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The Future of Brand Building is Customer Centricity

Marketing is an old profession. It’s been around for hundreds of years in one form or another. But with the advent of digital in the early 80’s, companies began taking a serious look at their marketing strategies.

Many organisations realised that it was time for a major overhaul of their primarily outbound strategies. Consumers no longer appreciated being interrupted in their daily lives, if they ever did!

However, even today, with the creation of inbound marketing strategies, they are still irritating their customers with spammy emails, intrusive popups and over-complicated cookies, that gather far more information than most organisations will ever need or use.

Despite these changes CMOs remain one of the leading c-suite members who struggle to keep their jobs for more than four or five years. The reasons are many, but the post “Head of Marketing, How Can You Keep Your Job When Most CMOs Are Losing Theirs?” explains what you can do to ensure you only leave your position when you want to.

 

Brand Building

Many large CPG companies, such as P&G, Coca-Cola and Nestle, have changed the name of their Marketing departments in the past twenty years, to Brand Building. They hoped that it would revive sales and give new vitality to their communications to better engage their customers in the new social world. But most failed miserably, because they remained very much in a state of business as usual. They continued with the same processes and mind-sets. And with few exceptions, they prioritised thoughts about themselves and their brands, and rarely took their customers’ perspective.

Luckily a few other consumer goods companies realised that to satisfy the consumer they had to do things differently. They were the ones that moved to customer centricity. Or to be exact they started on their journey towards putting the customer at the heart of their business. Customer centricity is not a destination, because consumers are constantly changing and their satisfaction never lasts for long. It is a journey with the aim to satisfy and delight.

Customer centricity is not a destination, because consumers are constantly changing and their satisfaction never lasts for long. It is a journey with the aim to satisfy and delight. #CEX #CRM #CustomerCentricity Click To Tweet

I think we have taught our customers far too well! They understand a lot more about “marketing” than they used to. They understand that companies have marketing plans and regular promotions, so they wait for the next price offs whenever they can.

They also realise that in today’s world, products have become more and more similar. Their format, colour or perfume may differ, but there are strong similarities in their performance.

That’s why consumers now often have a portfolio of brands from which they choose in many categories. They are far less likely to be loyal to only one brand than they used to be.

 

Switching economy harming loyalty and brand building
Source: Accenture

They have also come to expect constant innovation as they quickly adapt to the once novel idea and start searching for the next big improvement. According to Accenture’s “ Customer 2020: Are You Future-Ready or Reliving the Past?” almost a half of consumers believe that they are more likely to switch brands today compared to just ten years ago!

Customer Centricity

Brand building needs new skills for marketers
Source: Korn Ferry

In response to these ever more savvy customers, marketing has to change. In the  2015 Korn Ferry CMO Pulse Report, it confirmed that marketers need new skills and can no longer rely on creativity alone.

 

 

If you’re interested in ups killing your team, then we can provide fun training on many areas of customer centricity. Download our training brochure and then contact us so we can discuss your precise needs. All our courses are personalised to meet your specific requirements; no off-the-shelf trainings are ever given.

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Are You Customer Centric?

Companies that place their customers at the heart of their business, are easy to recognise. Their websites are filled with useful information, entertaining videos and engaging games. Their contact pages provide many alternative ways for customers to reach out to them, rather than the less appealing reason menu and message box that disappears into hyperspace!  Their advertising is emotional, with the customer and not the brand as the hero. They involve their customers in many aspects of their business.

If you would like to start involving your customers more in your business then the post "The exceptionally easy and profitable uses of co-creation" is a popular and highly recommended read.

And if you're not sure how good your customer centricity is, just take a look at your own website and then complete our free quiz C3C Evaluator.

 

Moving Beyond Brand Building

Whether you are still doing marketing or have already moved to brand building, here are some ideas that you can use to help you quickly move forward on your journey to greater customer centricity:

1. Place pictures of consumers everywhere, so people start to naturally think about them. This can be at the beginning and end of presentations, in your office reception, in the lifts or anywhere many employees spend time.

2. Whenever you take a decision, ask yourself "What would our consumers think about the decision we have just taken?" If they would disagree, then you should reconsider your options.

This will avoid such practices as hiding price increases by reducing pack content without telling the consumer. Or asking credit card details for the use of a "free" trial, in the hope that the customer will forget and be automatically charged for a service they may not want.

What would our consumers think about the decision we have just taken? If they wouldn't like it, reconsider your options. #CEX #CRM #CustomerCentricity Click To Tweet

3. Review the content of your website in detail. If there are more "we's" than "you's" then you know what to do. And while you're online, check out your contact page for possible improvement opportunities, as detailed above.

Review the content of your website. If there are more we's than you's then you know what to do. Customer centric companies talk about their customers more than themselves. #CEX #CRM #CustomerCentricity Click To Tweet

4. Take a look at your target consumer description or persona / avatar. When was it last updated? If you don't even have a written document clearly describing them, then use C3Centricity's 4W™ Template until you develop your own. (you can download it for free HERE)

5. Examine your advertising. Who is the hero? Consider developing concepts that are more customer centric, by making use of your understanding of them and their emotional triggers.

Review your current advertising campaign. Who is the hero? If it's not your customer, consider developing concepts that are more customer centric, by making use of your understanding of them and their emotional triggers. Click To Tweet

6. If you are lucky enough to have retail outlets, spend time with your front-line staff and your customers. Make use of call centers, in-store promotions and merchandisers to talk to your customers, as well as to the employees who connect with them. They will almost certainly be able to tell you a lot more about your customers than you yourself know. Then add the information to your persona description and review your future promotions for any improvements you could make.

7. Share your latest knowledge about your customers with everyone in the company. Help every employee to understand the role they play in satisfying the customer. Make them fans of your customers and you will never have to worry about such questionable practices as those mentioned in #2 above.

These are your starter tasks for moving from marketing and brand building to a more customer centric approach. They all have your customer at the heart of them. Any others you'd like to add? I know you can come up with many more ideas than I can alone, so why not share them below and let your knowledge shine?

If you'd like more suggestions about moving to a new-age marketing approach, check out my book "Winning Customer Centricity". You'll see it's like no other business book you have ever seen! Then you will understand why numerous major CPG / FMCG companies follow it annually. It's fun, inspiring and a useful roadmap for your customer centric journey. 

Today’s Toughest Marketing Challenge is Not Customer Satisfaction!

We all know how extremely demanding consumers have become in recent years. The offers of constant innovation and novelty have made us all more impatient and critical.

Today we want things better, faster and sometimes cheaper as well. And customer satisfaction is becoming insufficient to drive growth alone. Companies need to deliver more, a lot more!

I was recently in the US and as seems to be the norm these days, the hotel in which I stayed asked me to rate their performance afterwards. I completed their form, giving only four and five-star ratings, as I had been very satisfied with my stay, the hotel rooms, the staff and their services. Imagine my surprise therefore when I got the following email a day or so after submitting my review:

“Thank you for taking the time to complete our online survey regarding your recent stay at our hotel.

On behalf of our entire team, I would like to apologize for failing to exceed your expectations. Your satisfaction is important to us and we will be using the feedback you provided to make improvements to ensure we offer an exceptional experience for our guests in the future.

I hope that you will consider staying with us again so that we can have another chance to provide you with a superior experience.”

Shocking mail isn’t it? To think that a Hotel apologises for not exceeding my expectations! But I believe that is exactly why they get a 4 1/2 star rating on TripAdvisor. For them customer satisfaction is not enough; they want their guests to be enchanted, enthralled, excited, so that a return visit is a “no brainer”; no other hotel choice would make sense!

Shocking to think that a Hotel would apologise for not exceeding my expectations! #hotel #travel #leisure #CustomerSatisfaction Click To Tweet

How do you treat your own customers, consumers and clients? Do you do just enough to satisfy them, or do you consistently look to exceed their expectations?

If you are a regular reader here – and I’d love to know why if you’re not, so I can do better in the future – you will know that I often talk about “surprising” and “delighting” our customers. These are not hollow words; there’s a very real reason why I use them. The reason is that our customers may be satisfied, but they will never stay satisfied for long.

Our customers may be satisfied, but they will never stay satisfied for long. #CRM #CEX #CustomerSatisfaction Click To Tweet

The above personal example I give is one way that the hotel staff ensure they have enough time to correct whatever is not a “superior experience” as they term their own desired service level, and to continue to offer total customer satisfaction.

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Here are a few examples of other companies who go above and beyond in terms of their own customer service. I hope they inspire you to do the same and to aspire to exceed customer satisfaction whenever and wherever you can.

Amazon

Amazon's amazing customer satisfaction logo
Image source: Amazon.com

I have to start with Amazon because they clearly mention in their mission statement that they want

"to be the Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."

Although they don't specifically mention exceeding their customers' expectations, they are known for regularly giving extra in their customer service. This might be by surprising their customers by sending the ordered goods by priority mail when only standard was paid for, or refunding the total cost of an article that failed to totally meet if not exceed expectations.

They are also known for being extremely helpful in proposing other articles you might be interested in buying, based upon your current or past orders. Yes it might also make good business sense to do this, but as a result of this practice, who doesn't trust Amazon and start their search online on their website? Customer service to Amazon means going beyond customer satisfaction alone.

One recent challenge for Amazon is the claimed increase in fake reviews. I myself was once asked to give a five-star rating in return for a total reimbursement of the cost of the product. Needless to say, I immediately returned the item and informed Amazon.

This practice seems to be particularly common for articles coming from China, although I am sure it is becoming a widespread behaviour as companies realise the importance of high customer ratings. In fact, there are now even platforms for checking the validity of reviews, so hopefully things will improve in the near term. If you would like to learn more on the topic, then I suggest you read this great article on cnet.

Zappos

Zappos powered customer satisfaction through service
Image source: Zappos.com

Just like Amazon, Zappos too has made customer centricity the heart of their business. Their mission statement, also referred to by Zappos employees as their "WOW Philosophy," is "To provide the best customer service possible."

CEO Tony Hsieh is often quoted as saying that

"We believe that customer service shouldn't be just a department; it should be the entire company."

That makes it crystal clear how customer centric they are.

Another of his quotes is

“To WOW, you must differentiate yourself, which means do something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver.” 

This mentions another of the reasons it is important to go beyond what customer's expect today - the emotional connection. That is what touches our customers and makes them feel differently about our brand, company or service. Customer satisfaction is not enough, we need to stimulate their emotions too. 

Customer satisfaction is not enough, we need to stimulate their emotions too. #CEX #CRM #CustomerSatisfaction #CustomerCentricity Click To Tweet

Apple

Apple targets customer satisfaction
Image source: commons.wikimedia.org

Steve Jobs is famously quoted as saying that "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

It was therefore his philosophy to do limited market research and never to ask the advice of consumers on his innovations. What he did ask questions about however, was their pain points.

In a video way back in 2014 Tim Cook talked about being "better." While Cook mentions the environment, the bigger picture in what he was saying was that he wanted Apple to produce world-changing products that leave the planet better off. This can be in a literal sense like pollution, but also in a more figurative sense, like the iPhone, which has made millions of lives better.

Over the past four years, we have seen clear evidence of Cook's vision coming true. In an interview for Fast Company earlier this year, he was asked what makes a good year for Apple. His reply?

"For me, it’s about products and people. Did we make the best product, and did we enrich people’s lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year."

How many organisations would look different if we used these same criteria!

Did you make the best product, and did you enrich people’s lives? If you’re doing both of these, then you are having a good year. #quote @TimCook #CEX #CRM #CustomerSatisfaction Click To Tweet

 

Brompton Bikes

Brompton bikes offer exception customer satifaction
Image source: Brompton Bikes

The final example I want to share is from the UK and shows how even retail can become an essential part of delighting the customer. The brand is Brompton Bikes, a folding, city bike.

They understand that it is no longer sufficient to provide an excellent product and an easy way to buy them or to order online. Brompton have realised that their retail outlet needs to be an integral part of the brand experience, if they want to not only satisfy, but delight their customers.

Now while that may not in itself be that new, Nike and other trainer brands have been doing this for a while, it is the first time I have seen it done for durable goods.

What Brompton have done particularly well, is to understand their urban buyers' lifestyle. They have been able to become an integral part of it, by not only providing transport, but also an easy way to buy accessories, get repairs done and even to park safely while their customers visit the adjacent shopping mall. In other words they have made their brand a solution for city dwellers.

 

In conclusion, these examples provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level, by offering more than mere customer satisfaction:

  • Surprise your customers with something unexpected. Whilst I know it is becoming ever more difficult to do this these days, it is definitely worth the effort in order to build their loyalty.
  • Touch the customer emotionally so your product or service resonates with them. Brompton have achieved this by deeply understanding the lifestyle of their customers. As Maya Angelou is famed for saying

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

  • Strive for better in everything you do, Never be satisfied with just repeating previous successes. This is perhaps the greatest lesson from all these great companies. As the Hotel mentioned, they want to exceed the expectations of their guests.
  • Make it a part of every employee's objectives to ensure your products and services not only obtain customer satisfaction, but go even beyond that in any way they can. As Tony Hseih says, customer service is not the responsibility of any one department.

Coming back to the title of this post, I hope you now agree that satisfaction is no longer sufficient to attract and keep your customers. It is time to step up your game, to aim for surprise and delight. This should be an ongoing objective too, since customers can quickly increase their demands as what once excited them becomes the norm. 

I am sure you have many examples of companies that were not satisfied until they had gone above and beyond what you as their customer expected of them. In a previous post I mentioned Dyson; what others would you add to the list?

Which companies excel at not only satisfying their customers, but surprising and delighting them too? #CEX #CRM #CustomerSatisfaction #CustomerDelight #CustomerCentricity Click To Tweet

Please share your suggestions below. Of course, you can also share your horror stories, as they provide useful information - and often amusing anecdotes too! Thanks. 

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The 6 Best Ways to Show you Respect your Customers

More than one year after the introduction of GDPR in Europe and the CCPA in California, I wondered what has changed. And more importantly, I got to thinking about customer privacy and how to build a mutually beneficial relationship whilst also respecting it.

Customers don’t want to be automatically segmented and followed as they go about the web, viewing different sites. A recent article on Business2Community by Owen Ray said 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 who 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. Too many businesses ask 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.

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 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 consent; if you are not in direct personal contact, but 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. It 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.

 

2. There Must be Mutual Benefit

When your customer has agreed to provide information you need to thank them in return immediately. This can be as simple as offering coupons for your products, some valuable information not easily available elsewhere, a free guide or e-book on a relevant topic, or special privileges such as club membership or express shipping. Something that shows them that they were right to agree and that you value their information.

Another thing to keep in mind is not to overwhelm them by asking everything in one go. Since your objective is to build a long-term relationship with them, you can complete the information you require through several contacts with the same customer.

This also has the added advantage of keeping the conversation more frequent than it might otherwise have been. Ask just enough to be able to identify your priority metrics and then refine your understanding of them as you gather more information.

Your objective should be to build a long-term relationship with your customers, so don't gather more information than you can immediately use. #CEX #CRM #CustomerService #CustomerSatisfaction Click To Tweet

 

3. Make them Feel Special

More and more CPG companies and brands now offer a loyalty program, especially to their higher-value consumers. These provide more targeted privileges and even give the opportunity to preview new communications or product concepts. In general customers love to give feedback and it has the benefit of building a closer tie to the brand as they feel ownership of those launched.

This is probably one of the more intimate and bigger win-win relationships that can be developed with your customer. But it does take a dedicated team within the company to manage such a club, as these customers are naturally the most demanding for services and constant information updates. So only set one up when you know you can satisfy their needs, as otherwise they can feel frustrated when they perceive they are not getting the attention they think they deserve.

Over the past couple of years, we have started to see new types of member offers. Sephora launched a members-only social platform, which encourages shoppers to share beauty tips and advice, and to comment about any new products bought, not just those from their stores.

Nike has taken things to the extreme by opening an entire members-only store concept, Nike Live, in Los Angeles.

Both of these provide exceptional recognition to their members, making them feel a part of an exclusive program, which is exactly what they are!

 

4. Keep the Relationship Fresh

Once you start building the relationship with your customers, you must continue to interest them by offering news, information, photos, videos or articles of interest. This can be quite a strain on internal resources, so you may want to (also) consider including user generated content (UGC) on your website.

Not only does this ensure continuously updated content, but also involves the customer in what is shown, so that it remains relevant and of interest to them. People love to post and comment, so include message boards, tip sharing platforms or photo albums, whatever is relevant to your targeted customers.

Beauty, fashion and petcare brands were amongst the first to make use of UGC, as they are in very visual industries. Who doesn’t want to share a photo of themselves when they are looking especially beautiful, or show how cute their cat or dog is?

One great example comes from L’Oreal. Their DermaBlendPro brand encouraged users to share photos or videos of how the brand had transformed their look, by hiding disfiguration or tattoos. They clearly understood that happy customers make the best brand ambassadors, and this was clearly proven by the thousands of entries and immense buzz the brand received on social media platforms such as Pinterest and Instagram.

 

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5. Ask their Advice - Frequently

For your customers to appreciate how much you value them and their business, involve them in it, by asking for feedback on how you are doing. If you have new ideas or plans, share details with them or enable them to vote for new flavors, concepts or advertising ideas.

You can also enable them to preview the ads or products before everyone else, but do make sure you provide them with some great information about it too, so that they can share it with their friends and family members. This will make them feel like the special and valued customer they are, and also help you spread the word - for free!

 

6. Always Offer a Simple Way Out

Once you have made the connection with your customers, recognize that they might change their minds at any time and want to unsubscribe from your club or mailing list. Make this as quick, simple and pain free as possible. This shows respect for your customer and their time, and also enables them to leave with a positive opinion of you and the brand. You never know, they might change their minds and stay after all, or come back again in the near future.

From making the unsubscribe link in tiny font to pale and almost illegible, to using button colours to mislead, many brands think that this will stop people from unsubscribing. It may, but it is more likely just to irritate them and label your communications as spam.

Even large companies get this wrong. Apple may provide full details of all the different ways to connect on their contact page, but it is laid out in an overwhelming block of text that is so off putting I doubt anyone hunts to find the information they need.

Apple shows how not to respect your customers

Another example used by Swiss airlines and their parent company Lufthansa almost had me agreeing to give all my information, not just the necessary data to make my experience more comfortable. Their coloured button draws the eye and without reading you could end up making the same mistake I almost did.

No way to respect your customers

With so much choice available to customers today, it is our responsibility to build an engaging and respectful relationship with them. If there is no trust, there may soon be no sales!

What other ways do you show respect for your customers? Please share your best examples below. Of course, if you have come across a bad example that frustrated that, then please share it too. Let's name and shame!

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Fundamentals of a Customer First Strategy For Every Industry

Every industry strives to improve their customers’ experience with their products and services. Adopting a customer first strategy is therefore in many company objectives. Unfortunately it rarely goes beyond the theory in many 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.  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.

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 for hospitality! While I empathise, it’s not all bad news. This is because it also means that great service will also be more quickly seen 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). 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. 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 relationships. Whilst I agree with the importance of relationships, I believe that what we should be talking about is engagement. Be honest, other than the 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 @C3Centricity Click To Tweet

 

#2. Build relationships with strangers

Whilst the hospitality industry has been 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, which for example the Rosewood Mayakoba resort in Mexico tries to attract.

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 want to readThe 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.

The internet enables them 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 the customer 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 for buildings

Most CPG companies have targets for Innovation & Renovation, sometimes 30% or more of annual revenue. They also have mid-term innovation pipelines which can include partnerships in joint ventures with what were previously only competitors. These help each partner by building on their individual talents and enable them to develop better products and services.

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 are another. Check out the latter’s recent ad to understand better how they excel at understanding their guests: Art Series Overstay Checkout, or why not review the picture posted on MayaKoba’s Facebook page?

If you want more ideas on innovating, then read “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 and in all industries, not just 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 will be surprised and delighted. This means that loyalty is much less long-term than in the past and lifetime value is now measured in months or a few years, rather than in decades.

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

 

#6. Dialogue, 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 a recent Edison Research, 20% expect a company to answer to their social media posts within 15 minutes, 42% within the hour! That means 24/7 monitoring 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 presentation 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 too struggling to improve your own customer centricity? Whatever people-facing industry you are in, we would welcome the chance to support and catalyse your efforts. Please check out our website for more information about our services and training courses, or contact us here.

Even the Police Can Get it Right! Adopting a Customer First Strategy

In most countries, the Police have a love / hate relationship with their population. 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. They have recently introduced many new-style speed radars in the villages around my home town in Switzerland. The elements are not that new per se, I know, but last week it suddenly hit me why they are so effective. They are customer centric. They have adopted a customer first strategy! And that’s why I want to share this story here.

 

Image: Pixabay

One of the reasons why the Police are disliked in many countries, is because of their speed radars.

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.

Example of a customer first strategy in action with a smiley traffic radar
Image: Alibaba

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.

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.

 

Permanent radars

Everyone quickly knows where these are located. In fact, in some countries there are warning signs and they are actually highlighted on the GPS mapping system you may have in your car.

In some places the permanent radars are not always functioning, as the cameras inside them are rotated between installations. It is therefore not possible to know which radars are active and which aren’t. The Police then get a multiple deterrent effect, beyond the number of cameras they have purchased.

speed radar warning
Image: Pixabay

What I have observed with these radars is the following behaviour. The traffic is rolling along “normally” and then everyone brakes hard just in time to pass the radar below the speed limit. They then speed up again to continue along the road.

This phenomenon is in fact well known by the Police. They sometimes add a second, mobile radar a few hundred meters down from the permanent one, to catch those who are once again speeding!

Even the warning signs, as on the right, don’t have much impact on drivers and the speed limitation is quickly forgotten.

Whether they get caught with the first or second radar, the impact on the end customer, the driver, will be the same.

They feel angry and frustrated, which makes them less attentive, and may result in them driving more erratically. They may even speed up feeling that now they have been caught, there is nothing more to lose!

Not good for the driver nor the Police’s objective of maintaining a slower, safer speed in the vicinity. Clearly not a part of a customer first strategy!

 

Temporary radars

Temporary radars are similar to the permanent ones, but it usually takes a day or two for people to become aware of them. Their reactions will then be similar to the permanent radars, with the slowing down and speeding up of their driving behaviour.

This is not good for traffic fluidity, nor for slowing it down. And the drivers’ reactions if flashed will be just the same. Again not good for anyone and clearly not a demonstration of a customer first strategy.

 

Laser speed guns

Police laser gun
Source: Wikipedia

These are probably the most hated by drivers. They have no knowledge of where they are, nor even that they have been flashed. It could be argued that they are therefore not a deterrent to speeding, but a pure money-making exercise for the Police.

I admit that the Police do tend to stand in certain places where speeding is a common occurrence. Knowledgeable, local drivers look out for them when approaching the areas and adapt their speed accordingly. But overall they are not really a device to deter speeding and therefore the associated sentiments are very negative. Once again this type of radar would not be used if the Police have adopted a customer first strategy.

 

Speed Information

The speed radar that prompted this post measures your speed but then immediately gives you feedback. You are rewarded with a happy green smiley if you are within the speed limit. Or a red frown with a message to slow down if you are speeding.

I have witnessed people approaching these devices and slowing down whether or not they are speeding. And they don’t speed up after they have passed them either. How’s that for positive influence?

Also, if the drivers are like me, they also get a feel-good feeling for being congratulated for not speeding. I find these by far the most efficient at controlling traffic speed and fluidity, but of course the Police don’t get any money.

 

What about your business?

So what does this example have to do with your own customer first strategy? Everything. Because my question to you, as it is to the Police, is what do you really want for your business?

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

But I think that 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. But they must then accept the negative consequences on so many levels.

So what do you yourself want for your business? If you are sincerely customer centric, you will stop any practices that you know your customers wouldn’t approve.

What do you want for your business? If you are sincerely customer centric, you will stop any practices that you know your customers wouldn’t approve. Click To Tweet

Half filled packaging – gone. False claims and promises – deleted. Getting credit card details for free trials in the hope customers will forget to cancel and you can automatically charge them for a service that haven’t specifically requested. Not any longer! These all might get you that first sale but you won’t get a loyal customer.

 

And you? What do you want your customers to think and feel about your brand? What are the objectives you have for your business and customers? These questions are only a small part of the second step of our highly successful 7-step insight development process called CatSight™. If you’d like to know more about it, or get trained in insight-development, or adopting a customer first strategy, just let me know – I’m only a call away.

Top 10 Posts on Brand Building Strategies of 2018

A New Year tradition we started here at C3Centricity back in 2011, is to share our most popular brand building strategies and posts of the year. This gives everyone a chance to catch up on our best posts that they may have missed.

This year has been a particularly successful year for C3Centricity, with many of our newest post getting the top scores globally. This is quite tough for a blog that has been running for almost eight years and highlights the quality of the content we share with you! So have a look at our list and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

market research departments should deliver insights1. Is it Time to Do Away with Market Research Departments? 

This post shares the highlights of recent research into how market research departments can become true business partners, rather than being viewed as a mere cost center. It also shares ten steps to reinventing and upgrading your market research department. If you believe that you could be getting better support on your customer understanding and insight development, then these ten ideas will take you a long way to doing this in 2019.

 

 

CMO & Head of marketing keep your job2. Head of Marketing, How Can You Keep Your Job When Most CMOs Are Losing Theirs? 

Many CMOs are frustrated by their lack of recognition by their fellow c-suite colleagues. If this is your case, or you are new to the position and want to make an impact quickly, then this is a must-read post. It shares the most collon opportunities and challenges you may face and suggests five areas to (re)visit which will provide a new and fresh perspective on their business.

 

 

Top 2018 Infographics3. Top 10 Marketing Infographics to Smash 2018 (Inspiration for the Visual World)

These are the most shared marketing infographics of 2017. As usual, for each one we have added an action for you to take based upon the topic covered.

What was new for last year is that many marketing infographics that were shared were actually about content marketing. It’s as if “true/traditional” marketing doesn’t exist any more! That in itself says a lot about the focus of marketers these days! Are they right to do so? I don’t think so, but let me know your opinion.

 

 

Customer first strategy4. What a Customer First Strategy Is (And what it’s not!)

In its simplest form a customer first strategy is about thinking customer first in everything you do. Yes I know it sounds easy but it really isn’t. It doesn’t come naturally, at least to start with. And it involves a culture change to move the organisation in this direction. But I can assure you it’s worth it; its value is now well proven.

This post lays out the importance of being data driven, innovative, collaborative and agile to succeed a customer first strategy. It also shares the seven reasons most companies fail.

 

Customer journey map5. Do You Know Your Customer Journey Map & the Emotions Overlay?

This post shares the three lessons learnt from a personal (bad) experience with a hotel chain and its “guaranteed lowest price” promise. These are: 1. The customer journey needs to integrate all possible contact points. If it doesn’t you could alienate your customers before they make a purchase. 2. If you mess up admit it and correct the situation. People understand that mistakes get made. While they may forgive you if you quickly put it right, they will never trust you again if you pretend nothing is wrong. 3. Follow up to make sure the customer is happy. In the heat of the moment a customer may feel satisfied that something was done. However in the cold light of the next day, week or month they might feel that what you did was not enough.

 

Data helps you resonate with customers6. You’ve Got Data? Well Don’t Start There!

In working with clients around the world and in numerous industries, I have found that many are lost by the wealth of information that is available to them. In fact it seems to drown out their reasoning of what to do and they remain frozen in indecision.

If this is your situation, just follow the detailed steps of this post and you will soon be doubling, quadrupling, if not 10x the ROI of your data!

 

brand image and equity7. Brand Image, Equity, Personality & Archetypes: What Every Marketer Needs to Know

Your brand is not what you think it is! It is what your customers think it is; its brand image, personality and its value to them.

If you’re having issues with your own brand in either of these areas, then you’ll find this article both interesting and valuable. It covers why we buy brands, the different elements of a brand, the three types of attributes you should be measuring for your brand. It then goes on to review brand personality and the main archetypes with some great examples.

 

insight development8. Five Ideas to Improve your Insight Development

This article has been amongst the top twenty posts every year ever since it was first published back in 2013, a staggering five years ago! If you haven’t read it yet, then you really have been missing out on some surprising facts about insight development. Perhaps one of them is the reason that you are still struggling to develop valid and actionable insights? Check it out and see what you have missed all these years.

 

Provide better service and customers will love you9. The Revolutionary Marketing Challenge is Not Customer Satisfaction

We all know how extremely demanding consumers have become. Constant innovation and novelty has made us all more impatient and critical. We want things better, faster and sometimes cheaper as well. And customer satisfaction is becoming insufficient to drive growth alone. Marketing must deliver more!

This article shares three examples that provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level, by offering more than mere customer satisfaction.

 

Golden nugget of segmentation10. Essentials of Segmentation and some Simple Alternatives

All brands and services need to choose a group of customers that they are going to satisfy, since it is impossible to satisfy everyone most of the time. This means that you need to make a choice and agree to ignore some of the category users you could appeal to, in order to totally satisfy your target customer.

Although this may sound counter-intuitive, segmentation is the only way to ensure you have the best possible chance to satisfy the needs of your targeted customers.

 

When I look back at these top ten posts I am proud that most of them are from 2018. After almost eight years, it seems that what I am writing today is more in line with marketers’ needs than previous posts which have been around for much longer.

There are a few exceptions to this, my evergreen content on topics that will always appeal to marketers young and old. This year, as in the past, they are on the topics of Brand image, equity and personality, Insight development and Principles of segmentation. I think this makes a lot of sense as they are fundamental skills that every marketer needs, even in this digital age. 

Now my question to you dear reader, is what topics you want me to cover in 2019? If you have reached the end of this post then you must be a keen supporter, so I will offer a free e-book to everyone who completes our short survey in January 2019. Just click on the button and you will be taken directly to the survey. Once completed you will receive an email with a link to download the ebook “Secrets to Brand Building” for free – it’s normally US$ 4.95!

Thanks for your help

To Survey

 

What Consumer Goods Companies Can Learn From Healthcare. 7 Lessons of Customer Service Excellence

If you work in consumer goods you probably think you have nothing to learn from healthcare, right? After all, you have consumers in your industry name and well healthcare’s reputation is not that great.

But think again. I was recently in a clinic for surgery and was surprised by how customer (patient) centric they are.

I remind my clients that exceptional customer service examples can come from anywhere! So they keep their eyes and ears open and find inspiration everywhere. Do you? If not, then these lessons will come as your wake-up call so you start opening your eyes to new possibilities. Do this every day and your business will only get better.

 

Background

Before I give you the lessons I learned, I think I owe you a little background to what led up to this list.

I had been suffering from a bad back for a while. Unfortunately, not so unusual for those of us who spend too many hours at our desks. However, one morning I tried to get out of bed and fainted as an explosive pain shot down my back to my right foot! I was totally immobilised in three seconds flat!

Now living alone I realised that this was serious as I couldn’t move. Luckily my mobile was by my bed so I called the emergency services who immediately sent an ambulance. I ended up spending a night in a local University Hospital for the first time in my adult life.

However, the story doesn’t end there. Two days later I fell down the stairs because my leg had become partially paralysed. Another visit to the emergency room, an ankle brace fitted, a consultant’s assessment, an MRI scan and finally emergency surgery the following day.

All these experiences of hospitals and doctors gave me the superb opportunity to see the health service from the patient’s perspective. I work a lot with the Pharma industry but luckily have never been a patient, at least until now.

As you probably know, actually becoming your customer and seeing the market from their perspective, is one of the exercises I suggest to better understand them. How often do you do it? Ever?!! You really should, because you’re missing out on a valuable – and free – experience.

Perhaps surprisingly, this incident showed me that many of the practices of the nurses and doctors that I witnessed in my heavily sedated state, are easily transferable to any business. This is why I decided to share them with you.

So here are my seven learnings about customer service excellence:

 

1. Introduce yourself

Customer service excellenceEvery time someone came to my room, they introduced themselves and explained why they were there. Over the course of the days I spent at the hospital and then the clinic, I saw many different doctors, nurses. cleaners, waiters etc. I appreciated that they themselves always started by introducing themselves and stating what their responsibility was in caring for me.

How you can apply this idea: In business, we often forget to introduce people in meetings and when we do, we forget to explain their responsibilities, why they are there.

Perhaps if we did this, there would be far fewer people in meetings, as only those with a real reason to be involved would attend! That already is a time and money-saving idea. But there are even more applications of this idea when it comes to our customers.

Direct contacts with customers, whether by phone, email, chat, social media or in person, deserve the same detailed introduction. This moves the connection from a somewhat cold, professional exchange, to something far more friendly and personal, if not actually personalised.

I often wonder how we so easily forget that customer service is after all just two people connecting and engaging for mutual benefit. Is that how your own customer care centre exchanges feel? If not, how about making them friendlier?

How do we so easily forget that customer service is just two people connecting and engaging for mutual benefit? #CEX #CRM #CustomerService Click To Tweet

 

2. Confirm that you know me

Although I myself saw many different specialists in the university hospital, it made no difference to how I was treated. I felt comfortable that my details had been transferred between the staff members, so they didn’t have to ask me to repeatedly explain what had happened. They also always started by checking my name, to make sure they were speaking with the right person.

How you can apply this idea: While I accept that checking names and wearing wristbands are essential in a medical environment, most businesses could benefit from confirming who their customers are too.

Whether by careful targeting for marketing purposes or by reviewing notes of previous interactions with customer services, a company needs to immediately recognise a (returning) customer.

Whether by careful targeting for marketing purposes or by reviewing notes of previous interactions with customer services, a company must immediately recognise a (returning) customer. #Customer #CEX #CRM Click To Tweet

Have you ever been frustrated when calling back a company only to be asked to explain who you are and why you’re calling? I know I have. It always makes me feel that the organisation doesn’t really care about me. And with automation systems easily available today, there is no excuse for this sort of lack of knowledge.

Personalisation has become essential in all engagements between companies and their customers. In fact, this is one of the most important uses of Big Data, both now and for the foreseeable future.

Personalisation has become essential in all engagements between companies and their customers. This is one of the most important uses of Big Data, both now and for the foreseeable future. #BigData #CEX #CRM Click To Tweet

 

3. Ask if I am happy/comfortable

Whatever the reason was for the medical practitioner to see me, they always asked if I was comfortable. They openly encouraged me to share any negative thoughts, feelings or sensations I was experiencing.

How you can apply this idea: Do you encourage critique of your ideas from your colleagues? It takes a strong and confident person to constantly put themselves up for criticism. Too many people look (only) for positive support when asking for opinions, rather than a truly constructive assessment.

Customer service excellence should involve every employeeMany years ago, one of my first bosses mentioned that when he asked for opinions in a meeting, it was me he listened to the most. Why? Well, not because I knew more than my colleagues. No; it was because I said what I really thought, not what I believed he wanted to hear. Although he didn’t always agree with what I said, he knew that what I said was what I was truly feeling.

Over the years, I came to realise that he was one of a dying breed of true leaders. Many organisations today are political hothouses, where supporting the boss is the only way to keep one’s job!

I hope you are not in this situation because according to a Gallup study, around 50% of employees leave their company to get away from their bosses. If you are in such a situation at the moment, my advice to you is to GET OUT NOW! You will more than likely end up leaving one way or the other, so why waste your time with a boss who lacks this essential leadership skill? You’ll get the support you deserve and more importantly need, to grow, elsewhere.

According to a Gallup study, around 50% of employees leave their company to get away from their bosses. If you're in such a situation today, my advice is to GET OUT NOW! #Leadership #EmployeeSatisfaction Click To Tweet

And what about your customers? Do you encourage them to share complaints and ideas? If not, why not? It’s much better to know what’s wrong and put it right quickly, than to continue in blissful ignorance until your customers leave because of it.

Customer experience is negative

According to“Understanding Customers” by Ruby Newell-Legner, you are unlikely to hear from more than just a fraction of dissatisfied customers. And most of those dissatisfied customers will never come back to you. Therefore it makes sense to not only pay attention to complaints but actively search them out – before they damage your business.

 

4. Ask if you can do more

You can always do more to improve customer experience

As anyone who has been to the emergency room of a hospital knows, patience is important. You don’t get seen by order of arrival, but by the importance of your ailment. In other words, if your problem is not life-threatening, you will pass after the road accident, whose victim is more seriously injured. I know this and was happy to actually be left to “float” in a drug-induced relaxation between staff visits.

Whenever they woke me up to “check my vitals” or to inform me of the next tests or treatment planned, they always finished by asking if I had any questions or needed anything else. I was made to feel that nothing was too small or unimportant to them, if it made me feel more relaxed and comfortable.

 

How you can apply this idea: According to the White House Office of Consumer Affairs  “It is 6-7 times more expensive to acquire a new customer than it is to keep a current one.”

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. Click To Tweet

Business, therefore, can no longer afford to merely satisfy their customers, they need to delight them. Do you ask both yourself and your customers what more you can do for them? If you do, you might just find a new product or service concept that answers their desires and gets you ahead of the competition.

 

5. Don’t stop before the end

When I was admitted for surgery, I was told that the average stay was between 6 and 12 days in hospital. Having thought I was there for just a day or two, this came as quite a shock.

As my progress after the operation was good, I expected to leave the clinic within five days. (I always want to be better than average!) However, with the added complication of the torn ligaments in my ankle, the professor had other ideas. I ended up spending ten days there and was then on a month of complete bed rest before starting physio!

How you can apply this idea: As the well-known Napolean Hill quote goes

“Most great people have attained their greatest success just one step beyond their greatest failure.”

Some people are great at ideation; perhaps you’re one of them. However, ideation without action is just day-dreaming.

Some people are great at ideation; perhaps you're one of them. However, ideation without action is just day-dreaming. So get active today! #Innovation #Ideation #Action Click To Tweet

Therefore don’t think your job is done when you’ve come up with an idea or two. You need to follow up to turn the ideas into actions.

Customer service excellence means involving customers everywhere you canEntrepreneurship is very popular today for both individuals and even within large corporations. However so many entrepreneurs try an idea and when it doesn’t immediately work, they give it up for a different one.

Yes, there have been many huge successes recently, but most “overnight” triumphs have come from years of just plain hard work and dedication.

Therefore, as they say “plan the work and work the plan.”  Did you know that the origin of this quote is unsure, although it has been used by many people? These include Vince Lombardi, Margaret Thatcher, and even Victor Hugo. With such illustrious support, perhaps you could work your own plan a little better, no?

Plan the work and work the plan. #Plan #Action #Learning Click To Tweet

But remember, today’s world is one of constant change, so even if you do plan, remember to also stay flexible and adapt to the changing circumstances of the market or your brand. And never totally give up your plan at the first sign of failure either. Just because one part of the plan didn’t work doesn’t warrant throwing out the whole thing.

 

6. Don’t wait until it’s urgent

As I tried to wean myself off the painkillers, I found myself alternating between extreme pain and none whatsoever. The carers told me that while it’s a good objective to reduce drug usage as quickly as possible, it is counter productive to not take painkillers when they’re needed.

By my deciding to “wait and see” if the pain got worse before asking for medication, I found that the drugs became less effective.

Small, slow steps work better than giant leaps in so many areas because they are sustainable. Think New Year’s resolutions, like crash diets, new fitness regimes, or changes in lifestyle habits. It’s the small, almost imperceptible changes that tend to last and lead to success.

How you can apply this idea: So many adjustments in business involve making significant changes, whether cultural or process-wise. As the well-known saying goes:

“The best way to eat an elephant is one slice at a time.” 

Therefore when introducing large changes within your organisation, break them down into more “humanly” manageable steps. Want to make a radical change in one of your processes? It is often more effective to start by modifying the beginning and the end of the process. The middle steps then adapt automatically as new needs are identified.

For example, in updating your innovation process, start with better identifying the target customers and their needs. Then look how the launch will be rolled out and monitored amongst them. You will quickly realise that brainstorming in a vacuum or testing multiple concepts just before launch is no longer effective – if it ever was! These parts of the process will then be adapted to the new demands.

Time to revamp your own processes? Find out more about our I3: Improved Ideation and Innovation and other 1-Day Catalyst Training sessions HERE.

 

7. It all starts and ends with the customer

During my hospital and clinic stays I realised that the staff were there for me, not vice versa. I am extremely independent and had to learn to accept the help of others, even for some of the most intimate actions. It was “normal” for them, but not for me.

They recognised that and did everything they could to make me feel at ease. From being there just when I needed them, to eclipsing to leave me alone when I needed space. The staff knew and demonstrated that it was I who was important.

How you can apply this idea: Take a look at your website, your communications, your plans; do they all start and end with the customer?

Do you publish content your customers want to read, or just what you want to tell them? Does your contact information include every possible way a customer can connect with you or just a static form and drop-down menu?

Are your communications relevant and emotionally validating for your customers?

Do your plans mention the customer as often as the brand? Remember:

“There may be customers without brands, but there are no brands without customers.”

Do they also show images of customers and include extensive knowledge and understanding about them?

If not, then perhaps you found inspiration for change in the above examples. Take one small step and make one of the changes mentioned; the benefits will be quick to appear.

For more ideas about improving your customer understanding, why not watch the FREE Customer Centricity Champions Webinar? It shares many tips, tools and templates to catalyse your business and improve your customer understanding immediately.

What Customers Want Today. (And How to Give It To Them!)

As a customer centricity champion, just like you I hope, I spend a lot of my time researching what customers want.

I’m always trying to understand exactly what their preferences are today, and where these may be going. My regular searches online include customer service, customer satisfaction, customer care and similar topic areas. Google is my best friend!

However, I recently came across some surprising facts, which prompted this post. I believe they show a serious problem in the business of looking after our customers today. Read the article and then let me know whether or not you agree with my analysis.

 

Customer Centricity

Wikipedia, another online friend of mine, doesn’t have a definition of customer centricity! If you look the term up, you get directed to customer satisfaction! Unbelievable isn’t it?  Try it for yourself and see.

My other go-to online resource for understanding terms is  businessdictionary.com, which defines customer centric as:

“Creating a positive consumer experience at the point of sale and post-sale.”

It then goes on to say:

“A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.”

Now although I find the definition somewhat limited since it refers only to sales and post-sale activities, I do like the fact that it mentions three important elements of customer centricity:

  • a positive customer experience
  • adds value to a company
  • enables differentiation

This clearly identifies three huge benefits of becoming (more) customer centric for any and every business:

  1. A positive customer experience has been shown to increase both loyalty and advocacy. (>>Tweet this<<) As we all know, it costs ten times – if not even more – to acquire a new customer, as it does to keep a current one. Therefore strong loyalty is a valuable benefit for a brand.
  2. Adding value to a company also increases the ROI of its marketing investments. This is something that marketing is challenged to prove today, with the risk of seeing their budgets cut if they can’t. Luckily, what’s good for the customer is good for business. You can see many more facts and statistics in Forrester’s report “The Business Impact of Customer Experience”  HERE.
  3. The third benefit is just as important to the growth of a business. Enabling differentiation in this complex world is invaluable in standing out from the competition. (>>Tweet this<<) In so many industries today product performance and services are almost identical, so how can you differentiate your brand? By your customer care, that’s how. And knowing exactly what your customers want. It has been shown that customers are willing to pay more for excellent customer service. Yes MORE for exactly the same product or service, so why are you waiting? You can read a summary of the American Express research that reported this finding HERE.

I would also add that to summarise what customers want today, it is a seamless experience from pre to post purchase, both on and offline. That’s how you deliver satisfaction, build loyalty and create raving fans.

 

The Importance of Customer Satisfaction & Understanding 

There is no denying that customer centricity is important, no vital to growth and profitability. However some companies are (too?) hesitant to adopt best practices in this area, which concerns me for a number of reasons:

  • Changes are happening too slowly in most organisations. If it is important for the business, then what is stopping companies from adopting a more customer centric approach? The longer they wait, the more they risk being beaten by a more customer friendly competitor. And this is why so many start-ups are stealing significant share from the major brands. It’s no longer (just) about product and service performance any more. It’s about how the customer feels about your brand. Niche brands have understood this better than anyone.
It’s no longer about product and service performance any more. It's about how the customers FEELS about your brand. #Marketing #Brand #CEX #CRM Click To Tweet
  • Customers are complaining – a lot – about the way they are being treated. Why are companies not accepting these criticisms as the gifts they are? Acting promptly before the issue becomes a social media viral discussion is essential today and your complainers may even turn into advocates if delighted with the outcome. Complaints are also a wonderful (free) sources of innovation and renovation ideas. Find out what your customers are unhappy about and then propose a solution. You may even be able to charge more since the new offer will better meet their needs.
  • Customer service is still being confused with customer satisfaction. Companies are happy when their customers say they are satisfied, but that is no longer enough. All businesses should be looking to surprise and delight their customers! Find more inspiration on this in “The Revolutionary Marketing Challenge is Not Customer Satisfaction.”

As mentioned above, the research that prompted this post was a Google keyword investigation of terms related to customers. Having seen the strong positive trend for the word customer, I then wanted to understand what it was about customers that was of interest to those searching online.

I found that both customer service and customer care showed almost identical positive trends. However, when I looked at customer satisfaction and customer understanding the trends were flat and worse, minimal. (You can see the trend graph below)

 

These trends suggest to me that companies search how to improve their customer service and care, but not about how to understand their customers or increase their satisfaction!

How can this be? Surely an interest in customer service should come from an increased understanding of how to deliver customer satisfaction? Well apparently not, at least for most people!

And this is when I realised that perhaps businesses are more interested in the process than the real benefit of customer connection. That is a serious flaw in their thinking in my opinion. Do you agree? Whether you do or don’t, please comment below.

To confirm my hypothesis, I looked into customer satisfaction levels and their trends. After all, many more companies are interested in customer service these days aren’t they? So you would think it should have a positive impact on customer satisfaction.

According to the latest report from  The Institute of Customer Service on customer satisfaction across Europe, retail, insurance and banking are the three best performing industries. This was a surprise to me because they used to be the most heavily criticised!

However this suggests that they have taken action, albeit because they had little choice, and are now leading the pack. But most other industries continue to ignore what their customers want. You can see the full Infographic overview below; click on it to see the full-sized original.

 

 wAAACwAAAAAAQABAEACAkQBADs I then went back to Google to find ways which were suggested for increasing customer satisfaction. I found almost 100 million articles on how to do it, but very few on the results. While this is certainly a significant increase on the measly two million I found just a few years ago, it is still extremely worrying.

The increased interest in customer satisfaction is confirmed by the latest results of the US ACSI (American Customer Satisfaction Index) report. It shows customer satisfaction is stable after showing steady growth since the beginning of last year. That was the latest turnaround after more than two years of disastrous declines.

Customer satisfaction shows what customers want
National ACSI Q1 2018 USA

It has been proven that changes in customer satisfaction are a predictor of future consumer spending. So although we can rejoice at the return to higher levels, the latest stagnation suggests average future spending growth at best.

David VanAmburg, who is Managing Director at ACSI said recently:

“Customer satisfaction will need to increase for the economy to grow at a faster pace. It’s tough to pinpoint one cause of the stagnation, but unless it budges, the national ACSI score paints a dire picture for consumer spending growth.”

In the UK, which leads Europe in terms of customer satisfaction, levels also rose for the first time in four years, reflecting a more positive economy. However, that was before the Brexit vote and before the exit! I am looking forward to seeing whether the Brits’ optimism continues this coming year.

 

Key Takeaways

So what does a business need to do to deliver what their customers really want today and increase their satisfaction? There are seven facts that become apparent from this analysis:

  1. Businesses should always provide a positive customer experience and do whatever it takes to not only satisfy, but ideally delight their customers.
  2. Companies need to go beyond the mere process of customer centricity, to truly put their customers at the heart of the organisation, by adopting a customer first strategy. Read “What a Customer First Strategy Is (And what it’s not!)” for more on this.
  3. Customer centricity adds demonstrated value to a company; it should be a no-brainer for every single business, whatever the industry.
  4. Customer centric improvements are happening too slowly in most companies, especially when customers are becoming ever more demanding and verbose when disatisfied.
  5. Providing customer service doesn’t guarantee customer satisfaction.
  6. A positive customer experience always increases loyalty and advocacy.
  7. Excellent customer service enables differentiation and even higher prices.

In summary, people want businesses to listen and understand them. When a customer takes the time to contact a company because they are unhappy, or even just for information, they expect a satisfactory outcome as a minimum. Those organisations who go beyond, to deliver surprise and delight, will see their reputations improve, as well as an increase in their customers’ loyalty and advocacy. 

Customers also want companies to be open and transparent. They want immediate, if not instantaneous, answers to their questions and criticisms.

They have a right to know the source of ingredients, the ingredients themselves, the country of origin, the charities the company supports, or the organisation’s policies on waste, water and sustainability. What customers really want today is to have their questions answered (almost) immediately, especially on social media. They expect things that go wrong to be put right – quickly, with an equally rapid explanation and apology.

So how are you doing? Are you living up to your customers’ expectations? Are you delivering what your customers really want? How have you made progress in this area in the past year or so? Please share your success stories below. 

You know you can no longer wait; you’re getting left behind by those organisations – and competitors – who are taking action today! Take the C3C Evaluator™ quiz and find out exactly where your greatest opportunities lie. 

For more ideas on how you can understand what your customers want even better, why not organise one of our 1-Day Catalyst Training Sessions? We have them on many areas of customer understanding and service, so you are sure to find exactly what you need to inspire and energise your team. Check out and download our brochures.

If you would rather talk through your specific needs first, so we can personalise the course just for you and your team, then feel free to book time in my calendar. 

This post is an update of one that was first published on C3Centricity in 2011. The featured image at the top is from the book “Winning Customer Centricity – Putting customers at the heart of your business – One day at a time.”

Do You Know Your Customer Journey Map & the Emotions Overlay?

A recent post by John Ollila on Loyalty Lobby  about customer journey maps and touchpoints in the leisure industry prompted me to share with you, an experience I had recently with the Hilton Group. And more importantly the lessons we can all learn from such disasters!

Each year around Christmas time, my family get together for a weekend of fun somewhere in Britain. This 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 especially cheaper than those offered by the booking sites. After all, why pay a booking site when I know the hotel I want to stay in, right? Well, I booked five 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 email 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. Already there, you can see that they have an incomplete customer journey mapping process.

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 some money – which we would no doubt anyway spend in the bar before and after our dinner!

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

Guaranteed lowest rates should mean just that! Otherwise you're just cheating the customer. #CEX #CRM #Customer Click To Tweet

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, they would in this case give me the special offer. I was very pleased doubt that they at least recognised the benefit of customer satisfaction and restored my faith in the Hilton group – somewhat.

That should have been the end of this story, but it’s not. Hilton have surpassed themselves this time in terms of customer service, or should I say a lack of it?

My brother called me the following week and informed me that the hotel’s website was showing that their restaurant was closed on the day I had booked it. I immediately rang them and spoke to the same person, who remembered me and assured me our table for ten people was booked. She said she would double check again just to be sure, so in the afternoon I called back not wanting any last minute problems with my family.

Surprise, surprise, I was told the restaurant was booked for a private party. What about my reservation made more than a month ago? Shouldn’t someone have contacted me? I demanded to speak to the manger, who apart from profuse apologies, said she would raise the issue in their operations meeting later that day.

She called me back that evening, to say that there was nothing she could do. It was their mistake and they would be happy to book me elsewhere in the city. I explained that my family had booked six rooms for two nights at their hotel so we could eat at their famous restaurant (my married sister had booked separately). No solution offered; an admission of fault but no compensation offered and no alternative other than to book at another restaurant! Their suggestion was their sister hotel down the road, a bland, modern affair, with no atmosphere.

This farcical situation continued during the whole weekend, but I won’t bore you with the details, as I would rather use this incident to demonstrate how Hilton (and you) can be better prepared.

Three Lessons Learned which Every Business Can Apply

So what lessons are to be learnt from this example, even if we work in a completely different industry? I came up with the following points, but would love to hear what other issue of customer journey mapping you would add; just leave me a comment below please.

1. The customer journey needs to integrate all possible contact points.

In Hilton’s case this is clearly not done. I was personally offered a cheaper rate at the hotel at which I had already booked five rooms! Clearly they had identified that I had reviewed prices online and then offered my the cheaper rate.

Unfortunately without their email, I would never had known and would not have checked prices again since I had already booked. And more importantly have become dissatisfied with my booking. Also, hotel prices usually go up not down closer to the day of arrival, at least so I have been led to believe. If this is not true (any longer) then I fr one will only book last minute in future!

Lesson: You must include all customer touchpoints in your journey map, to avoid such disappointment. By using an incomplete model, Hilton opened themselves up to angering a loyal customer rather than appealing to potential new ones.

Include all touchpoints in your customer journey map, otherwise it's a dangerously incomplete model. #CEX #CRM #Customer Click To Tweet

2. If you mess up admit it AND correct it

After calling to book the rooms, the hotel put me through to the restaurant to book a table for the Saturday night. Everything was confirmed and I would not have checked details until arriving at the hotel and checking in.

The excuse that the closure of the restaurant is on their website didn’t go down well with me. After all, they themselves had transferred me and taken the reservation in person, so why would I need to go to their website?

Lesson: An apology for a mistake is not its resolution. Proposing to book another restaurant in their sister hotel was nothing more than I could have done myself. I didn’t feel that Hilton were interested in correcting the situation that they themselves had created. They did not go out of their way to make things right. When your company makes a mistake, find a solution that is acceptable to your customer, not just the quick fix that suits you.

An apology for a mistake is not its resolution. Don't expect your job to be done until your customer's problem is solved and they are delighted! Click To Tweet

3. Follow up to make sure the customer is happy

I often speak about delighting the customer but your first aim is to ensure your customer is happy with the solution that you propose. Only after that can you look to see how you can go above and beyond what they expect, so they are both surprised and delighted with how they have been treated.

It takes a strong person to admit when they’re wrong, but a stronger one to want to go beyond just putting it right. Which are you doing?

Lesson: Replacing a faulty product or service is what our customers expect. Offering free samples, a further discount, express delivery or additional attention is not. These are the small touches that surprise and delight. They are also the things that your customers will share with friends and family, if not the world through social media. Suddenly you have gone from being the bad guy to the cool guy. 

Replacing a faulty product or service is what customers expect, but it's not enough! Doing more to surprise and delight are the things that they will share with friends and family. Click To Tweet

 

Customer journey mapping has become much more complex today, as the touchpoints customers use before, during and after purchase have expanded exponentially. However the process of identifying and understanding this journey remains essential to delighting each and every customer.

 

One further element which I suggest my clients add to their map is the emotional state of the customer at each interaction with a touchpoint. This simple addition will clearly show where a brand needs to improve its customers’ interactions because their emotional experience is sub-optimal.

If you would like to learn more about customer journey mapping and engagement in general, then check out our 1-Day Catalyst training offers and contact us HERE for a free, no obligation advisory session. 

Looking forward to speaking to you soon!

Denyse

 

 

 

Forgotten Facts & Fantasies of Customer Delight

If you follow me on social media, you’ll know that I’ve just returned from a three-week visit to Peru. I had the privilege of being the keynote speaker at IIEX-Latam in Lima and decided to take time off to visit the country after the conference. How glad I was that I took that decision, because I discovered that Peruvians are experts in customer delight!

PeruPeru is an understated yet remarkable country that deserves a more amazing reputation than I believe it has today. While its image is dominated by Machu Picchu, this wonderful l and has so much more to offer visitors. From the sprawling cities of Lima and Arequipa to the rugged desolation of the high altitude desert plains and the humid cloud forests, I quickly fell in love with the country and its people.

Of course, my mind is never far from work and I realised that I was so enamoured by this country because it’s people have customer centricity down to a fine art. They are happiest when they are delighting their visitors. Let me share a few of the surprising experiences I had on my trip –  I’m not referring to the amazing l andscapes – and which I hope will inspire your own customer centricity!

 

You’re welcome

Nowhere is this truer than in Peru. The North Americans may be quicker to wish you a good day, or to ask how your trip was, but they don’t really expect nor hear your answer.

It is the opposite in Peru. They go out of their way to ensure you are happy, even when you can’t speak their language.

A warm welcome is something you show your customers, consumers, and clients. (>>Tweet this<<) It is not a simple phrase repeated without depth or substance. It is caring about how you can deliver customer delight. So how do you show your customers that they are truly welcome?

If you have a digital presence and have an opt-in form, then this is by sending back a welcome email immediately, introducing yourself and thanking your customer for signing up. You’d by amazed in this day of simplified automation, that not all websites have this welcome programmed within their sales funnel!

GoldfishAccording to research conducted last year by Microsoft human beings have an 8-second attention span these days. And yes that’s shorter than a goldfish! But more than 70% of consumers expect a welcome email when they subscribe to your offer, according to BlueHornet. So why disappoint a third of your customers before you’ve even started your relationship with them, by not thanking them? Another reason to respond rapidly is that real-time welcome emails see more than 10x the transaction rates and revenue per email over batched welcome mailings according to Experian.

Another way of welcoming your customers’ business is by providing additional value. We all know how Amazon remain the first and best at this with their recommendation engine. But there are many other organisations working with recommender systems, including Netflix, social media platforms Facebook, Twitter and LinkedIn and retail giant Ikea

Do you have something similar to offer your customers? Whether it’s an additional free offer, or a paid product or service, your customers are connected, so make use of their engagement to provide even greater value. And speaking of value:

 

We value your business

The evidence of just how much Peruvians appreciate their visitors again comes down to the warmth of their welcome. But they go even further; I felt that I was treated with real respect. Nothing was ever too much trouble and apologies abounded for even the slightest mishap. The hotel front desk couldn’t immediately answer my question? Profuse apologies, not a canned “sorry to have kept you waiting.” The restaurant waiter had to make me wait thirty seconds to provide something? Profuse apologies and perhaps even a small extra such as a drink or special treat.

QueueOn my first day, I spent the morning getting a local SIM card and changing money. Now I agree that back home these two tasks would have taken me about thirty minutes, but I wouldn’t have enjoyed them nearly as much. They would have been chores to accomplish as quickly as possible. I would have tolerated the queues and been irritated by the time lost waiting to be served.

Not in Peru. In the bank, I was treated to a comfortable sofa, coffee and a TV channel to watch, as my name moved quickly up the waiting list on the large central screen. In the phone company’s retail outlet, I was shown to the front of the line as a “valued new customer.” And then, of course, I got the traditional apology for being kept waiting. None of the tiring, st and-up queues we find in most cities.

How do you show your customers that you value their business? (>>Tweet this<<) I hope not merely by saying that you do – if so, reread the previous point again! Don’t you get irritated when calling a company to hear those automated “your call is important to us” messages before being put on hold for ten, twenty, thirty or more minutes? So why would you think that your customers accept such “lies”? You’re certainly not proving that they are important to you. Find ways to make their wait more comfortable, if not enjoyable. Read ” Changing perception: Simple ways to improve your customers’ waiting experience” on Business.com for some great suggestions from Sarah Pike.

 

We want you to be delighted

There is still a lot of talk about customer delight and satisfaction, but there really is a huge difference. Satisfaction is meeting the minimum st andard of service. Delight happens when people are both satisfied and surprised by the level of service or quality you provide. If you can’t provide an alternative solution such as automatic call back, chat or email response, then at least give the caller an idea of how much time they need to wait. It would be even better if you could suggest a better time for them to call back when lines would be less busy if they prefer, rather than making them merely wait. Treat your customers as you would like to be treated is not a hollow rule for businesses to think about customer delight and service. (>>Tweet this<<)

In Peru, after every interaction with someone, I was always asked if there was anything else I needed. Again not the automatic response upon the completion of a job, but a real desire to provide more than just satisfactory service.

So what are you offering your customers? The lowest acceptable service level at the highest price possible? Do you even know what would delight your customers? When did you last check how their dem ands have changed? We are all excited by novelty, but it makes customer delight difficult to maintain if we don’t have our finger on the pulse of the market. As one of the young digital marketers I follow says “you can never go wrong by offering true value.” (I’m speaking about Neil Patel of course) (>>Tweet this<<) So don’t target anything less than surprise and delight; satisfaction is no longer enough. (See ” The new challenge of marketing: Customer satisfaction is not enough!” for more on this topic)

 

Enjoy the ride, not just the destination

Belmond Group LogoI am sitting on the Andean Explorer as I write the first draft of this post. It is part of what used to be known as the Orient Express Group, which recently changed its name to the Belmond Group because it offers more than just train services. I mention this group because they have customer delight in their blood. You could say it’s old-fashioned in today’s world and I, unfortunately, would agree.

According to Wikipedia, “slow” lifestyles first emerged in the slow food movement. It emerged in Italy in the ’80s and ’90s  as a reaction to fast food, emphasizing more “traditional” food production processes. Too often today we race from one action or experience to another. Think about all the photos you take which mean you never really see the places you visit until you get home and review the slides. What a waste!

I recently experienced just such a regret myself after a flight over the Nazca Lines. I have a few blurry images taken through the scratched windows of the small plane on which I flew. A fellow traveller told me that his pilot told him not to take any photos but to admire the view. I so wish I had done that. What I had expected to be the highlight of my whole trip, turned out to be just an uncomfortable scramble to see all the figures as the plane banked steeply, first in one direction and then the other. The photos on Internet are far better than any I could have taken!

This train ride is another example of luxuriating in a “slow” experience. You could take the luxury coach service from Puno to Cusco and arrive four hours earlier. But you would miss the experience I am having. I actually don’t want the ride to end! Do your customers feel the same about your product or service?

 

We want you to feel comfortable

Cruz del surOne of the many surprises in Peru was their transport system. They rely primarily on coach services between the major cities, but they are unlike anything I’ve seen anywhere else around the world.

The value for money is outst anding. Your luggage is taken from you when you arrive, similar to airport check-in; no hauling your bags on and off the train or coach. Meal service is a three-star affair, not the snacks that most airlines offer today. Cozy blankets and pillows are provided, together with headphones and a personal entertainment system. And the seats, oh the seats! They would put every airline business class to shame! They recline to a comfortable sleeping position with plenty of space for personal belongings.

Starbucks LogoSo how do you make your own customers feel more comfortable? Today’s customers will pay for experience, not for commodities. Which are you offering? With the similarities of products and services today, customers remember how you make them feel, far less than the price they paid. This is why we happily pay five dollars for a cup of coffee at Starbucks or five to ten times the economy price to fly Business or First. Improve your customers’ experience and they will happily pay more. (>>and%20they%20will%20happily%20pay%20more%20[tweetlink]%20%23CEX%20%23Customer” target=”_blank” rel=”nofollow noopener”>Tweet this<<) According to Oracle, 86% of customers will pay more for a better customer experience, but 82% of customers have left a company because of a bad customer service experience. These are HUGE numbers to be ignored at your peril! 

 

We know we can do better

Almost every tour I went on, every guide I had to show me around and every hotel or restaurant I went to, asked me to complete a short survey if I could spare the time. And when I say short I mean short. They rarely if ever went over one page. Just a few, essential questions and a request to comment on what they could have done better to make my visit even more enjoyable.

How many of your own customer satisfaction surveys ask only the essential, actionable questions? Even if you collect answers, do you make regular use of their analysis to improve your customers’ experience? Every business could benefit from following what their customers think of them and I don’t mean by simply tracking your NPS! (Net promoter score) Apart from its now questioned validity, are you even sure that this metric is relevant to your industry? If you’ve never compared your results to sales trends, do so; you are likely in for a shock!

Of course, not everything is perfect in Peru. There’s a lot of rubbish along the side of the roads in the countryside. But there are also a lot of recycling bins everywhere. They are trying hard to educate the locals that the country depends on tourism and as such they must value and protect their own country, as much as the visitors do.

My trip in Peru was truly a “once in a lifetime” experience. Hopefully, the ideas from my experiences have inspired you to make some changes in how you treat your own customers, whatever industry you are in. 

I’d love to hear about any “ah-ha” moments you had while reading this post. If you have further thoughts on how we could all increase customer delight in our businesses then please share them with the thous ands of readers here. Thanks a lot.

And finally, if you know you could be doing better in terms of customer delight, take a look at our and-evaluation” target=”_blank” rel=”noopener”>1-Day Catalyst training sessions and contact us for a quick chat about how we might support you.

 

What do Customers Really Want Today?

As a customer centricity champion, just like you, I spend a lot of my time researching what customers really want today. I’m always trying to understand exactly what customers want. My regular searches include customer service, customer satisfaction, customer care and similar topic areas. Google is my best friend!

However, I recently came across some surprising facts, which prompted this post. I believe they show a serious problem in the business of looking after our customers today. Read the article and then let me know whether or not you agree with my analysis.

 

Customer centricity

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

My other go-to source for definitions is  businessdictionary.com which defines customer centric as:

“Creating a positive consumer experience at the point of sale and post-sale.” 

It then goes on to say

 “A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.”

Now although I find the definition limited, since it refers only to sales and post-sale activities, I do like the fact that it mentions three important elements of customer centricity:

  • a positive customer experience
  • adds value to a company
  • enables differentiation

This clearly identifies three huge benefits of becoming (more) customer centric:

  1. A positive customer experience has been shown to increase both loyalty and advocacy. (>>Tweet this<<) As we all know, it costs ten times if not even more, to acquire a new customer as it does to keep a current one. Therefore loyalty is a valuable benefit for a brand.
  2. Adding value to a company also increases the ROI of its marketing investments. This is something that marketing is challenged to prove today, with the risk of seeing their budgets cut. Luckily, what’s good for the customer is good for business. You can see many more facts and statistics in Forrester’s report “The Business Impact of Customer Experience”  HERE.
  3. The third benefit is just as important to the growth of a business. Enabling differentiation in this complex world is invaluable in standing out from the competition. (>>Tweet this<<) In so many industries today product performance and services are almost identical, so how can you stand out? By your customer care, that’s how and knowing what your customers really want . It has been shown that customers are willing to pay more for excellent customer service. You can read a summary of the American Express research that found that  HERE.

I would also add that what customers really want today is a seamless experience from pre to post purchase, as well as both on and offline. That’s how you deliver satisfaction and build loyalty.

 

The importance of customer satisfaction and understanding

There is no denying that customer centricity is important. However some companies are (too?) slow to adopt best practices in this area, which concerns me for a number of reasons:

  1. Changes are happening too slowly in most organisations. If it is important for the business, then what is stopping companies from adopting a more customer centric approach? The longer they wait, the more they risk being beaten by a more customer friendly competitor. It’s no longer (just) about product performance any more.
  2. Customers are complaining – a lot – about the way they are being treated. Why are companies not accepting these criticisms as the gifts they are? Acting promptly before the issue becomes a social media viral discussion is essential today.
  3. Customer service is confused with customer satisfaction. Companies are happy when their customers say they are satisfied, but they should be looking to delight them!

As mentioned before, the research that prompted this post was a google keyword investigation of terms related to customers. Having seen the strong positive trend for the word customer, I then wanted to understand what it was about customers that was of interest. I found that both customer service and customer care showed almost identical positive trends.

However, when I looked at customer satisfaction and customer understanding the trends were flat and worse, minimal. (You can see the trend graph below with service in green, care in blue, satisfaction in red and understanding in yellow)

 

These trends suggest to me that companies search how to improve their customer service and care, but not about how to understand their customers or increase their satisfaction!

How can this be? Surely an interest in customer service should come from an increased understanding of how to deliver customer satisfaction? Apparently not.

And this is when I realised that perhaps businesses are more interested in the process than the real benefit of customer connection. That is a serious flaw in their thinking in my opinion.

To confirm my hypothesis, I looked into customer satisfaction levels and their trends. After all, many more companies are interested in customer service these days. So you would think it should have a positive impact on customer satisfaction.

 

According to the latest report from  The Institute of Customer Service on customer satisfaction across Europe, retail, insurance and banking are the three best performing industries. This was a surprise to me because they used to be the most heavily criticised. However this suggests that they have taken action, albeit because they had little choice, but most other industries continue to ignore what their customers really want. You can see the full Infographic overview above; click on it to see the full-sized original.

I then went back to Google to find ways which were suggested for increasing customer satisfaction. I found more than  two million articles on how to do it, but very few on the results. Again, extremely worrying.

US Customer satisfaction
National ACSI Scores, 1994 to Q1 2016 (0-100 Scale) (PRNewsFoto/American Customer Satisfaction)

 

According to the US ACSI (American Customer Satisfaction Index) June 2016 report, customer satisfaction has finally increased for the first time in over two years.

However, as Claes Fornell, Chairman  and founder of the ACSI says:

“By and large, the overall customer experience for goods and services purchased and consumed in the United States is getting worse.” 

In the UK, which leads Europe in terms of customer satisfaction, levels also rose for the first time in four years, reflecting a more positive economy. However, that was before the Brexit vote! I am looking forward to seeing whether the Brits’ optimism continues this year.

 

The Key Takeaways

So what does a business need to do to deliver what their customers really want today and increase their satisfaction? There are seven facts that become apparent from this analysis:

  1. Businesses should always provide a positive customer experience and do whatever it takes to satisfy, but ideally delight.
  2. Companies need to go beyond the mere process of customer centricity, to truly put their customers at the heart of the organisation.
  3. Customer centricity adds demonstrated value to a company; it should be a no-brainer.
  4. Customer centric improvements are happening too slowly in most industries, especially when customers are becoming increasingly dem anding.
  5. Providing customer service doesn’t guarantee customer satisfaction.
  6. A positive customer experience increases loyalty and advocacy.
  7. Excellent customer service enables differentiation and even higher prices.

In summary, people want businesses to listen and understand them. When a customer takes the time to contact a company because they are unhappy, they expect a satisfactory outcome as a minimum. Those organisations who go beyond, to deliver delight, will see their reputation improve, as well as an increase in their customers’ loyalty and advocacy. 

Customers also want companies to be open and transparent. They want answers to their questions and criticisms. They have a right to know the source of ingredients, the ingredients themselves, their country of origin, the charities the company supports, or the organisation’s policies on waste, water and sustainability. What customers really want today is to have their questions answered (almost) immediately, especially on social media. They expect things that go wrong to be put right – quickly, with an equally rapid explanation and apology.

So how are you doing? Are you living up to your customers’ expectations? Are you delivering what your customers really want? How have you made progress in this area in the past year or so? Please share your success stories below. 

You know you can no longer wait; you’re getting left behind by those organisations – and competitors – who are taking action today! If you need help in catalysing your organisation in customer centricity and aligning your business to what your customers really want today, C3Centricity provides 1-Day training on many relevant topics. See more about them and download the summary brochures HERE.

Are Smart Things Really Smart?

Last week I wrote a long post on “The 7 Essential Differences Between Simply Responding to Customers and Providing True Customer Service“. So this week I wanted to write a shorter thought piece on a topic getting a lot of airtime these days; that of smart things, the IoT or the Internet of Things.

We seem to be surrounded by smart things: smart watches, smart clothing, smart cars, smart houses and smart appliances. My question to you is “Are they really smart?” (>>Tweet this<<) 

The reason for my question is that I recently read an article entitled “Taking ‘Smart’ Out Of Smart Things” by Chuck Martin. It made me think about whether “smart things” really are that smart or whether it’s something else that’s making them appear smart?

So here are my views on it; feel free to add your own opinions in the comments below, I would love to start a discussion on “smartness”.

The Age of the Customer and the Fourth Industrial Revolution

According to Forrester in their report published early last year, entitled The Business Impact of Customer Experience“, we are now in the “Age of the Customer”. This was music to my ears when I first heard that, because as you know I’m a customer champion. However, at the beginning of this year, The World Economic Forum reported that we are now on the brink of the Fourth Industrial Revolution“. (>>Tweet this<<)

In their article, they explain that “The First Industrial Revolution used water and steam power to mechanize production. The Second used electric power to create mass production. The Third used electronics and information technology to automate production. Now a Fourth Industrial Revolution is building on the Third, the digital revolution that has been occurring since the middle of the last century. It is characterized by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres.”

Does this mean that people will have less and less importance as technology takes over more and more areas of our daily lives – and value? Luckily no. The author, Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, concludes the article by saying “In the end, it all comes down to people and values. We need to shape a future that works for all of us by putting people first and empowering them. In its most pessimistic, dehumanized form, the Fourth Industrial Revolution may indeed have the potential to “robotize” humanity and thus to deprive us of our heart and soul. But as a complement to the best parts of human nature—creativity, empathy, stewardship—it can also lift humanity into a new collective and moral consciousness based on a shared sense of destiny. It is incumbent on us all to make sure the latter prevails.”

So no panic; there will hopefully still be a place for people in this brave new world! But that doesn’t mean that we won’t have to adapt – and adapt quickly if we don’t want to be left behind.

In researching for this post I also found that “smart” is now being attributed to many, many new areas. And this is thanks to the increased use of data or as we now like to term it Big Data. Data tells us what to do, or more precisely, computers control the processes in which we are involved. Although humans are still smarter (for now?), machines can tell us things that we didn’t know or couldn’t work out for ourselves, or if we could, not as quickly. Read more about this here.

Smart Things or Lazy People?

Another aspect of smart things is that they make life easier for the user. This might suggest that people will become lazier if they don’t compensate for all the actions they no longer make during an average day. Of course, those with fitness b ands, like myself, may just continue to do things manually for the increased statistics on our activity counter; this article makes a good read on the topic. But the average “Jo” will add more and more robots to do the manual work that they don’t want to do, so what will they do with all this new-found leisure time? Work more or play more? My bet, or rather hope, is for the latter!

With machines taking over the more menial tasks, we will be forced to make better use of our brains; after all, it’s the only thing that robots don’t have – for now at least! So are you training yourself to think more, improve your memory and polish up your analytical skills? According to Korn Ferry’s 2015 Pulse report, a customer centric approach and analytical skills are the two most sought-after specialized skills within the marketing function today. (>>Tweet this<<) So if you’re in marketing you’d better start honing them, before the robot takes your seat! Smart people will realise and take action; the less-smart will wait and see. Which are you?

What do you think? What challenges and opportunities will smart marketing bring us? Please add your comments below and let’s start a wave of smart discussions!

Winning Customer Centricity BookThis post includes concepts and images from Denyse’s book  Winning Customer Centricity . 

It is now available in Hardback, Paperback, EBook and AudioBook formats. You can buy a copy from our website here, as well as on Amazon, Barnes and Noble, iBook, iTunes and in all good bookstores. Discount codes are regularly published on our private  FaceBook Members group – why not ask to join?

 

 

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