How to Create a Customer-Centric Strategy for Your Business


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A customer-centric strategy aims to put customers at the core of business to create positive experiences, thereby building long-term relationships. This can enable you to collect a lot of data that can allow you to have an overall view of your customer. 

Many companies have been trying to create customer-centric strategies but don’t have the necessary components to achieve this. When you design your business with customers in mind, your company will create positive experiences and achieve the desired growth.

Understand customer needs

Gather some feedback that can allow you to understand your customers, then develop systems and processes that meet these needs. You can do this by conducting customer surveys to gather data from emails and website pop-ups. Combine open-ended- and closed-ended questions to know the customer attributions and expectations.

The feedback may reveal that customers are not able to connect with your business efficiently. In this case, a business phone system can be the solution to allow customers to make and receive calls from their smartphones or desktop. 

Customize customer experiences

An additional personalized messaging system can increase value and help you to retain customers. If you remember them by names, they may feel more appreciated and recognized, which can build loyalty. This may help to create healthy and strong bonds, thereby enabling you to become customer-centric. 

Take time to analyze, understand, and create a customer profile. You can use this data to segment your customers and distribute relevant content. For instance, you can group them according to purchase volumes or frequency and then create and send content to each group. Your company vision statement should also be customer-focused, where you define customer service principles. 

Involve everyone

Begin by helping everyone understand customer needs. Encourage collaboration between product development teams, engineering personnel, sales managers, and important decision-makers in your organization.

You can request the marketing team to share the relevant customer profiles with the rest of the team. For a better outcome, allow each team member to have a personalized conversation with the customers. 

You can rotate the support schedule every week by allowing every department to have a dedicated week of such interaction. At the end of every session, everyone may get more insights about customer preferences and expectations and how their efforts influence such expectations. 

Provide customer service

Customer-centric organizations consider customer support as a revenue generator rather than a cost. Their support system is what drives their growth as a result of regularly interacting with customers. 

Invest resources and time in your support team by hiring excellent people and treating them as empowered and proactive revenue-generating professionals. Engage customer support agents to facilitate customer service sessions and pay them well. You can also design ways of measuring customer efforts and happiness and then improve their interaction with your company.

Obtain customer feedback

When you design a product or service, you can become customer-centric by understanding how the customers feel about it. Listen to what your customers are saying and what their expectations are. 

Design an appropriate way of regularly collecting and analyzing customer feedback. You can use usability tests, social media, customer feedback surveys, emails, contact forms, and customer interviews. 

Through feedback, your existing customers can help you create a product or service that other customers would love. A customer-centric company recognizes that customers often know what they want. Before you obtain customer feedback, consider the plan for data you want to collect and the part of the customer experience you want to improve. 

Logan Berger
Logan Berger is the President of Berger Consulting Group, LLC a training and consulting company that helps transform organizations. With over 15 years’ of experience he helps BAs, Product Owners, PMs, and teams develop the skills they need to inspire collaboration, creativity, innovation, and get better requirements. Logan teaches collaborative requirements practices, consults on requirements best practices and is an agile product ownership coach.


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