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What Is Customer Centricity & How to Implement It

<p class="p1">Your business cannot scale—let alone exist—without customers. That&#8217;s why it&#8217;s so important to maintain a customer-centric approach in everything you do. As a result, you&#8217;ll have the information necessary to create delightful experiences, streamline the buyer&#8217;s journey, and build trusting and lasting relationships with your customers.</p>
<h2 class="p1"><b>What is customer centricity?</b></h2>
<p>Customer centricity is when your business prioritizes a deep understanding of all things related to your customer—this includes their expectations, perceptions, background, reasons for working with your company, and more. This information is then applied to everything your business does including product/service creation, customer interactions, and changes to the buyer&#8217;s journey. The result of an effective customer-centric strategy is your company increases customer advocacy, loyalty, and retention.</p>
<p class="p1">Within a customer-centric approach is <strong>customer-centric marketing</strong>. It puts customers first in all decisions regarding marketing tactics including content, promotions, ads, and more. It ultimately improves the likelihood of your marketing materials resonating with and converting customers.</p>
<p class="p1"><strong>Customer-centric selling</strong> is similar but it&#8217;s used by sales teams. It aims to approach each prospect’s challenges with a personalized solution instead of delivering something that is one-size-fits-all. It entails focusing a customer&#8217;s specific pain points and goals to show them why you&#8217;re the right business for them to work with.</p>
<h2 class="p1"><b>Why is customer centricity important?</b></h2>
<p class="p1">Here are just a few reasons why customer centricity is so important—it:</p>
<ul class="ul1">
<li class="li1"><b>Increases customer loyalty and retention: </b>Customer centricity enables you to provide excellent customer experiences. Customers tend to walk away from brands they associate with poor experiences, and they may even encourage others to do so by posting about the experience on social media and review sites.</li>
<li class="li1"><b>Improves brand perception: </b>Being customer-centric helps you retain existing customers by improving brand perception. It ensures they have frictionless experiences with your brand.</li>
<li class="li1"><b>Attracts new customers: </b>As the perception of your brand improves, so does your ability to attract new customers. Combine that with encouraging your happy customers to leave reviews and you&#8217;ll find it even easier to convert prospects and grow your customer base.</li>
</ul>
<h2 class="p2"><b>How to Become a Customer-Centric Organization: 8 Tips</b></h2>
<p>Next, lets take a look at some ways for you to become a customer-centric local business.</p>
<h3><b>1. Consider and anticipate customer needs. </b></h3>
<p class="p1">Anticipate your customer’s needs before they even have to ask you for help. You&#8217;re the subject matter expert—so predict what your customers may need in the future and arm them with the tools and information to make them feel like they&#8217;re supported.</p>
<h3><b>2. Keep customer feedback in mind. </b></h3>
<p class="p1">Customer reviews are valuable because they allow you to understand what your business is doing well and where you have room for <a href="https://www.podium.com/article/customer-service-failing/">improvement</a>.</p>
<p class="p1">Collect feedback via as many sources as you can, focusing on the channels your customers prefer. Some important touch points for gathering feedback include chat, text messages, email, and phone calls. Don’t forget about Facebook Messenger, other social media pages, in-app messages, and even message boards, too.</p>
<p class="p1">Customer surveys are also an excellent opportunity for keeping customers engaged. Surveys not only give you valuable feedback from your customers, but they also show that you value their input. You can even call or text customers for feedback, encouraging your team to adapt the conversation to the customer’s responses.</p>
<h3><b>3. Implement proactive customer service.</b></h3>
<p class="p1">Being proactive about customer service gives your customers added value and shows your commitment to their success. It commonly entails giving your customers tools to resolve issues themselves without any need to contact your support team. For example, a &#8220;Community&#8221; hub on your website or an FAQ page for self-support. You can also adjust your product and pricing pages to make the information on them more clear which also helps you offer proactive and effective customer service.</p>
<h3><b>4. Follow up with your customers.</b></h3>
<p class="p1">Be sure to follow up with customers every time they interact or engage with your business. Answer questions, respond respectfully to negative feedback, thank customers who choose to share positive reviews, and respond to comments via all marketing channels.</p>
<h3><b>5. Listen to your customer requests.</b></h3>
<p class="p1">Getting <a href="https://www.podium.com/article/customer-feedback-examples/"><span class="s1">feedback</span></a> from your customers and following up with them is only helpful if you put the information you receive to good use. So, when your customers make a request or give you their opinions of your products and services, take it to heart. Look for patterns or common requests. Then, evaluate whether you can reasonably accommodate these requests (and if you can, test them out).</p>
<h3><b>6. Create a relationship beyond purchases.</b></h3>
<p class="p1">Your primary goal is to get customers to buy your product or service, but you don’t want this to be the only driving force in your customer-business relationship. You want to create a long-term relationship—that&#8217;s because it costs your business <a href="https://hbr.org/2014/10/the-value-of-keeping-the-right-customers">five-times as much as it is to attract a new customer versus retain an existing customer</a>. To do this, build a relationship with your customers beyond their initial purchases. For example, give them the education, support, information, and/or offers that they need to achieve their goals.</p>
<h3><b>7. Get everyone involved.</b></h3>
<p class="p1">For a customer-centric approach to be successful, every one of your employees must be on board—even employees with roles that aren&#8217;t customer-facing. This includes leadership and management, Sales, Marketing, and Customer Service and Support.</p>
<h3><b>8. Track your results.</b></h3>
<p class="p1">Track and measure the success of your customer-centric approach to understand exactly how your business can enhance every stage of the buyer&#8217;s journey and ultimately attract, convert, and retain more loyal customers. To do this, consider tracking KPIs and metrics such as churn rate, retention rate, customer effort score (CES), net promoter score (NPS), and customer satisfaction (CSAT). Analyze customer behavior, value, and sentiment.</p>
<h2 class="p1"><b>Customer-Centric Strategy Examples</b></h2>
<p class="p1">Here are some examples of customer-centric strategies.</p>
<h3><b>1. Adopt customer tools.</b></h3>
<p class="p1">Customer tools, like a <a href="https://www.podium.com/marketplace">customer relationship management (CRM)</a> tool, for example, help you collect, organize, and easily reference all <a href="https://www.podium.com/contacts/">contact</a> and customer data points. This makes it simple for your team to draw assumptions about what your customer segments need and/or are lacking, as well as which aspects of your business (e.g. customer service, product features, etc.) they find most helpful.</p>
<h3><b>2. Consider omnichannel communication.</b></h3>
<p class="p1">With an omnichannel communication strategy, you&#8217;re able to communicate with your target audience via the channels (e.g. social media, your website, Google Reviews, etc.) that they want to interact with you on. Then, instead of having to constantly check all of those channels for messages from customers, bring all of your communication together—no matter the channel—<a href="https://www.podium.com/inbox/">in a centralized inbox for customer interactions</a>.</p>
<h3><b>3. Run customer satisfaction surveys.</b></h3>
<p class="p1">Keep track of how your customers feel about your brand with customer satisfaction surveys. These are easy to set up and will help provide you with essential data points about your client.</p>
<h3><b>4. Improve your customer service team.</b></h3>
<p class="p1">Get your customer service team ready for a more balanced approach to working with your clients. To start, make your customer support team more easily accessible. While most people will want to talk to your team via text or webchat, some will prefer calling, so make your phone number visible on your website.</p>
<h2 class="p1"><b>Challenges of Becoming a Customer-Centric Company</b></h2>
<p class="p1">Establishing a customer-centric strategy can be difficult at times—here are some common challenges local businesses run into when working to be customer centric.</p>
<h3 class="p1"><b>1. Building a strong, customer-centric company culture.</b></h3>
<p class="p1">Building a customer-centric culture requires everyone within your business to buy into the strategy—this can be even more challenging if you&#8217;re a product-centric business.</p>
<p class="p1">Explain to employees why a customer centric approach is so important and why it&#8217;s beneficial for them, too. You may also encourage employees to think about the customers throughout all aspects of their work and incentivize them to do so with rewards like recognition or compensation.</p>
<h3 class="p1"><b>2. Collecting quality customer information and data.</b></h3>
<p class="p1">The type and amount of data you collect also make a difference when becoming a customer-centric business. The more detailed your data points are, the better you understand your customers and the better you can take care of their needs.</p>
<p class="p1">Don’t fall victim to data silos that keep information from online reviews, social media channels, web chats, and other sources separately. You need to store all this data in the same system and keep it organized. Centralize the data and clean it up. If your budget allows for it, consider using a CRM or even AI to help with data collection and organization.</p>
<p class="p1">Once you have enough organized data, you can use it to understand the buying behavior, engagement, and interests of customers. You can also use the data to identify opportunities for promotions, products, and services as well as segment your customers.</p>
<h3 class="p1"><b>3. Applying customer feedback. </b></h3>
<p class="p1">When you run a business, no matter the niche or industry you are in, you need to be able to take feedback and improve based on it. Aside from knowing how to properly take feedback, look for patterns in the data to gain insights on how to serve customers’ needs better.</p>
<h2 class="p1"><b>Customer-Centric Marketing Solutions for Your Business</b></h2>
<p class="p1">Customer centricity needs to be worked into every aspect of your company’s operations, from the marketing campaigns to how you set your business up.</p>
<p class="p1">Podium has several growth solutions that are ideal for getting your business on the path to becoming customer-centric.</p>
<h3><b>Get customer reviews.</b></h3>
<p class="p1">Getting more customer reviews, especially positive ones, means more revenue. Understand how <a href="https://www.podium.com/reviews/"><span class="s1">more reviews mean more business for you</span></a> and how becoming customer-centric will get you more reviews. Don’t forget to check out the free <a href="https://www.podium.com/google-review-link/"><span class="s1">Google Review Link Generator</span></a>.</p>
<h3><b>Reach your ideal customer.</b></h3>
<p class="p1">Getting an idea of who your ideal customer is will help you develop and grow your business. One way to do this is to <a href="https://www.podium.com/text-marketing/"><span class="s1">send one text that drives thousands in revenue</span></a>. Take advantage of <a href="https://www.podium.com/texting-templates/"><span class="s1">500 ready-to-use texting templates</span></a> from Podium.</p>
<h3><b>Make communication easy.</b></h3>
<p class="p1">Passing information along to your potential clients can become a full-time job. That is why you need to learn how to <a href="https://www.podium.com/webchat/"><span class="s1">make your website a conversation starter</span></a>. Don’t assume this means having interesting graphics and other entertaining dynamics. We are speaking more about what it means to <a href="https://www.podium.com/webchat-in-action/"><span class="s1">see Webchat in action on your site</span></a>.</p>


What Is Customer Centricity & How to Implement It

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