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.
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:
- 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.
- 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.
- 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:
- Changes are happening too slowly in most organisations.