

Despite what digital marketers may have hoped, AI and ML are not the solutions to all our problems. It is a series of technologies addressing various current and future customer needs.

Unlike normal analytical processes, using AI needs developers and users to start with the end in mind. Knowing what we are looking for, rather than waiting to see what the analysis brings us, needs a very different thought process. The questions asked to become as important as the answers received, if not even more so. Therefore it is advisable to make them the best you can ask. Your digital marketing has everything to gain and nothing to lose.

Unlike normal analytical processes, using AI needs developers and users to start with the end in mind. #AI #ML #Technology #Analytics Click To Tweet

 

AI and ML are Not 100% Accurate

AI is still in its infancy, despite great leaps forward in some areas in the past year or so. For example, the language translation is still inaccurate today, but that doesn’t mean it’s not helpful. Anything that moves us towards increased customer satisfaction from our digital marketing efforts is significant. However, we must understand their limitations and not be fixated on perfection or rely totally on them.

One of the biggest challenges still prevalent in businesses today is siloed data. It is easy to see that the more information sources we integrate, the more accurate our platforms will likely be. But until we finally break down our internal silos, AI will not be able to deliver its full potential.

 

Taking the Robots Out of Humans

Robots are not new. Henry Ford was one of the first to realise the advantage of taking robots out of humans and, in other words, getting machines to do the tedious, repetitive tasks done until then by people.

Today we need to consider the digital workforce as an HR challenge and not (just) a technical one. Humans are not upskilling and progressing as fast as robots are. This is the real cause of any work losses that may happen as automation rolls out.

 

The Future of Work

Now that I’ve touched on the elephant in the room that everyone is secretly scared about, that of job losses, let’s talk about employment. The future is not so much about replacing workers as it is about expanding and amplifying their work through AI.

The future will be a world of work plus AI, not work minus AI. When, not if robots take on many of our current tasks, humans will need to supplement their knowledge with soft skills, which AI can’t replicate, at least for now. This is why I, like many others, refer to AI as augmented rather than artificial intelligence.

We should see AI as augmented intelligence rather than as artificial intelligence. We are not replacing people but increasing their capacities in many areas. #AI #Digital #Intelligence Click To Tweet

One area that will certainly need a tremendous amount of human input is speech analytics. You probably don’t realise I unless you’ve learnt another language or two, but speech has an enormous diversity in how to say the same thing. Just ask any owner of Alexa, Siri or Cortana! Sometimes their responses are hilarious, at least at first, but these quickly become irritating and frustrating when you can’t make yourself understood.

If robots are to understand humans, these alternative expressions must be programmed before being understood. Although machine learning may speed our progress, humans must identify and create the foundations.

 

AI and Care Centers

Most businesses today have customer service departments,s and many are jumping on the bandwagon of requesting AI. However, most don’t know why they need it! The case for AI has to be put into terms of its business impact and relevance to be valued beyond mere “modernisation.”

Ask anyone who has chatted with a bot or gone in circles on self-service push-button phone lines! So many corporations today have increased their technology but have not improved customer satisfaction. That’s a very costly investment!

AI is already proving great value in following and analysing customer service connections. A supervisor can’t listen in or read every exchange, but AI can. However, as previously mentioned, understanding speech is still in its infancy, especially regarding sentiment. An agent will quickly sense when something is wrong or unsatisfactory answers, even when the customer says everything is alright.

The customer journey that led to the connection is just as important as the call itself. This is where total integration of all touchpoints is vital. The customer already sees them as such, but most companies do not. This leads to irritation when customers must repeat their details and experiences with each new customer service agent.

It could be easily eliminated by simply integrating multiple data sources and assessing the customer’s “effort” in getting the answers they seek. The greater the effort, the quicker a solution should be found.

The greater the customer's effort has been in finding a solution to their problem, the quicker a solution should be found for them. #CEX #CustomerSatisfaction #CRM #CustomerFirst #CustomerCentricity Click To Tweet

I believe not taking the customer’s perspective is the root cause of today’s less-than-satisfactory situation. Once again, adopting a customer-first strategy is the answer.

I believe not taking the customer's perspective is the root cause of many less than satisfactory business situations. #CEX #CRM #Customer #BusinessStrategy #CustomerCentricity Click To Tweet

 

Developing Chatbots

Customers in developed markets already have far more interaction with AI than they probably realise. However, allowing for far more variation than we know is essential when developing chatbots. The challenge is understanding the variations in vocabulary mentioned previously, as well as colloquialisms, spelling mistakes, acronyms and alternative expressions.

This is why most AI platforms have launched in beta or test mode. They need usage on a large scale to improve where they are today.

Therefore, instead of aiming for perfection in brainstorming all possible variants, our time is better spent identifying the 20% of variations that cover 80% of the cases. Ideally, we should first collect information and then analyse what the company will likely receive most of the time. Perfection is once again the enemy in progressing the use of chatbots.

We also need to be transparent about when chatbots are being used. It may be a good idea to make them respond in a friendly way, but pretending to be human is not a good idea. Customers will eventually understand that they are exchanging with a chatbot when the responses they are getting do not meet their expectations.

AI and ML Taking Digital Marketing to the Next Level

I’ve covered many topics around AI and ML in this post, so I’d like to finish with a summary of the major points covered. Of course, I also know many of you skim-read and would appreciate clear actions on how to make better use of these tools, so here they are:

  • Digital marketing has made our communications media choice even more challenging. There are far more channels than ever, many being used concurrently, especially by the under 35’s (for example, TV and the internet).
  • More brands are vying for space online. The relative cheapness of advertising on the internet means that those that didn’t have access to traditional media because of their high costs can now communicate directly with their customers.
  • Customers are more demanding than ever and expect real-time responses to their questions and ever-shorter delivery times for purchased goods.
  • AI and ML can improve digital marketing through predictive intelligence, content curation/creation, dynamic pricing, and enhancing the customers’ overall experiences.
  • Digital is best used as an amplifier of traditional media and when connections need to be more individualised, relevant and timely. This is not always the case, so choose wisely.

 

It is an exciting time for marketing with all the opportunities that technology, especially AI and ML, offers us. However, we still face many of the same challenges we always have. Essentials such as knowing and understanding our customers more deeply, and removing the siloed information hubs within the organisation, remain critical.

Without finding solutions to these, digital marketing may be cheaper in terms of investment but could become more costly and ineffective. What do you think?

If you are challenged with using technology more effectively to improve customer satisfaction, contact me; I know I can help.

Post Covid People are Searching for More Meaningful Connection & Engagement

Posted on by Denyse Drummond-Dunn

I know, you probably don’t want to read yet another article about the post-pandemic era. But bear with me; this is about customer connection and engagement.

Since covid, people have changed their perspective on many categories. They have also adapted their purchasing behaviour following lockdown. So this seems to be the perfect time to reconsider our customer-first strategies, doesn’t it?

Up until the covid-19 virus infected the globe, almost every single organisation, big or small, recognised the importance of satisfying their customers. However, most of them were only giving lip service to customer-centricity. Very few were actually going beyond voicing their opinions.

So I have some bad news if you are in this first group and it’s this. Not actioning a customer-first approach in everything you do is no longer an option. You were be called out, most probably very publically online. Customers are sharing their experiences of companies and brands far more than they were doing before the pandemic.

It makes sense. What else did we have to do than surf the internet all day long? And this habit seems to have remained. According to the latest global statistics, back in 2020, the average consumer spent 474 minutes a day on digital media. By 2023, that number is predicted to rise, according to the experts, to 500 minutes on digital media.

Taking a closer look at social media use trends, business owners and marketers can learn a great deal about opportunities to boost engagement and business impact as the new norm continues to evolve.

The article by Business.com lists four things consumers are looking for:

  1. They want to be entertained – understandable when you consider how much time they are spending online.
  2. Unlocking creativity – they are not only consuming content, but they are also creating it in larger quantities than ever before.
  3. They want connection and comfort – people are desperate to overcome their isolation and connect with others, so online multiplayer gaming and chat have surged.
  4. They seek positive content to cheer them up – it’s a natural human response to seek uplifting, inspirational content during difficult times.

If I were to sum up these four desires, I would say that people are looking for more connection and engagement. Exactly what a customer-first strategy provides! But there are things to avoid.

Customers have four desires when online, that can be summarised as simply a desire for more connection and engagement. Exactly what a customer-first strategy provides! #CEX #CustomerFirst #CustomerCentricity #CMO Click To Tweet

When an organisation decides to become more customer centric, there are many mistakes that are commonly made. This article “7 Reasons for Failure When Adopting a Customer First Strategy” gives the main ones and makes a complementary read to this post.

But today’s world has accelerated the upward trend of the importance of a customer-first strategy and makes it one of the most, if not the most important one for all organisations.

It is no longer the norm, or even the new norm, of successful businesses. It is becoming the make-or-break criteria for surviving the post-pandemic era.

And many companies are already falling behind – fast! It should, however, be noted that for many retailers, the pandemic has only sped up their likely demise and appearance in bankruptcy courts. For more on this, I suggest you read “As pandemic stretches on, retail bankruptcies approach highest number in a decade.”

While retail is clearly suffering as purchases in lockdown went online, it is not the only industry to have been hit hard. Another CNBC article highlights others, including cruises, fitness centers, energy and airlines.

Whether or not these too were headed downwards or not, customers hold the key to success more than ever before, as their spending becomes less impulsive. The 20 biggest companies that have filed for bankruptcy because of the coronavirus pandemic are listed in this article on Forbes.

 

Reasons for having a customer-first strategy

Enough research has been done to prove that the return on a customer-first strategy is significant. Here are just a few of the statistics I have found.

  • 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. CEI Survey
  • 89% of consumers have stopped doing business with a company after experiencing poor customer service. RightNow Customer Experience Impact Report
  • Walker forecast that by 2020, customer experience will overtake price and product as the key brand differentiator. Customers 2020 Report
  • A 10% increase in customer retention levels result in a 30% increase in the value of the company. Bain & Co
  • 94% of consumers say they are more likely to be loyal to a brand that offers transparency. Label Insight

These are numbers that would make any CEO sit up and take notice! But will it make them act? What’s holding them back from investing in their customers rather than (just) in the products and services they offer?

I believe that this data can no longer be ignored. It’s time every CEO started initiating a move to a more customer centric organisation. NO more excuses; this has to be (OK, one of) your top priorities!

If you’re ready to put your customers first, then C3Centricity can help. We will inspire your team, no matter where in the world you operate. Contact us today for a complimentary advisory session.

Marketers are too busy building brands

With so much information available today, marketing is being challenged to demonstrate its ROI. This might explain why they are still putting their efforts into brand building, sometimes to the detriment of their customers, consumers and clients.

However, an analysis run by IBM on research carried out in the UK last year by the Callcredit Information Group gives a different reason. They found that the majority of marketers is feeling overwhelmed by all this data. Their explanation for this is that:

“Only 29% of marketers believe they have the necessary skills to analyse data, with 44% planning on investing in further training over the next two years to boost confidence within their organisations around the handling of information.” 

According to a Forrester report, 44% of B2C marketers are using big data and analytics to improve responsiveness to customer interactions. But of equal importance in terms of top two mentions, is the desire to generate insights. ( Source)

Top 3 critical factors to marketing program success

It saddens me that despite the constant flow of data into companies they still lack insights into customer connection and engagement. As I’m often quoted as saying:

“We’re drowning in data but thirsting for insights.”

Marketing is clearly so busy using data to manage pricing, distribution and their communication channels, that they are not using the information to get to know their customers better. This conclusion is confirmed by a Forbes article which mentions that marketing is using big data to provide answers to “which content is the most effective, how to increase conversion rates and customer lifetime value.” It would be good if they used it to increase satisfaction and loyalty, no?

Marketing is clearly so busy using data to manage pricing, distribution and their communication channels, that they are not using the information to get to know their customers better. It would be good if they used it to increase… Click To Tweet

Big data has actually done customer understanding a disfavour since organisations are hardly increasing their spend on market research according to ESOMAR’s latest industry figures. The industry grew a measly 2.1% in 2018, once again confirming that there continues to be no “significant” growth recorded in the past seven years! Compare this to the more than 4-6% increases recorded for ad spend over the past five years.

 

Ad spend growth trend

But there is some hope. A recent report from OnBrand Magazine on the KPIs used by marketing showed that Marketers are using a variety of metrics to measure the impact of their brand marketing activities.

In surveying more than 560 global brand managers and CMOs, the analysis concludes that new customer acquisition (75%) and social media engagement (72%) are the two primary ways they determine the success of their brand marketing efforts.

KPIs used by marketing

This may not be the full solution, but it is certainly a start in customer connection and engagement!

However, there is still a lot of room for improvement. A 2016 Spencer Stuart survey shows data analysis and insights are one of the three main areas where CMOs need the most development as a leader.

Unfortunately, they are also the skills which more than half of them say are most difficult to find when building a team!

Difficult skills to hire for

So if CMOs can’t develop insight about their customers, shouldn’t market research be more not less important to them? After all, it’s the one profession which spends its whole time trying to understand the market and customers. So what’s going wrong?

 

Market research is seen as a cost, not an investment

Companies still need market research to understand their customers and improve the connection and engagement of their customers.

Yes, there is a wealth of information flooding into organisations with the IoT, but those numbers don’t tell you their “why.” That’s where market research comes into its own. It needs to provide more “why” answers and not just the mere statistics they seem comfortable dropping on the laps of executives and marketers alike.

I believe that (a large?) part of the issue is also the researchers themselves. They’re not sociable, speak a language others don’t understand and seem afraid to voice their own opinion, let alone make recommendations.

This was confirmed in The Vermeer Millward Brown Insights 2020 research. It clearly showed the advantages of a senior market research position at the board level. But to get there, the majority of researchers need new skills.

The critical capabilities which were said to highlight the biggest differences between leaders and laggards were in business acumen, creative solution thinking, storytelling and direction setting.

It seems a real pity to me that the very people who should benefit from the explosion in data availability are not profiting from it. As if their needed analytical skills are not enough, there is also a real opportunity for them to lead the customer-first strategy in many organisations.

Customer services are seen as complaint handlers

When I was first hired to head up the global consumer excellence division for Nestle, I found a group of siloed departments which rarely shared information. Even worse, the customer care centre was seen as mere complaint handlers. Their image was of a group of women who spent their days on the phone talking to other women!

I don’t think Nestle were the only ones who had this image at that time. And sadly I still find similar perceptions in many organisations which become my clients through a desire to make the much-needed changes.

You only have to take a look at the financial results of companies which excel at customer care to realise the business benefits of putting the customer first: Amazon, Southwest, Zappos to name but a few.

An excellent article by Shep Hyken called “Ten Customer Service Tips for Customer Loyalty Month” details the essentials of a forward-thinking customer-first strategy and what it means today. Even if it is now quite old, I still believe the article is of immense value, which is why I mention it here. In the post, he mentions that

“According to Forrester, 72% of businesses say that improving the customer experience is their top priority. A study from NewVoiceMedia indicates that companies lose more than $62 billion due to poor customer service. No company can afford to be a customer service laggard.”

The Forrester report from which Shep quotes was from an ongoing analysis that has been run each year since 2010. The key findings from the 2016 report showed:

  • In all five sectors they covered, companies with higher customer experience (CX) scores outperformed their rivals in revenue growth
  • CX leaders showed an annual growth rate of 17% compared to just 3% for the others.
  • The cable and retail industries beat the field in CX by 24% and 26%, which is a huge boost to the bottom line.
  • Even in the sector with the smallest range (airlines), there was a 5% difference between companies.
  • This also translated into subscriber growth – in the cable industry leaders grew internet subscribers by 23.9% more than others and video subscribers by 13.9%

Along with the previously mentioned statistics, I can see no reason for a company not to invest in a customer first strategy. If you can think of any yourself, then I’d love to hear them in the comments below.

 

In conclusion

To answer the title of this article, a customer-first strategy needs an organisation to recenter itself behind what must be a company-wide objective. Customer centricity can make a real difference in terms of both sales and profits to those who follow this direction. But it is essential to have executive support and a true commitment from every employee to think customer first.
It will take skill upgrades for both marketing and market research departments to translate the data and information gathered into actionable insights. But that is a small investment for the huge returns that have been proven.
And being customer centric will mean that every employee finally has the chance to get close up and personal with customers. This is the only way for them to understand the role they play in satisfying and delighting them.

Are you ready to adopt a customer-first strategy? If so, then check out our website for more tips and answer our free assessment: https://www.c3centricity.com. Upon completion, you will receive a detailed report that shows you what to do to improve and how to prioritise your actions. 

 

Why a Customer-First Strategy Is Your Best Business Investment

Posted on by Denyse Drummond-Dunn

A lot has been written about the benefits to customers of a company that adopts a customer-first approach. But many companies still don’t understand why it is their best business investment for growth as well.

So I thought I would (once again) explain why it would be a good idea for all organisations to adopt a customer-first strategy.

At its simplest, putting customers’ needs and satisfaction at the heart of a company’s objectives lead to increased loyalty, positive word of mouth and, ultimately, better financial performance.
Additionally, the role of empathy and emotional intelligence in successfully executing a customer-first approach can improve the company’s culture and employee satisfaction.

 

The Proof by the Numbers

Many statistics confirm that the best business investment an organisation can make is to adopt a customer-first strategy:

1. Increased customer loyalty

According to a study by Temkin Group, companies with a strong customer-first culture see an 89% increase in customer loyalty compared to those who don’t prioritize the customer’s experience.

2. Higher customer lifetime value

Companies that put the customer first have a higher customer lifetime value. For example, a study by Adobe found that companies with a customer-first focus see a 41% increase in customer lifetime value compared to those who don’t.

3. Improved financial performance:

Companies that prioritize customer experience outperform their peers financially. A study by Forrester found that publicly traded companies that put customer experience at the forefront have a 19.2% higher return on equity compared to companies that don’t.

4. Positive word of mouth

Customers are more likely to recommend a company to others when they have a positive experience. A study by Qualtrics found that 89% of customers are likely to recommend a company after a positive customer experience, compared to just 11% who will do so after a negative experience.

5. Increased customer satisfaction

When companies prioritize the customer experience, they are more likely to understand customer needs, preferences, and pain points, and design products, services, and experiences that meet those needs. This leads to higher levels of customer satisfaction, which can have a positive impact on the bottom line.

A study by McKinsey found that companies that prioritize customer experience see a 14.4% increase in customer satisfaction compared to those that don’t. Higher customer satisfaction leads to increased customer loyalty and repeat business, which can have a positive impact on the bottom line.

6. Lower customer churn

Another benefit of a customer-first strategy is lower customer churn. When companies prioritize the customer experience, they are less likely to lose customers to competitors. Happy customers are more likely to stick with a company and continue to do business with them, even if they encounter problems or issues. This can lead to increased customer loyalty and repeat business, resulting in increased customer lifetime value. The results are a more predictable revenue stream for the company, driving better financial performance.

Increased customer satisfaction can lead to increased customer loyalty and repeat business. When customers have a positive experience with a company, they are more likely to stick with that company and continue to do business with them in the future.

Therefore companies with a customer-first approach see a decrease in customer churn. A study by Salesforce found that companies with a strong customer-first culture have a 16% lower churn rate compared to those that don’t prioritize the customers’ experience.

7. Increased customer advocacy

When customers have a positive experience with a company, they are more likely to become advocates and promote the company to others. This type of word-of-mouth marketing can be extremely valuable for businesses, as it can lead to new customers and increased brand awareness.

A study by Qualtrics found that customers who have a positive experience with a company are three times more likely to become advocates compared to those who have a neutral experience, and seven times more likely than those with a negative experience.

8. Improved employee satisfaction

When employees feel that their company values the customer experience, they are more likely to feel engaged and fulfilled in their job. This can lead to higher employee morale, lower turnover, and improved customer service, as employees are more likely to provide a high-quality experience to customers.

A study by Forbes found that companies with a strong customer-first culture have an average of 7% higher employee satisfaction compared to those that don’t prioritize customer experience.

These statistics clearly show the far-reaching impact of a customer-first strategy, from increased customer satisfaction and loyalty to improved financial performance, and higher employee satisfaction. They highlight the importance of putting the customer at the centre of all business decisions and operations and the long-term benefits that can result from doing so.

 

Final Thoughts and Watch-outs

In order to adopt a customer-first strategy, companies must first understand their customers by continuously monitoring and improving the customer experience.

This means collecting and analyzing data on customer behaviour, preferences, and needs. Companies can use this information to improve product design, marketing campaigns, and customer service initiatives. Additionally, companies must also invest in technology and tools that can help them understand and improve the customer experience.

One important aspect of a customer-first strategy that is often forgotten in all the excitement is that it is essential to empower employees to make decisions that put the customer first. This means giving them the tools and training they need to deliver a high-quality customer experience. And allowing them to make decisions that put the customer first, even if it means occasionally deviating from company policy.

 

In conclusion, a customer-first strategy is critical for companies looking to succeed in today’s highly competitive business environment. By prioritizing the customer experience, companies can increase customer satisfaction, loyalty, and repeat business, which can ultimately drive better financial performance.

Companies that adopt a customer-first strategy must first understand their customers, empower employees to make customer-first decisions, and continuously monitor and improve the customer experience. By doing so, they can ensure long-term success and remain competitive in today’s market.

Isn’t that the best business investment for continued growth?

If you would like to learn more about adopting a customer-first strategy, then let’s talk.

Book a Complimentary Advisory Call.

 

How Your Executive Team Can Ignite Enthusiasm for Your New Company Vision

Posted on by Denyse Drummond-Dunn

Rapid market changes are being witnessed in many industries, forcing many companies to adopt a brand new company vision. Just see how Netflix, Amazon, Google, Facebook and Tesla have reinvented themselves in the past few years.

And we’ve all seen a freshly hired CEO decide on a new or expanded direction for their organisation, in order to make his/her mark quickly.

Of course, some (many?) fail this delicate task, as recently witnessed with Elon Musk for Twitter, but it can be done effectively and painlessly with a bit of thought.

To illustrate how it can be achieved, I will use the example of adopting a customer-first strategy (what else?!) and a 7-step roadmap for the executive team to follow, which will encourage all employees to embrace the new company mission.

 

1. Communicate importance of customer focus

Let’s start with by far the most important point, communication.

The executive leadership team should clearly communicate the importance of putting the customer first and how this approach aligns with the organization’s mission and goals. This should be accomplished through various channels such as company-wide meetings, memos, and emails.

Effective communication is key in getting the entire organization to embrace a customer-first strategy. The executive team should share the reasons why the organization is making this change and how it will benefit both the customers and the company as a whole.

This could include communicating the importance of customer satisfaction, loyalty, and retention, as well as the long-term impact on the business’s reputation and bottom line.

Here are some suggested steps to do this:

  • Schedule a company-wide meeting to announce the adoption of a customer-first strategy.
  • Prepare a clear and concise message explaining why the change is being made and how it aligns with the organization’s mission and goals.
  • Encourage open discussion and answer any questions or concerns employees may have.
  • Follow up with an email or memo that summarizes the main points of the meeting and provides additional information on the customer-first strategy.
  • Continuously measure and communicate the progress and success of the customer-first approach, to keep employees engaged and motivated.

 

2. Lead by example

The C-suite should lead by example and demonstrate the desired behaviors and attitudes towards customers that they want to see in all their employees.

This means actively listening to customer feedback, being responsive to their needs, and treating them with respect and empathy. It also includes responding to customer feedback and addressing their needs.

It’s important for the executive team to be accessible and approachable at all times, and to actively seek out customer feedback and respond to it in a timely manner. This is by far the best way to understand what is going on in the business.

The summary steps are:

  • Train senior management on the principles of a customer-first approach and how they can demonstrate their commitment to this strategy.
  • Make sure leaders are accessible and approachable, and actively seek out customer feedback and respond to it in a timely manner.
  • Encourage everyone to share their success stories and best practices with the rest of the organization. Publicly reward those that show the desired changes.
  • Hold senior leaders accountable for adhering to the customer-first strategy and making customer satisfaction a top company priority.
  • Follow appropriate metrics that align with the desired changes in customers’ attitudes and behaviours as well as internal transformations.

 

3. Align processes and systems

An organisation’s processes, systems, and policies must support the customer-first approach and remove any roadblocks that may hinder its adoption. This is the best way to make it easier for employees to put the customer first.

The changes that may be required include streamlining customer service procedures, improving how customer complaints are handled, and investing in technology that makes it easier to interact with customers.

Typical steps to achieve these are:

  • Conduct a thorough review of the current processes, systems, and policies currently in place and identify anything that could hinder a customer-first approach.
  • Work with relevant departments and teams to streamline customer service procedures, and improve complaint-handling processes.
  • Invest in technologies that make it easier to interact with customers. And remember to consider both directions of any connection.
  • Ensure that the customer-first approach is reflected in all customer-facing materials, such as brochures, websites, and other marketing materials. For more on making your website more customer focussed, check out the post “Win Online: 9 Ways to Make a Great Website that Engages More Successfully”
  • Regularly evaluate the effectiveness of customer-facing processes and systems and make any necessary changes to improve the customer experience.

 

4. Embed customer feedback

The executive leadership team should encourage all employees to seek out customer feedback and make it part of the decision-making process. This helps ensure that customer perspectives are taken into account and that decisions are made with the customer in mind. Customer feedback should be integrated into the decision-making process to ensure that the organization is always putting the customer first. This could involve using customer feedback to inform product development, improve customer service processes, and make data-driven decisions. It’s important for all employees to understand the importance of seeking out customer feedback and using it to drive change within the organization.

  • Establish a system for collecting and analyzing customer feedback, such as customer surveys, focus groups, or online reviews.
  • Ensure that customer feedback is shared with all relevant departments and teams, and used to inform product development, improve customer service processes, and make data-driven decisions.
  • Provide training and resources to help employees understand how to use customer feedback to drive change within the organization.
  • Encourage all employees to seek out customer feedback and use it to continuously improve the customer experience.

 

5. Provide training and resources

The executive leadership team should provide training and resources to employees to help them understand the customer-first approach and how to implement it in their day-to-day work. This could include customer service training, workshops, or access to customer data and feedback. It’s important for employees to have the tools and resources they need to provide excellent customer service and to feel empowered to make decisions that put the customer first.

  • Develop a training program that covers the principles of a customer-first approach and how to implement it in day-to-day work.
  • Provide customer service training to all employees, with a focus on empathy, active listening, and problem-solving skills.
  • Offer workshops, webinars, and other learning opportunities to help employees deepen their understanding of the customer-first approach.
  • Provide employees with access to customer data and feedback, and encourage them to use this information to inform their work.

 

6. Encourage and reward customer-centric behaviour

The executive leadership team should encourage and reward employees who demonstrate a strong commitment to putting customers first. This can be done through performance evaluations, promotions, or bonuses. Encouraging and rewarding customer-centric behavior is key in getting employees to embrace the customer-first approach. This could include performance evaluations that assess the extent to which employees are putting the customer first, promotions for employees who consistently demonstrate a strong commitment to customer service, and bonuses for employees who go above and beyond to meet customer needs.

  • Incorporate customer focus into employee performance evaluations and provide regular feedback on how well employees are putting the customer first.
  • Promote employees who consistently demonstrate a strong commitment to customer service and reward those who go above and beyond to meet customer needs.
  • Recognize and reward team successes that are driven by a customer-first approach, such as increased customer satisfaction or loyalty.
  • Provide incentives and rewards for employees who consistently put the customer first, such as bonuses, promotions, or special recognition.

 

7. Continuously monitor and improve

The executive leadership team should regularly assess the effectiveness of the customer-first strategy and make changes as needed to ensure its success. This could include gathering customer feedback, tracking customer satisfaction metrics, and conducting regular audits of customer-facing processes and systems. The executive leadership team should also be proactive in identifying areas for improvement and taking steps to make changes that will benefit the customer.

  • Regularly gather and analyze customer feedback to assess the effectiveness of the customer-first strategy.
  • Track customer satisfaction metrics, such as Net Promoter Score (NPS), customer retention rates, and complaint resolution times.
  • Conduct regular audits of customer-facing processes and systems to identify areas for improvement and make changes as needed.
  • Encourage all employees to continuously seek out opportunities to improve the customer experience and make customer satisfaction a top priority.
By following these steps, the executive leadership team can create a culture of customer focus within the organization and ensure that all employees work together to meet and exceed customer expectations.

If you would like to know what support we can provide in helping you to adopt a customer first strategy, check out our training and advisory offers, and then contact us here:

https://c3centricity.com/contact

7 Reasons Why Your Customer First Strategy Adoption Will Fail!

Posted on by Denyse Drummond-Dunn

Every CEO knows that a stronger customer focus can be the answer to many – dare I say most? – of their business challenges!

So why do so many companies continue to struggle in successfully adopting a customer-first strategy and culture?

Here are the seven main reasons why companies fail to effectively adopt a customer first strategy; which one are you struggling with the most today?

1. The CEO has stated it as a company objective but has not detailed what nor how the organisation will change

While it is essential that a customer-first strategy has a board-level sponsor, it is important that every employee understands their role in making it happen. It should not be treated as just another project for one department to complete, but as a long-term, top 3 company objective.

When this happens, every division is driven to identify how their actions will impact their customers and what part they will play in meeting this important company objective.

This is one area where the CEO can’t set it and forget it. He/she needs to be regularly informed of progress and should ask some “awkward” questions to ensure that everyone is truly embracing the objective. Without this company-wide support, the strategy will never succeed.

The CEO needs to ask the awkward questions that ensure everyone is embracing a customer-first strategy. #CEX #CRM #CustomerFirst #CustomerCentricity #Customer Click To Tweet

A few years ago, the Business Roundtable, which is an association of over 180 CEOs leading US companies, agreed to put people before profits. They specifically said they would be:

  1. Delivering value to our customers.
  2. Investing in our employees.
  3. Dealing fairly and ethically with our suppliers.
  4. Supporting the communities in which we work.

With many organisations now struggling to recover from the impact of covid-19, it is interesting to see whether they have all moved forward on these objectives.

The Business Roundtable updated their results one year later. In the summary you can read HERE they say:

One year later – through a period of unprecedented crises – companies have demonstrated a commitment to the values embedded in the Statement.

 

2. The organisation has not fully embraced the strategy

As mentioned above, everyone has a role to play in satisfying and delighting the customer. It is not the job of marketing, sales or market research alone to understand their needs. It is vital that each employee thinks customer first and ensures that every action and decision they make is customer centric.

One easy way to do this is to ask this question at the end of every meeting:

“what would our customers think of the decision we just made?”

If there is something they wouldn’t like or you know that you yourself wouldn’t approve of, then it needs to be reconsidered.

What would our customers think of the decision we just made? #CEX #CRM #CustomerFirst #CustomerCentricity #Customer Click To Tweet

I would also suggest reading the recent post “7 Ways to Deliver Awesome Customer Service.” It includes seven recommendations so that everyone in an organisation can treat the customer with the respect and great service they deserve.

 

3. The project is treated just like any other

As with every well-defined objective, it is important that there is a responsible leader supported by a well-rounded and experienced team to lead the customer-first adoption. They will be responsible for ensuring that every department identifies and makes progress in the desired direction. They will also be able to adapt and adjust the plans as challenges arise in its execution.

This is the same for every project, not just that of adopting a customer-first strategy. For more on project management I suggest reading the post “Getting to Yes: A 7-step Roadmap to Successful Project Management.”

However, unlike most other projects, adopting a customer first strategy will not have an end date! It should have a timeline to identify milestones, of course. But as the customer will continue to change, the actions needed will need constant adaptation. I like to say that “customer-centricity is a journey, not a destination.”

Customer-centricity is a journey, not a destination. #CEX #CRM #CustomerFirst #CustomerCentricity #Customer Click To Tweet

 

4. The initiative does not have a visible leader

The initiative must have an executive sponsor and a passionate and charismatic leader, to excite and drive the whole organisation towards a more customer-centric approach to business.

Once the board has endorsed the initiative, the every-day leadership should be handled by someone who exemplifies customer-centricity and has a passion for customer delight.

In the most customer-centric organisations, this person is a CCO (Chief Customer Officer) or CXO (Chief Experience Officer) who sits on the executive board alongside the CEO, CFO and CMO.

According to this article in Forbes, the responsibilities of a CCO are to:

  1. Bring The Customer To Life
  2. Reach Outside The Organization
  3. Involve The Front Lines
  4. Embrace The Data

As you can see, these are actions that demand specific capabilities that complement rather than replace those of the heads of sales, marketing and PR. That is why a customer-first strategy needs a separate functional head. Trying to integrate these into the responsibilities of these other leaders is unlikely to meet with much success. Some of the best CCOs / CXOs come with a background in customer service or market research. This is because both professions prioritise the need to not only know but also understand the customer. Another Forbes article highlights some of the dangers of appointing a CCO or CXO. These include thinking that the job is then done, or that the person remains just a figurehead without any power to change company structure nor culture. It certainly makes interesting reading if you too are contemplating recruiting a customer representative and will help you to avoid many errors.

5. No-one understands how to move the initiative forward.

When you don’t know where you’re going, most people are afraid to take the first step. But that’s the only one you need to know. It’s easier to course-correct when you are moving than when you’re standing still. As already mentioned, customer centricity is a journey, not a destination.

That’s why many organisations now work with a business catalyst to help them take those all important first few steps. Once the project is up and running, occasional sessions are then sufficient to keep the internal excitement for the customer growing.

If you are nervous about “going it alone” then let’s discuss your first moves. Just contact me for an informal chat.

Successful businesses work with a business catalyst to help them take the important first few steps when adopting a customer-first strategy Click To Tweet

 

6. Everyone in the organisation is unclear about their role in satisfying and delighting the customer.

It is well-known that companies such as Amazon and Zappos have new employees enjoy direct contact with the customer from their very first days’ working in the company. However, this is something that should also be encouraged on an ongoing basis as well.

Ideally, every employee should get the chance to watch, listen and interact with customers regularly. The best organisations have such connections on every employee’s annual objectives, specifying such exchanges on a monthly basis as a minimum.

If you would like to start making regular contact with your customers in person, rather than through your care centers, then I would highly recommend you read “Five Rules of Customer Observation for Greater Success.”This article will help you to avoid the mistakes many make when observing the customer for the first time. It is also a useful reminder for those who have been connecting for a long time and may have some bad habits they need to correct.

 

7. They think it costs too much

While this may be the perception, in reality, it costs a lot more NOT to adopt a customer-first strategy. It makes both business sense AND customer sense.

There has been so much research done on the impact of adopting a customer- first strategy that there is no doubt that it provides a positive ROI (return on investment):

  • Walker found that 86% of buyers would pay more for a better experience.
  • Genesys showed that improving the experience for customers is the key to increasing retention, satisfaction and sales.
  • Deloitte and Touch claim that customer centric companies are 60% more profitable.
  • Bain & Company research shows that increasing customer retention rates by 5% increases profits by between 25% and 95%.

These numbers should be sufficient to convince every CEO that a customer-first strategy is worth investing in. In fact, it is an essential strategy every CEO would be wise to adopt, no matter what industry they are in. So what are you or your CEO waiting for? Did I miss a different problem you are currently facing? What other challenges have you faced or are now facing in adopting a customer-first strategy? Please let me know by adding your comments below.

If you would like to know what support we can provide in helping you to adopt a customer first strategy, check out our website then contact us here:

https://c3centricity.com/contact

 

Win Online: 9 Ways to Make a Great Website that Engages More Successfully

Posted on by Denyse Drummond-Dunn

What makes a great website?

What makes a website great for your customers?

What makes a website great for your potential customers?

The answers to these questions will help you to publish a successful website. One that encourages current and potential customers to find, see, like and then engage with your content. All of these are precursors to buying your products and services for many customers! 

I published a post on this topic many years ago, which included the seven elements that must be on your website. It is called “The 7 essentials of Customer Centric Websites.” and it still makes a useful (and short) read.

One of the major changes since then, is that today, with mobile more likely to be the screen of reference, we have gone from a “no scroll” to a “must-scroll” format. Words have given way to more images and now also to videos. We have gone from information to entertainment, from push to pull, and from “ours” to “theirs.”

Many articles about optimising websites talk too much about technology and usually include company rather than customer priorities. But you, fellow customer centricity champions, know that everything should start with the customer! So I’d like to build on my earlier post to lay out what it takes to win online these days.

 

9 Essentials of a Great Website

Checking a website is often the first step a customer makes when they are interested in buying a brand or learning about a manufacturer. Therefore we should ensure that ours responds to their needs, whatever the reason for their visit. I have chosen the nine essential elements of a customer centric website below.

Please let me know what you think, by adding a comment below.

1. It’s for the customer, not (just) you

Although your website is about you and your company and/or brands, it is your customers, both current and potential, that need to like it.

Therefore, start by thinking about for whom you are developing the site and what their desires and needs are. Use our  4W™ template to ensure that you go as deep as possible in your understanding of them. I also suggest you read “12 things you need to know about your target customers” for more on what information you need to gather in order to describe them in depth.

Who is your website for? If it's not for your customer it's time to rethink. Click to Tweet

 

2. An intuitive structure

We don’t have time to read, let alone learn how to navigate a website. Customers will leave if they can’t immediately find what they are looking for. This explains why many – dare I say most? – businesses have a 50% plus bounce rate. (See 20+ Average Bounce Rate Benchmarks -2022 update)

It may still be necessary to have a sitemap for those visitors who need help in navigating or are less logical. However, it no longer needs the prominence it once did.

Put it at the bottom of the page in the footer and don’t waste valuable real estate by placing it at the top. If you make it easy for people to find what they are looking for, they will never need to revert to a sitemap, and are even less likely to leave for a competitor’s website.

If you make it easy for people to find what they are looking for on your website, they will never need to revert to a sitemap, and are even less likely to leave for a competitor's website. Click to Tweet

 

3. Customers can contact you however they want

Some websites force the visitors to their website to complete a form if they can’t find the information they were searching for.

My recommendation is to do away with impersonal forms and drop-down menus. They usually force customers to use your classification. And even worse, they sometimes don’t even acknowledge that the request has been received!

Instead, make them feel special, valued and appreciated. Make them feel like you are excitedly waiting to hear from them, and that you want to know what they have to share or ask. Acknowledge the request and give them an idea when they can expect a reply.

Customers want to be treated as individuals, not as just one insignificant member of the masses. How do you treat your customers? As the precious clients they are for your business?

 

A second recommendation is to include contact links or your full details. These should appear on the home page, and include telephone numbers, email, postal and street addresses, and social media accounts.

With the global nature of the internet, a customer has the right to know where you are based. And if you don’t tell them, they may imagine the worst!

Your customers have the right to connect as they wish, by whichever media they prefer. Do you give your own customers a choice? Click to Tweet

 

4. Full details of your products, brands and services

Today’s customers demand information. In addition to knowing who and where you are, they also want details about ingredients, sourcing, limitations of usage, distribution and availability.

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They want reassurance about your practices. Are they sustainable? Is your vision acceptable and your practices ethical? The more information you provide, the less need people will have to contact you with such requests for more information.

Today’s customers demand information. In addition to knowing who and where you are, they also want details about ingredients, sourcing, limitations of usage, distribution and availability. Click to Tweet

One more recent addition to this already long list of information, is company purpose.

There is a lot of debate about whether or not customers care about companies and brands, but the covid pandemic has brought company support to the forefront. The best have been able to demonstrate their purpose through their actions. McKinsey wrote a great article on the topic that I highly recommend. It’s called “Demonstrating corporate purpose in the time of coronavirus.”

 

5. Details about your company

Anonymous websites are no longer tolerated, as I already mentioned. Customers demand to know with whom they are engaging. So you can no longer hide who you are. But customers need far more than just your contact details.

A detailed “About” section must also be provided, with clear information about all aspects of the company. Topics to include are your management or team structure, operational areas, mission statement, values, strategy, culture, and if you have one, your company societal purpose too. You should also add the latest company news, both for investors and customers.

With the continued rise in the interest of visual content, incorporating a media section can add further interest too. In it, you can provide images and films of your products and advertising. This will ensure that your brands are correctly presented online, as everyone will have access to professional, quality photos and videos.

Today’s customers demand information. In addition to knowing who and where you are, they also want details about ingredients, sourcing, limitations of usage, distribution and availability. Click to Tweet

This visual section has one further advantage. That of making it easy for customers to both comment on and share their favourite ones.

Advertising, in particular, is popular for sharing on social media, so make sure you have the best possible selection of both the latest and historical but popular material available. Adding social share buttons will make it even easier for them.

 

6. Valuable content

Regularly updated content is good for your SEO rankings as well as for encouraging your customers to return frequently.

Think about the topics of most interest to them. Perhaps you could answer common questions they have through a FAQ section or blog.

Or provide useful recipes, styling tips or other relevant information about product usage that your customers will find appealing. Frequently added new content will have people coming back to visit your site more often.

As mentioned above, visual content is vital today as people read less. If you struggle to create sufficient new content, or just want to get your customers more involved with your brands, then inviting them to provide it is a win-win for both of you.

User-generated content (UGC) as it is called, enables customers to share their real-life experiences with your brands, products and services. You can take advantage of this by offering space for them to add photos, videos and comments. Their stories help convey your brand’s values to other people and build trust.

Purina has been doing this successfully for many years, as owners love to show off their pets. They have even turned user-generated content into advertising. And many other brands have been inspired by what their customers share with them. For an insightful overview of some of the best campaigns, I highly recommend “14 Inspiring User Generated Content Campaigns.”

 

7. A responsive design

We are all multi-screen users today, moving seamlessly from smartphone to tablet, and from a laptop to TV. We expect the same quality of experience no matter what screen we are using. So a great website needs to be optimised for this.

We are all multi-screen users today, moving seamlessly from smartphone to tablet, and from a laptop to TV. A great website needs to be optimised for mobile. Click to Tweet

I am always amazed when I view a website that is not optimised for mobile, Yes they still exist even today! It really does negatively impact the customers’ experience and will certainly damage the brand’s image in the medium term.

A further reason for having a responsive design is that in the last year or so Google has started to penalise those websites that are not optimised. Your potential customers may never learn about you because you won’t appear on the first pages of search results.

 

8. Engaging content and entertainment

Even if your customers come to your website looking for information, they are often also expecting some form of entertainment. Whether through useful tips and guides, or quizzes, games and competitions, customers demand to be surprised and delighted by the experience you offer them online.

Even if your customers come to your website looking for information, they are often also expecting some form of entertainment. Click to Tweet

We all love to learn more about ourselves, and the rapid rise of fitness bands and Facebook quizzes are a clear indication of this. Who can resist an invitation to discover “What your favourite colour means” or “What your favourite foods say about you”? or “How male/female is your brain?”  Incidentally, the second one was developed by Unilever’s Knorr brand.

I bet you just clicked or plan to click on one of those links, didn’t you?! See how powerful quizzes can be?

And don’t forget our very own C3C Evaluator™ for assessing how customer centric you are. 

 

9.   High level of security

Companies record more and more information about their customers than ever before. At least we now have the possibility to define what we are willing to share and what we are not. However, I, like many of you too I’m sure, never bother going into the details of the cookies we are asked to approve.

But in return, we all expect our details to be kept safe. While it remains your responsibility to ensure a secure environment, you can also help, by only asking for the details that you will immediately use for business purposes.

Ask yourself, do you really need telephone numbers if you will never call or text? Do you need postal addresses, occupation or other details that may be possible to collect?

By only requesting the information that you will use, you will reduce the chance of being hacked, due to the lower value of your database. But you also risk losing fewer customers than you would if you require detailed information, especially at the beginning of the relationship before trust has been built. You can always build up your information on your customers over time as they become more comfortable with providing it to you.

Only request the customer information that you will use, not everything you can. You risk losing fewer customers than you would if you require detailed information, especially at the beginning of your relationship. Click to Tweet

Of course, no matter how much information you collect from your customers, you need to protect your database from cyber attacks, whether that risk is high or low.

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When I wrote the original post on customer centric websites, I mentioned Reckitt Benckiser as a best-in-class example. Today, when I look at the leading CPG / FMCG websites, I find many others that deserve a mention. I, therefore, decided to ask you, the reader, to vote for your favourite customer centric website and why you consider it to be a great example? Please share your ideas below in the comments.

And if your own website doesn’t pass the above nine essentials test, perhaps it’s time to make some changes? We can help with a detailed website audit which will pinpoint how to optimise it for your customers’ experience.

Essentials of a Customer First Strategy Every Industry Needs to Adopt

Posted on by Denyse Drummond-Dunn

Every business should strive to improve their customers’ experience with their products and services. Adopting a customer first strategy is therefore often mentioned as a company objective. Unfortunately, it rarely goes beyond the theory in most organisations, so I decided to help out with these six suggestions.

Hospitality is perhaps one of the most visible industries where customer satisfaction, or lack of, is quickly shared with the world.  (Read my last post for more on this)

It is true that without satisfaction, customers will not return to a hotel or restaurant. And they will almost certainly share their (bad) experiences with anyone who will listen – including online!

Hospitality is also one of the industries that receives the most comments online, thanks to TripAdvisor and other booking sites. There is no hiding from their clients!

Now while I empathise, this is not all bad news. Because it means that great service will also be more quickly known about online. Therefore you can make changes and see the results almost immediately, or at least far quicker than in most other businesses.

However, despite this, I believe that the hospitality industry has a lot it can learn from consumer packaged goods (CPG) where improvements take the consumer longer to appreciate. In fact most other industries could benefit from taking a look at some of CPG’s best-in-class processes.

Both the hospitality and CPG industries have their customers at their heart; after all it’s in their name. They are both founded on pleasing and hopefully delighting their clientele in the quality of the products and services they offer.

However, as the world changes, customer demands do too and companies need to stay current if not ahead of these requirements, in order to ensure continued growth.

 

The 6 essentials of a customer first strategy

#1. From ROI / ROR to ROE

There has been a lot of talk recently on moving from a return on investment to a return on relationship metric. While I agree with the importance of relationships, I believe that what we should be talking about is engagement. Be honest, other than the author of the once popular book that started talking about brand love, who wants to have a relationship with a brand?!

Brands that have a high following and loyalty have found a way to consistently engage their fans and keep them coming back. They become involved and interested in the brand, the product, their website, even their communications.

Coca Cola and Red Bull are great examples of this. You should also check out another post entitles “Increasing Impact & Engagement through Advertising Testing.”

Brands that have a high following and loyalty have found a way to consistently engage their fans and keep them coming back. #CEX #CRM #Engagement Click To Tweet

 

#2. Building Relationships with Strangers

While the hospitality industry is based on serving and satisfying its guests, in today’s connected world, it also needs to consider people who are currently strangers – but who could potentially become clients.

These might be the friends of current guests, who for example the Rosewood Mayakoba resort in Mexico tries to attract. Let me explain.

This wonderful hotel encourages its guests to photograph their experiences during their stay at the resort and then to share them with their friends on Facebook. This not only provides free publicity for the hotel, but also enables it to start engaging these potential clients, since they probably have similar lifestyles to their current guests.

User generated content (UGC) works well because customers trust each other a lot more than they do brands. Research from Forbes shows that 81% of consumers’ purchase decisions are influenced by their friends’ social media posts.

For some great examples of successful UGC campaigns, I highly recommend checking out this article on Wedevs. You may also like to read our article “The Exceptionally Easy & Profitable Uses of Customer Co-creation.”

User generated content (UGC) works well because customers trust each other a lot more than they do brands. #CEX #CRM #Trust @C3Centricity Click To Tweet

 

#3. Value is More Important than Price

Having additional control in their lives today means that customers are re-evaluating what they are offered. They have higher expectations and are more discerning in their choices. They expect recognition at every touchpoint, even if in reality their peers influence their decisions more than does traditional marketing. This is important to keep in mind as you build your customer first strategy.

The internet enables people to compare offers, so they are less interested in bundled propositions, preferring to decide what is best value for them personally for each element. Several brands have understood this and now offer their customers the possibility to define their own, personal bundle of options. Liberty Mutual is one such example of this.

According to research by Walker, 86% of consumers would be willing to pay more for a better experience. So don’t get fixated on price; find ways to add value that consumers may appreciate far more than its actual cost to you.

To learn more about pricing and value check out “Sourcing & Services Matter: Why Price Alone Won’t get your Customers to Stay.”

Don't get fixated on price; find ways to add value that consumers may appreciate far more than its actual cost to you. #CEX #CRM #Trust @C3Centricity Click To Tweet

 

#4. Renovation is More than just for Buildings

Most CPG companies have targets for innovation and renovation; sometimes it can be as much as 30% or more of annual revenue. They also have mid-term innovation pipelines which can include partnerships in joint ventures with what were previously mere competitors. These have mutual benefits as each partner can concentrate on their individual skills, which enables each partner to then develop better new products and services.

Consider building partnerships and joint-ventures into your own customer first strategy. They will enable you to satisfy and delight your customers far more quickly than you could do when working alone.

For hospitality, innovation can no longer be purely physical or rational; we need to consider more emotional and relational ways to satisfy. The Rosewood Mayakoba resort, already mentioned above, is one good example of this. The Art Series Hotels were another, until they were bought by the Accor group. Check out one of the latter’s last campaigns to appreciate how they excelled at understanding their guests: Art Series Overstay Checkout. Sadly they have now become just another chain hotel, despite trying to communicate something different. I also recommend reviewing the amazing pictures posted on MayaKoba’s Facebook page?

If you want more ideas on innovating, then you will certainly appreciate our article “A Customer-First Approach to Successful Innovation.”

 

#5. Loyalty is Never Really Won

One of the reasons that I believe we need to work on building engagement in all industries, and not just in hospitality, is because customer demands are constantly evolving. What satisfied them yesterday, can bore or even disappoint today.

To acquire and retain our customers, we need to be constantly upgrading our products and services, so that they remain surprised and delighted. This means that loyalty is much less long-term than in the past, and lifetime value is now measured in years rather than in decades.

To acquire and retain our customers, we need to be constantly upgrading our products and services, so that they remain surprised and delighted. #Customer #CEX #CRM #Satisfaction @C3Centricity Click To Tweet

Ensure you build loyalty actions into your customer first strategy, not just for attracting new customers. Remember it costs far more to get new customers than to keep and grow your current ones. So don’t ignore them by considering that they don’t need further efforts once won. Loyalty doesn’t last for ever!

 

#6. Dialogue and Exchange, Don’t Just Communicate

In today’s connected world, customers want a say in not only what they consume, but also where, when and how they are marketed to. They want a say in what they buy and expect a rapid resolution to any queries or complaints.

According to SuperOffice nearly half of all customers (46%) expect companies to respond to social media postings within 4 hours, while 12% expect a response within 15 minutes or less. This means that 24/7 monitoring is essential for all organisations if we are not to disappoint our most engaged customers.

We must have 24/7 monitoring if we are not to disappoint our most engaged customers. #CEX #CRM #Customer #Engagement @C3Centricity Click To Tweet

 

These are just six of the many ideas I shared during a talk I gave to the faculty of a world- renowned hospitality school. If you are interested in seeing the full talk, I am happy to share it. Just email me with your details and what your biggest business challenge is currently in adopting a customer first strategy.

Are you struggling to improve your own customer centricity? Whatever people-facing industry you are in, we would welcome the chance to catalyse your growth. Check out our website for more information about our services and training programs, then contact us here.

I hope you enjoy reading this blog post.

If you want me to catalyse your growth and profitability, just book a call.
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