Many may have already crossed the road – but what is behind the tongue-breaker? Customer Centricity deals with what is arguably the greatest asset for most companies – the customer and the relationship with him. But the king of the customer has been the golden rule for years. So what else is this term and the strategy behind it supposed to do?
“Thank you, we’re already making customer loyalty!” So what else should Customer Centricity entail?
Companies are breaking their heads every day about how to inspire their customers and are gearing up for a great product. But why is this often not enough? This is where Customer Centricity comes in.
The efforts to focus the customer with his individual needs go beyond the realm of marketing and must be lived throughout the company. Many sales and marketing managers will now shake their heads and quibble that this is nothing new. But Customer Centricity encourages you to open your eyes a little further and to eat from daily contact with colleagues, partners and suppliers. For example, service management colleagues, who are often closer to the customer than anyone else, can provide valuable information.
“A company is only successful when the customer comes back and not the product!” (Wendelin Wideking)
Everyone in the company influences customer relationships and long-term relationships. Everyone has to get this message in their head every day.
Customer Centricity creates decisive competitive advantage
Everyone tries, only one makes it. In many industries and in markets full of comparable products, this is teeming with competitors and companies that compete and compare with each other. Everyone wants to take the top job in the market and win over the customers. Easier said than done.
Has a customer ever chosen a product of the competition, even though their own was much better? The product characteristics or the price are not always the measure of conviction. This shows the effect of Customer Centricity. Although the customer searches primarily on the basis of his needs, he often decides on individual service and the feeling of being well looked after and valued by the respective provider.
What exactly is the implementation?
In order for the behaviour and actions of a company to be not only product-oriented but above all customer-oriented, various measures are required. In order to provide the customer with the best possible care, you should know him as well as possible.
Almost every day, hundreds of information and relationships about customers can be collected and evaluated. The central storage of all customer information is just as crucial as the recording of the data. Only when all data is stored centrally in a CRM system can certain customer profiles and patterns be created that help companies get closer to the customer and better serve them.
Customer Centricity – not only attract attention, but stay in the memory of your customers!
So Costumer Centricity gives us something else – to revive old values and to reflect and, if necessary, improve the actions of the company. So not only create the best product, but also the feeling for the customer to make the best choice with you.