As time passes things change, sometimes for better, sometimes for worse. In this case they have clearly changed for the better.
Let’s start at the beginning.
What does customer centric mean?
Production has evolved, as well as the way of launching products onto the market. When there was less supply the companies themselves set the trends and consumers were limited to choosing the one they most identified with.
The power of decision of the customers was extremely limited, but not having much to choose from wasn’t a problem.
Now consumers have more options and have become top researchers, they can take days or even weeks before making a decision. Before this change in consumer habits brands had to adapt to their processes. It all started with market studies that, little by little, were perfected into a detailed study of the interests and behaviours of our customers (and potential customers) before launching a new product or beginning a new production.
Benefits of a customer centric approach
Completely changing the perspective of your own production towards customers can bring you several unexpected and some very interesting benefits. There is life beyond increased sales.
We are all happy if sales increase, but this also happens with discounts and does not have to be related with being customer centric or product centric. When you focus on the customer and on what they want, you will see changes in how you reach new potential customers, you will see improvements in the conversion rate and, most importantly, you will see big changes in the retention rate.
With so much on offer on the market, knowing that your customer is more inclined to buy from you again is essential for the future of your business. Around 86% of users recognize that having an exclusive and personalized service is important when deciding whether to proceed with the purchase or not.
The 4 steps to having a good customer centric strategy
There are surveys that state that 58% of users do not return after a bad purchase experience, so take time to review the steps set out below.
- Segment and define
- Actively listen
- Design the customer journey
- Focus on the customer experience
In a nutshell, treat your customer just as you would like them to treat you.
Loyalty is much more than points programs that can be exchanged for discounts, you have to know what benefits, on what products and to which customer to present each option.
A good segmentation will allow you to know what questions to ask each one of your customers so they feel like you value their opinion. When you receive the information don’t just file it away, use it, then your customer will see their wishes become a reality and they’ll feel a part of your brand.
When the customer is happy you need them to be able to access the products easily, don’t have a website that looks like a maize or a store filled to the brim with products.
The customer experience is everything if you want them to come back.
Which digital services can help you?
When collecting the information, having it to hand is the most neccesary, but we can also find services that offer immediate feedback on your next launches so you can plan the production of products that most fit the needs of your customers.
There are even apps being developed capable of reading the reaction of possible consumers to a specific content thanks to facial recognition. Pure gold for marketing!
The most important, having a platform that integrates your sales channels will help you to clearly identify the preferences of your customers.
The key to a customer centric service is putting yourself in the customer’s shoes and having a platform that allows you use customer data to provide them personalized proposals, benefits and experiences which they can enjoy in any of your sales channels!!
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La guía definitiva para conocer las tendencias que marcarán el futuro del sector del retail en personalización y omnicanalidad