While it seems like a complicated buzzword, customer centricity isn’t as perplexing as it sounds. With the changes in buyer’s preferences, it’s now hailed by many as a better sales-generating approach than most product-centric strategies. What it does is actually more than that.
A customer-centric approach, from the word itself, focuses on your customers and their needs. Compared to a product-oriented tactic where you market your product for its features, in this approach you use your customers’ insights to gauge what they want and need, and produce results from there. In other words, your business can exceed your customer’s expectations by listening to them and getting it right.
What does this mean for customer service? This means that you can improve the overall customer experience by assuring your consumers that you have their back when product or service failure occurs. Such call center culture builds your company’s credibility and trust, and can lead to better sales generation and customer satisfaction.
Customer-oriented culture also fosters customer loyalty. By ensuring that your customers get the best experience they deserve, they will believe and trust in your brand, ensuring repeat transactions. Returning loyal customers are more valuable than what they were when they first interacted with your brand—up to 10 times their original worth.
Focusing on your product’s/service’s strengths, while a common marketing tactic, doesn’t consider what the customers actually think of it. By shifting the focus to the customers, you can discover trends you won’t observe by being product-centric—why did they buy a certain product, why do they prefer to buy from the competitors?
Such is the case of Arm & Hammer. While not a call center, they’re one of the most prominent multiproduct brands today. They started out as a baking soda company but discovered that their customers were using the product for other various applications than baking. They decided to branch out to other products for such applications—toothpastes, deodorants, etc. Arm & Hammer became more profitable because they used their customers’ insights.
You could say that the customer-centric approach is much like being in a relationship—albeit a customer-company relationship, at that. If both parties listen, the relationship can get better. Businesses can improve the product/service, customers can continue to use it and refer other customers. And like any relationship, things can sour if you don’t listen to your customers.