Probably the most talked about topic in the world of business today is ‘Customer-centricity’. While many organizations build their vision and mission statements around this subject, it’s more often merely lip-service, not to sound cynical. So, what is ‘Customer-centricity’ or what does it mean for brands to be ‘Customer-centric’?
The fundamentals of marketing was always built around the idea of providing a product or a service that fulfilled the needs of a customer. Today, most companies, be it a brick and mortar business or an online commerce portal is in a hurry to acquire customers. Growing a customer base through loyalty programs and points has become the order of the day. With the belief that these are the triggers that create stickiness. But do these mechanisms really work?
Let’s play out a real life scenario. You walk into a multi-brand electronic store to buy a microwave, of a specific brand or model, and it’s not available. The spirited salesperson instead shows you a range of other brands and models that they have in stock without even wanting to know why you wanted to purchase that specific brand or model in the first place. You thank him and excuse yourself to leave. Meanwhile he pulls out a form and suggests you join the loyalty program for a host of benefits including a lucky draw. Interesting, isn’t it? Sell everything else besides what the customer wants!! Can this be categorized as a ‘Customer-centric’ response?
Well here are a few positive actions that can be put to use and be seen as a customer friendly brand.
Understanding the needs of your customer – Organizations and brands need to painstakingly understand the needs of the customer. In this case, the salesperson could have spent some time to know what the customer was looking for.
Creating and offering the best solution – Going the extra mile to offer the best or optimal solution to the needs of your customer will go a long way in creating a positive impression of your brand. Remember, customers will always remember you for both the right and wrong reasons. Always better if it is for the right one.
Honoring your commitments – Going back to the scenario in the multi-brand outlet, if the salesperson had offered to help you by sourcing the same product and delivering it in a few days, you probably would have taken up on that offer. And signed up for the loyalty program. It is always reassuring to work with a brand that is willing to serve and honor their commitments.
Building relationships with your customers – By getting to know your customers better, there are plenty of opportunities to do more business with them. When brands are seen as trusted partners, customers are likely to stay with them for long.
It’s all about giving the customer what he wants and not what you want to sell. Until and unless businesses and brands are driven by these fundamentals, their survival will continue to hinge on these two words.
Long live ‘Customer-centricity’!!
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