improve customer centricity

10 Ways to Immediately Improve Your Customer Centricity

Posted on June 25, 2020January 1, 2021 by Denyse Drummond-Dunn

We all know that customer centricity is essential; even more so these days with the lockdown in most countries due to the pandemic.

Now more than ever, businesses need to put their customers clearly at the heart of their organisation. But I know that many struggle, even in more normal times, to be customer centric. They just don’t know where to start. Am I right? If you’re one of them, then this article is for you.

This week I give you ten simple actions to accelerate your organisation along its path to an improved customer-first strategy.

#1 Review & Revise the Description of your Target Audience

Do all your brands have a clear description of their target audience? These days we tend to speak about personas or avatars.

Is it as complete as it should be? If not, then regular readers will know about and probably use the C3Centricity 4W™ template for storing all this information. You can download it and get the accompanying workbook here.

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

#2 Assess the Optimum Way of Connecting with Your Customers

Do you know the best way to contact your target customers, as well as their preferred place and time to connect?

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

Obviously the second is what it should be. You can learn far more about your customers when they are ready to share their information with you.

For an original take on engaging your customers see “You’re missing out on A Free Communication Channel! (Any guesses what it is?).”

I hope this list has helped you to identify a few areas that need revision in your organisation. Actioning even just one of them will improve your customer centricity and your profitability too (according to research).

Of course completing them all will ensure that your customer is really at the center of your business, as well as in the hearts of your employees.

If you would like to know just how customer centric you are, complete the C3C Evaluator™ assessment. It’s free! The Evaluator™ will help you to identify where you are today as well as how to prioritise any needed changes in your organisation.

For further inspiration on making your organisation more customer centric, check out our other articles on C3Centricity, or contact us here:

https://www.c3centricity.com/contact

C³Centricity.com uses images from Denyse’s book Winning Customer Centricity and the associated website WinningCustomerCentricity.com, as well as Pixabay.com.

How to Improve Customer Centricity in Hospitality

Posted on June 9, 2020June 11, 2020 by Denyse Drummond-Dunn

The title of this week’s post might surprise you. After all, the hospitality industry should be highly customer centric, as it relies on satisfying its guests.

However, it can learn a lot from consumer packaged goods (FMCG/CPG), as I shared with industry experts at a Faculty Day of one of the leading hospitality schools in Switzerland. Having spent most of my career in consumer goods, I was invited to share what the hospitality industry could learn from the industry. From the reactions at the end of my talk it seems that the answer is a lot!

It might surprise you, but the two industries have a number of similarities. They both (should) have their customers at their heart. And they are both founded on pleasing and hopefully delighting their clients in the quality of the products and services they offer.

During my presentation, I shared many ideas; here are a few of the points I covered:

#1. From ROI / ROR to ROE

There has been a lot of discussion in the past few years about the need to move from a return on investment to a return on relationships. While I agree with the importance of relationships, I believe that what we should be talking about is engagement. Despite many books touting the need for our customers to “Love” our brands, in reality, I’m not sure that any of us want to have a deep relationship with brands.

The relationship is based on more than just the brand. It is founded on trust and confidence in the product, the brand’s website and their engaging communications. Think Coca Cola and Red Bull as great examples of this.

#2. Build Relationships with Strangers

The hospitality industry is based on serving and satisfying its guests. But in today’s connected world it also needs to consider people who are currently strangers – but could potentially become guests. These may include the friends of past guests, who have heard about the hotel or restaurant and are interested in visiting it for themselves.

One good example of this, but I know many hotels are also doing it, is the Rosewood Mayakoba resort in Mexico. This wonderful hotel encourages its guests to photograph their experiences during their stay at the resort and then to post them on Facebook.

This not only provides free publicity for the hotel, but also enables it to start engaging future guests before they even arrive. In addition, the posts will certainly have a positive influence on website visitors. And the guests who publish their photos, will have an even stronger positive impact on their friends and followers. After all, they will more than likely have similar tastes and desires.

#3. Value is more Important than Price

Having additional control of our 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 decisions are influenced by their peers, more than by traditional marketing. Continue Reading

10 Ways to Improve your Customer Centricity Today

Posted on August 10, 2012March 28, 2020 by Denyse Drummond-Dunn

Many of you know that it is vital to improve customer centricity today. You must put the customer clearly at the heart of your business.

But I also know that many of you struggle with this, because you just don’t know where to start. Am I right? Then this article is for you.

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

#1 Review & revise the description of your target audience

Do all your brands have a clear description of their target audience? These days we tend to speak about personas.

Is it as complete as it should be? If not, then use our C3Centricity 4W™ Persona Template and complete the who, what, where and why for each one.

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

#2 Assess the optimum way of connecting with your customers

Do you know the best way to contact your target customers, as well as their preferred place and time to connect?

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

Obviously the second is what it should be. You can learn far more about your customers when they are ready to share their information with you.

I hope this list has helped you to define a few areas that need revision in your organisation. Even actioning just one of them will improve your customer centricity. Of course doing them all will ensure that your customer is really at the heart of your business, as well as in the hearts of all your employees.

If you would like to know just how customer centric you are today, why not complete the C3C Evaluator™? It will help you to identify where you are today as well as how to prioritise any needed changes in your organisation.

For more information on making your organisation more customer centric, please check out C3Centricity for additional inspiring articles and then contact us here:

https://www.c3centricity.com/

C³Centricity.com uses images from Dreamstime.com

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