How to Give Your Customers What They Really Want Today!

As a dedicated customer centricity champion, just like you, I spend a lot of my time researching what customers want, just like you do too, I hope. In this period of great global unrest, understanding our customers has become more important than ever before.

Just a few short months ago, I didn’t think that it would be possible for customer-centricity to become any more important. But things change and now everyone is fighting to keep their businesses afloat. So the new and constantly altering needs and desires of our customers should be a top priority for all of us to follow.

To help me keep abreast of the changes, I’m regularly checking online searches for such terms as customer service, customer satisfaction and customer care. Google and Bing have become some of my best friends!

A couple of years ago, I came across some surprising facts, which prompted this post when I first drafted it. But with the incredibly unforeseen events of the past few years, I feel it deserves a update.

Already at the time, my analysis suggested a serious problem in the business of looking after our customers. Today it is clear that any organisation that hasn’t spent time putting things right, will most certainly be suffering in this post-pandemic, global unrest in which companies are trying to do business. I’d be interested to hear your own thoughts once you have read the article.

 

Customer Centricity

Wikipedia, another of my faithful friends, doesn’t have a definition for customer centricity! If you look up the term, you get directed to customer satisfaction! Unbelievable.  Try it for yourself and see!

Gartner defines customer centricity as:

“The ability of people in an organisation to understand customers’ situations, perceptions, and expectations.”

It then goes on to say:

“Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.”

What I particularly like about this definition, is that it refers to customer understanding and the need for customers to be the focus of decision-making. It also highlights the need to create not just customer satisfaction, but loyalty and advocacy too.

Now whereas it seems to be difficult to build longterm loyalty these days, especially in B2C businesses, advocacy is essential in today’s connected world. Of course the latter means that customers are surprised and delighted rather than just satisfied, so that they are excited to share their positive experiences with others.


Need help in adopting a customer-first strategy?

Check out our Brand Accelerator™ Course in the C3Centricity Academy


Aim for Advocacy Rather than Loyalty

As we all know, it costs between 5 and 25 times more to acquire a new customer as it does to retain existing ones. (Invesp) Therefore strong loyalty is a valuable benefit for a brand. But covid saw us all changing our purchasing behaviours, as we researched, compared and then bought more online. So although loyalty is difficult, it is not impossible to achieve and luckily advocacy demands the same positive experiences that once led to customer loyalty. Continue Reading

The 6 Best Ways to Show you Respect your Customers

I was recently asked to speak about how to build relationships with clients, in this case for a realtor association. In preparing for the interview, I got to thinking about customer privacy and how important it is to build a mutually beneficial relationship while at the same time respecting the customer.

Customers don’t want to be automatically segmented and followed as they go about the web, viewing different sites. An article on Business2Community by Owen Ray says that

The tracking cookie is crumbling. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies.”

If you want to understand more on the topic of cookies I highly recommend this two-part article.

Companies that are truly customer centric know that it is important to build a mutually beneficial relationship where there is something for both parties in exchanging information and services. Many businesses ask far too much of their customers, with little if anything in return. I believe this is one of the major reasons that customers today are becoming sensitive to what and to whom they give any information about their interests, habits, needs and wishes. And why cookies are rapidly becoming a thing of the past.

I, therefore, thought it was useful to review the major points to keep in mind, when a business wants to collect information about its customers in order to offer products and services that better meet their wants and desires.

 

1. Ask Permission to Gather Information

This should be a no-brainer and yet I still find myself on lists to which I didn’t intentionally, if at all, subscribe! You too?

Whether you are connecting with your customers by mail, phone, email or the web, you need to first request permission to ask any questions and to gather the information you are looking for.

Not only should you ask for their consent if you are not in direct personal contact, but when connecting via email or the web, you should also double-check that permission. You have to ensure that the agreement has been given by your customer and that they are still ready to provide the information.

Being attentive to privacy when starting to build a relationship is vital and shows you respect your customers.

This also means asking them to confirm their consent not once, but twice. Double opt-in as it is known, ensures that your customer is correctly identified and that they have indeed themselves agreed to provide or receive information, or to be put on your mailing list.

Far too often I see requests where the permission is encouraged by using colourful buttons to click, or an implied criticism if you don’t, with phrases such as  “No, I have enough sales” or “No, I don’t want to save money”.

 

2. There Must be Mutual Benefit

When your customer has agreed to provide information you need to thank them immediately. Continue Reading

The 5 Essential Rules of Customer Observation for Greater Business Success

One of the best ways I know to understand your customers is to watch and listen to them whenever you can. Customer observation is a powerful, but unfortunately an under-utilised tool these days. So when was the last time you got intimate with your customers? If it wasn’t in the last week or two, you’re not getting out enough!

Before going on, I should explain that I use the word “customer” to describe the person who buys and / or uses your product or service. For the B2B business, the recommendations in this article are still valid, but would be of particular value when you work with your supplier or retailer, to help them to better know their own customers.

It is, therefore, not surprising that most companies run to conduct market research when they want to know something about their customers. They then (hopefully) invite relevant employees from marketing, sales, packaging, communications or R&D to watch the interviews or group discussions. However, this intense but short observation is likely to do more harm than good.

Let me explain.

Have you ever gone to watch a focus group only to discover that the research confirms your hypotheses? I bet you felt disappointed and even a little irritated that you “wasted” money on the project weren’t you? Well, this may actually be the result of your very own selective listening and interpretation. You watched and listened only to the topics that interested you. You were looking for confirmation of your hypothesis. But there was so much more you could have understood if only you had bothered to listen.

True understanding comes from regular interaction with your customers, not just from an infrequent observation or two. Here are some ideas on how to do this more effectively.

Make customer observation everyone’s job

There are many, many opportunities for every employee in an organisation to come into contact with their customers. In a customer-centric organisation, everyone has annual objectives which include connecting with customers on a regular basis. This could be by:

  • listening to calls at the care centre
  • reading posts on social media and message boards
  • participating in / watching promotions, demonstrations, sampling in retail outlets
  • joining market research fieldwork

Some organisations also make a habit of getting their employees to watch and listen to their customers in direct observation or connection sessions. However, these need to be managed carefully in order to avoid people jumping too quickly to incorrect conclusions, as I’ll explain in more detail below.

If you’d like to know more about running successful connection sessions in your own organisation, I can help.  Please contact me for more information about our 1-Day training sessions.

 

Customer observation is not as easy as it looks!

There is a very well-known example of the challenge of observation, in a video showing two teams of young people passing a couple of balls around. If you haven’t seen it you can check out the  Awareness Test and try it for yourself. Continue Reading

The Secrets to Growth. How to Get New Customers

This shorter than usual post was inspired by a great question on Quora about how to get new clients. Although my original answer was for a web design company, most of my ideas are relevant whatever industry or profession you are in. I therefore wanted to share my answers to the question in the hope of being of help to businesses large or small.

First let me say that if you’re struggling to grow, then you’re not alone! I imagine that this won’t make you feel much better. But please remember that business, especially entrepreneurship and freelancing, is for those who are strong of mind and spirit. There are going to be days, weeks or maybe even months of highs and lows. However, these shouldn’t make you question why you do what you do. For me, as a longtime entrepreneur, it’s the freedom that more than makes up for a day or two without a new client signing me up. And if you work in the corporate world, then it is the chance to impact the lives of thousands or millions of people for the better.

Wherever you work, one thing we all have in common is the need and desire to grow the business and get new customers and clients.

A few ideas for you to think about and above all to action!

Whatever ideas, tips, suggestions you may read or hear about, it is only in the action that you will make a difference. This article is no different. So when you’ve finished reading the post, stop reviewing your emails or surfing the web, and start planning your actions. We all go looking for answers, but only a few of us act on them when we find something useful. Be the exception and beat the competition!

As an aside, this is why my book “Winning Customer Centricity: Putting Customers at the Heart of Your Business – One Day at a Time” (includes link to download some sample chapters) is in a radically different format from every other business book out there. It has 50 chapters, but each one is only two pages long! Two pages of objectives, actions, examples and ideas, as well as an inspiring quote and a fun cartoon. It finally makes learning enjoyable again. Isn’t that what we all want? Now back to the answers.

1. Who were your Past Customers?

Let’s start with where you are today, or were yesterday. What were your past customers’ similarities? Go out and find more like them, using the same method they used to find you.

Was it word of mouth? Then ask for recommendations from them and your closest network. Was it through LinkedIn? Then make some new connections that are similar to them. Reach out to a segment of those who are most like your past customers and you think may have similar needs.

Any of these ideas will bring you more new potential customers than most advertising spend ever will. This is because you are speaking directly to the type of people who are most interested in what you have to offer. Continue Reading

How Well Do you Know Your Customers? 13 Questions your Boss Expects you to Answer

Be a true leader; share this post with the members of your team who need the inspiration and support.


Your boss expects you to be able to answer all his questions and especially to know your customers. Here are the 13 things your boss is likely to ask you and a handy Checklist to prove to him that you know your customers better than he realises.

Everyone speaks about customer centricity and the importance of the customer, but just how well do you know yours – really? The following is a checklist of 13 facts you need to be able to answer in order to know your customers as well as you should.

As you read the post, keep tabs on your answers and share your final score below. I’m offering a personal 50% discount code to spend in store for everyone who publishes their score here in July 2018. And if you’re the boss, I’d love to hear how well you think your team would do – 100% of course, no?!

 

 

#1. Who is your customer?

C3Centricity how well do you know your customerOK I’m starting off slowly, but do you know who your customers are? Not who uses your category, but who the people are that actually buy your product or service today? How much do you really know about them?

Their age, gender and location are the basics, but there’s a lot more you need to know about them. Check out12 things you need to know about your target customers for more on what you need to know to be able to describe them in the depth your boss expects.

The C3Centricity 4W™ Template is a great resource for storing all the information you have on your customer. Download a free copy and watch the related videos HERE.

 

 

#2. What business are you in?

Although this refers more to the category than the customer, it is important to ensure you are looking at it through the eyes of your customers. Many organisations are working with industry definitions rather than customer ones. What about you? If you want to know your customers, you need to understand what category they think they are buying.

This is one of the essential elements you need to understand in order to know your customers deeply. It is something that many organisations don’t take the time to clearly identify, which results in an incorrect appreciation of their market and competitors. By not correctly identifying the category you are in, or plan to enter, your innovations will also lack the success you are hoping for.

For instance, are you in the food business or the pleasure business, beverages or relaxation? One of my clients wanted to launch a fruit flavoured soft drink and thought they were competing with other soft drinks. When we worked together we discovered that they were actually competing in the energy drink business!

How many of your brands are not competing where you thought they were? See How to Innovate better than Apple for more on this topic. Continue Reading

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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.

 

#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.”

 

#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.

 

These are just six of the many ideas I shared during a talk I gave to the faculty of a world- renowned hospitality school. Continue Reading

With the travel and leisure industries still in turmoil after covid, I believe that now is a good time for them to review how they treat their customers. And mapping their customers’ journey is an important part of understanding and satisfying them better.

Through the example of an experience I had with the Hilton Group, I share some important lessons about getting customer service right! These will be invaluable as the travel industry fights to recover. 

 

Background

Each year around Christmas time, my family get together for a weekend of fun somewhere in Britain. Last year we met up in Bristol. As a Hilton Honors member for more than twenty years, I offered to book rooms for all of us in the local Doubletree.

I expected to get a better rate with my membership, and certainly cheaper than those offered by all the booking sites. Well, I reserved five double rooms for the weekend, as well as a table for ten in their restaurant for dinner on the Saturday evening.

I booked directly by calling the hotel, as I always prefer to do. I expect to be recognised for my loyalty – and if possible rewarded too! On this occasion I was proven seriously wrong!

A couple of weeks after booking and pre-paying for all the rooms, I received Hilton’s weekly newsletter offering me a significant discount for the exact same hotel and dates. Clearly their online pixels had identified me as being interested in this hotel, but they hadn’t connected this interest with my having booked directly. You can already see from this, that their customer journey mapping is incomplete.

As Hilton offer a “guaranteed lowest rate” I reached out to their call centre and was told that yes I was entitled not only to the lower rate, but to an additional 25% discount for having made the claim. I was told how to complete the claim form and I hung up ecstatic that I could save my family even more money – which we would no doubt spend in the bar before and after our dinner!

Imagine my surprise when the next day I was informed that my claim had been refused! I was notified that the guaranteed lowest rate only applied to third-party sites and not to Hilton’s own website!

I immediately responded and was again told that their guarantee didn’t apply to their own rates. In addition, as I had pre-paid I could not get the lower rate even if it was now being offered!

Not being one to take “no” for a final answer, I contacted their corporate customer service group again, as I felt my loyalty was not being recognized. I was once more given the same response, but this time was informed that my request would be forwarded directly to the hotel concerned – no doubt to get me off their (corporate) backs!

The hotel immediately responded saying that although it is corporate policy not to include direct bookings in their lowest rate guarantee (?!!), Continue Reading

Most major organisations follow societal trends today – and that’s a huge problem!

Think about it. They are all following the same trends, attending the same trend “shows” & conferences, and getting the same or at least very similar reports. This results in them all working on the same ideas & concepts, and eventually launching very similar products and services that will struggle to compete effectively.

Have you never wondered why suddenly everyone is talking about a certain topic, or using similar slogans, or launching similar offers? Now you know why.

Here’s how to avoid this and develop a powerful competitive advantage.

 

Market Evidence

I want to start by sharing just one example of the problem I just mentioned. Think back a few years ago and you will see that many companies started using the idea of “YES” and “NO” in their advertising. In Europe these included:

    • The Swiss Migros Bank: see the videos here – only in French & German but still easy to understand whatever language you speak.
    • Coke’s Say Yes to Love campaign.
  • Coke say yes to love

 

 

These are just three examples from very different industries, but I’m sure there are many others in the country you yourself live in. (If so do drop me a line, or share in the comments below, I’d love to hear about other examples)

Clearly the trend for more independence and freedom has been emphasised in all three organisations mentioned above. Perhaps they are working with the same trend or advertising agency. Or maybe they are buying the same external trend reports. It certainly looks like it, doesn’t it?

Companies that develop concepts based upon this type of external resource alone, can find themselves in a race to be the first to market when using the ideas that are proposed to them.

Incidentally, it is not always best to be the first when introducing new concepts to consumers, especially when they require a period of learning new ways of thinking or working.

So what can you do about it? The vital step that many – dare I say most – organisations don’t take, is to turn the trends they are following into future scenarios.

Scenario planning not only ensures original thinking and ideas, but also takes the development of new concepts in-house, where it belongs.

Then, the new product and service concepts, the new advertising campaigns, the new promotions that are developed are unlikely to ever be the same as those of the competition and will therefore have a greater chance of success.

 

How to Turn Trends into Future Scenarios

Organisation working with progressed trends have generally established their own process for turning trends into future scenarios. They all follow a similar pattern to the ten-step process summarised below:

Following the process as summarised above and also including all five of the additional criteria mentioned, provides the greatest chance of success in building plausible future scenarios that get actioned by your business.

If you have never done a scenario planning exercise before it may seem daunting, at least at first. Continue Reading

I’d like to start this post with a story. As you know, I published my book Winning Customer Centricity a few years ago. And being the customer centric champion that I am, I wanted to ensure that people could buy it wherever they were and in whatever format they preferred.

This meant offering hardback, paperback and Kindle versions. It also involved recording an audiobook. Now you’re probably thinking, as I myself did going into it, “How difficult is it to read out loud?”

I went for my first day of recording with not much more preparation than getting my book printed off. What a mistake! Luckily we had technical problems and Tony Johnston, who helped me with the project, decided to redo the first part again a week or so later.

That extra time gave me the chance to do two invaluable things. Firstly, to get some coaching from two incredibly talented – and patient! – actors, Pamela Salem and Michael O’Hagan. Secondly, to better prepare myself by reading the book out loud several times, and then marking it up with pauses, emphases and other notes, to make the recording more agreeable to the listener.

However, after successfully recording the first half of the book, I again fell back into my usual ways of presentation mode on the second day, and Tony once again, generously offered to re-record it. So I went back to my dream team of coaches, and did some intensive voice training and exercises. And lucky for me – and Tony – it was third time lucky. You can judge for yourself by listening to a sample on Amazon.

By now, you’re probably thinking “Nice story Denyse, but what does all of this have to do with me and my business?”

Great question; let me answer it by simply saying “A lot!” Read on, to find my easily applied learnings that will make your leadership style more efficient and effective, no matter what industry you work in. And in addition, by adopting all seven behaviours, you will be portraying a more customer centric leadership style.

1. We should never stop learning

As we rise in the corporate world, we seem to forget that we don’t know it all! We sometimes even think that we should have all the answers, or worse still, believe that we do!

I’m often quoted as saying:

“A day without learning is a day without living”

It’s vital that we continuously strive to keep learning and challenging our every-day habits and behaviours. Lifelong learning should be everyone’s mantra.

This has become increasingly important because technical advances are coming almost daily, so we need to constantly rethink the way we work. We should be adapting and integrating those technologies which could improve our business processes.

 

2. We should accept help

Some people find it hard to ask for help or even to accept it when it is offered. This is foolish, since we cannot be an expert in every area of business. Continue Reading

The covid pandemic clearly highlighted those companies that truly care about their customers and which provide them with excellent  customer service.

If a company claims to be customer centric then it is essential that they don’t just talk the talk, but walk the talk too. The pandemic gave many people more time to review from whom they bought and what services they were getting in return.

A few years ago I was prompted to question my own purchase decision of cable services from the Swiss company UPC-Cablecom. It had been known to have a  long-term deficit in customer service excellence versus its main competitor Swisscom. And as recent PWC research shows, 86% of buyers are willing to pay more for a great customer experience.

Swisscom has made customer service their MSP (main selling point or value proposition) and they were renowned for putting their customers first. UPC-Cablecom, on the other hand, had until then, been trying to win customers through non-stop promotions and aggressive price cutting. In today’s connected world, especially where the internet is concerned, dissatisfied customers will be quickly heard – across the net.

Back to the incident that prompted this post. After a few days of being ignored by UPC-Cablecom – my perception at least, because my emails and phone calls were not being answered – I’m somewhat embarrassed to say that I resorted to Twitter.

It is more than five years ago that Twitter was first referred to as today’s customer service centre. Social media usually guarantees a quick response, since contacting customer services through the usual channels often results in no reaction for hours if not days.

 

What makes a great customer care centre?

Customers these days expect a response in minutes or hours rather than days. Research shows that nearly a half of all customers (46%) expect companies to respond faster than 4 hours, and 12% expect a response within 15 minutes or less. And yet the average time to respond to customer service requests is currently 12 hours and 10 minutes! How does your own customer service response times compare? As you enjoy my blog posts I assume they are significantly better.

Most call centres are a frustrating, if sometimes necessary, experience for (often dissatisfied) customers to endure. In many cases, they are automated, with a long and complex self-selection process of button pushing to arrive at the department one needs – if you’re lucky that is!

But too often the result of all that effort is just a recording telling you to call back later as the department needed is not open at the moment, or that the collaborators are currently busy and to please stay on the line.

We are next subjected to music supposedly designed to calm our nerves, interspersed with messages suggesting alternative solutions to waiting on the line. Going to the website to find a solution in their available FAQs, or to complete a contact form, or to send an email. This I find insulting since I am sure most people only call after having tried to find a solution online – anything so they don’t have to suffer these long waits! Continue Reading

How do you know when you have too many variants in your brand portfolio? In my opinion, the answer is that it’s when you can’t answer that question! Can you?

One of the most popular evergreen posts on C3Centricity is “The Beginners Guide to Brand Portfolio Management.” It seems that we all suffer from a deep-rooted fear of managing and reducing our brand portfolio, especially when it includes many historic or regional variants.

That is why I decided to write about these best-kept secrets in portfolio management, which even large corporations are not always aware of!

 

MORE IS RARELY BETTER!

We live in an over-abundant world of consumer choice, but more is rarely better. The paradox of choice is a powerful concept  popularised by Barry Schwartz.

It states that people actually feel freer when they are given fewer choices. Have you never ended up walking out of a store without the purchase you had planned, because you had been faced with too many choices? I know I have – often!

It is said that the limited choice offered in hard discounters in one of the reasons for their success. It appears that it’s not only about lower prices.

Retailers such as Aldi and Lidl present just one or two brands of each category they stock, in addition to their own brand. The branded products they do sell are almost always the cheapest offering the brand has, or one of their older versions that are no longer very popular. And they are usually at the same price if not even higher than in normal supermarkets!

More than fifteen years after the first research on which Schwartz based his theory was conducted, new studies have given some alternative perspectives on choice. They claim that large assortments are not always a bad thing. In the study by Gao & Simonson, they propose that there are many factors which were forgotten in Schwartz’s original study.

You can read the full findings of this latest work in Neuromarketing. What I found of particular interest in this article, being the customer champion that I am, is that they conclude by saying that it all depends on understanding your customer – doesn’t everything?! Their summary findings state that:

“In certain situations (when the ‘whether to buy’ decision comes before the ‘which option is best’ decision) a large assortment CAN increase purchase likelihood. Especially in eCommerce, it is possible to reap the benefits of a large product assortment, while helping customers make choices?”

In other words, the online searches that we all now perform before purchasing many articles, will benefit from a wide selection of offers. Once we have decided to buy, then a large choice can become a barrier to the final purchase.

THE 5 SECRETS

In conclusion, to summarise the best strategies for brand portfolio management, which seem to be a well-guarded secret since many corporations still ignore them, are:

  1. Remember, that if you offer a vast choice of variants for each brand, consumers could get analysis paralysis and end up walking out of the store without buying anything.
Continue Reading

In most countries, the population have a love / hate relationship with their police. You can imagine my surprise, therefore, to find myself writing about how they appear to be adopting a customer first strategy in Switzerland!

Let me explain. A few years ago they introduced a new-style speed radars in the villages around my home town. The elements are not that new per se, I know, but last week it suddenly hit me why these speed cameras seem to be so effective. It’s simple; they’re customer centric! The Swiss police have adopted a customer first strategy! And that’s why I want to share more about this story here.

 

Background

One of the reasons why the Police are disliked in many (dare I say most?) countries, is because of their insidious speed controls.

Whether they are permanent fixtures as on the right, or temporary ones, we all dislike the flash that tells us it’s too late, that we’ve been “caught.”

We then wait a few days, to weeks or even months, naively hoping that it wasn’t our car that was flashed. But eventually the letter arrives asking us to pay a fine.

I think the worst of them all are the laser guns that the Police have been using for many years now. We don’t even know we’ve been flashed until the communication arrives at our home! Or we are pulled up a few hundred meters down the road.

 

The relatively new types of radar that are being introduced in my home area don’t flash either. But that’s because we never get “caught” as such.

You see they measure our speed and give us immediate feedback. Take a look at the photo on the right; I’m sure you’ve seen such installations before in your own area.

Now if we make the assumption that all four types of equipment are to get road users to decrease their speed in critical areas – and not just to gather money as I’ve heard suggested – then the results must vary widely.

 

 

So let me share my thoughts from the perspective of a customer first strategy champion.

 

 

What This Has to Do with Your business

So why is this example relevant for you and your own customer first strategy? Well, ask yourself what you really want for your business? 

In the case of the police, I am assuming that they want to reduce the speed of drivers in certain areas and make the roads safer for everyone. In this case, the customer-centric approach, which has by far the most success at slowing drivers down to within the speed limit along a larger portion of the road, is the information panel. If that is their objective, then the Police in every country should adopt these new style radars.

But if those who consider speed checks to be a mere money-making operation are right, then the Police will continue to use one of their other options. And they must accept the negative consequences on so many levels, not just on their image or speeding in their localities. Continue Reading

Do you consider your packaging to be a part of the product, protecting its contents and framing its on-shelf life? Or do you consider it to be an integral part of your connection with your customers at an important moment of truth, that of purchase and usage? Or both of these?

If you answered both, then I believe that you are making maximum use of your packaging or at least you recognise its potential for communicating.

If you answered only one of the choices, then you may be missing an important opportunity. Let me explain, with a few examples.

 

People don’t read instructions

We all expect most things that we use or consume to be intuitive these days. In other words, we assume that we will understand how to build / cook / use them without reading the manual / instructions.

If you are like most people – myself included – this has nothing to do with the complexity of the product concerned. I myself will only turn to the instructions when something doesn’t work: I end up with left-over screws when mounting a flat-pack piece of furniture, or I can’t achieve multi-recordings on my smart TV or cable box.

In the article How Likely Are You to Read the Instructions they link behaviour to personality types. It makes an interesting read and offers at least some explanations as to why many (most?) of us still don’t read instructions.

Since the internet arrived, we have access to more and more information, and yet we seem to be reading less and less. Therefore as marketers, we need to ensure that any vital information we want to share, is clearly highlighted on the pack.

 

People do look at packs

Whether it is the cream we put on our faces, the cereal we eat for breakfast, or the dip that we offer to friends on match night, there are moments when we are faced with packaging for more than a split second. It is at these times that we are likely to read at least some of what is written on the pack.

It therefore makes sense to provide more than just a list of ingredients. After all you have your customer’s attention, so make use of it to impress or educate.

Here are a few of the best examples I have come across:

Nestle compass on Packaging is Part of Product or PromotionNestlé does a great job of providing useful information on their pack,s with their “nutritional compass.” This includes four different pieces of information: good to know, good to remember, good question and the nutritional data.

What I particularly like about what Nestle has done, is to combine mandatory information on nutritional values, with useful information for the consumer. Although they may not be the most consumer centric company around, at least they did think consumer first in the development of their “compass.”

 

Our customers’ attention is constantly pulled in all directions today, with thousands of messages pushed at them, from so many channels. Capturing their attention is more likely to be successful when they are open to learning about your product, that is to say, when they are buying or actually using it. Continue Reading

Many of you know that it is vital to continuously improve your customer centricity. You must put the customer clearly at the heart of your business in everything you do. But that’s easier said than done, because your customers are constantly changing.

I think that’s why many businesses struggle to improve their customer centricity, because they don’t know where to start. Am I right? If so, then this article is especially for you. 

This week I want to share ten simple actions to accelerate your organisation along its path to improved customer centricity. 

 

#1 Review the description of your target audience

Complete this 4W persona template for customer centricityLet’s start at the very beginning – with the customer of course!

Do all your brands have a clear description of their target audience? These days we tend to refer to these as personas or avatars. Whatever you call yours, they should be precise, detailed and ideally visual as well.

If you haven’t yet developed your persona, or you know it is not as complete as it could be, why not use our new C3Centricity 4W™ Persona Template? Complete the who, what, where and why for each of your brands and finally understand who you are aiming to attract.

I suggest you also complete one for your company if it appears predominantly on your packaging or communications. I did this for a client and found that some of their brands were positioning themselves in opposition to their company image. As you can imagine, this was getting them nowhere and in fact damaging both their brand and their company image!

Include in your own persona template not only demographics and consumption / purchasing habits, but also information about where your customers do these things, what values they have that you can tap into, and what emotions motivate them to use your brand.

If your current persona doesn’t include all this information, it is probably time to update it – and why not with our 4W™ template?

 

#2 Optimise how you connect with your customers

Do you know the best way to contact your target customers, as well as their preferred place and time to connect? You should after completing your updated persona template.

Review how you communicate with your customer and what information exchange there is at that time. Is it a one-way or two-way discussion? Are you in a monologue or a dialogue?

Obviously the second communication style is what you should be aiming for. You can learn far more about your customers when they are ready to share their information with you. And that comes when they trust you to keep their data safe and know that you only collect what you need to give them a superior experience. Make sure that’s what you are doing.

 

#3 Identify the needs your brand is addressing

Do you know what needs your customer has and which of them you are tapping into?

 

I hope this list has helped you to define a few areas that need revision in your organisation. Continue Reading

As a dedicated customer centricity champion, just like you, I spend a lot of my time researching what customers want, just like you do too, I hope. In this period of great global unrest, understanding our customers has become more important than ever before.

Just a few short months ago, I didn’t think that it would be possible for customer-centricity to become any more important. But things change and now everyone is fighting to keep their businesses afloat. So the new and constantly altering needs and desires of our customers should be a top priority for all of us to follow.

To help me keep abreast of the changes, I’m regularly checking online searches for such terms as customer service, customer satisfaction and customer care. Google and Bing have become some of my best friends!

A couple of years ago, I came across some surprising facts, which prompted this post when I first drafted it. But with the incredibly unforeseen events of the past few years, I feel it deserves a update.

Already at the time, my analysis suggested a serious problem in the business of looking after our customers. Today it is clear that any organisation that hasn’t spent time putting things right, will most certainly be suffering in this post-pandemic, global unrest in which companies are trying to do business. I’d be interested to hear your own thoughts once you have read the article.

 

Customer Centricity

Wikipedia, another of my faithful friends, doesn’t have a definition for customer centricity! If you look up the term, you get directed to customer satisfaction! Unbelievable.  Try it for yourself and see!

Gartner defines customer centricity as:

“The ability of people in an organisation to understand customers’ situations, perceptions, and expectations.”

It then goes on to say:

“Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.”

What I particularly like about this definition, is that it refers to customer understanding and the need for customers to be the focus of decision-making. It also highlights the need to create not just customer satisfaction, but loyalty and advocacy too.

Now whereas it seems to be difficult to build longterm loyalty these days, especially in B2C businesses, advocacy is essential in today’s connected world. Of course the latter means that customers are surprised and delighted rather than just satisfied, so that they are excited to share their positive experiences with others.


Need help in adopting a customer-first strategy?

Check out our Brand Accelerator™ Course in the C3Centricity Academy


Aim for Advocacy Rather than Loyalty

As we all know, it costs between 5 and 25 times more to acquire a new customer as it does to retain existing ones. (Invesp) Therefore strong loyalty is a valuable benefit for a brand. But covid saw us all changing our purchasing behaviours, as we researched, compared and then bought more online. So although loyalty is difficult, it is not impossible to achieve and luckily advocacy demands the same positive experiences that once led to customer loyalty. Continue Reading