I want to tell you a story about a top manager that declare his company as “customer-centric” but right then and there he’s thinking:
- “How can I improve customer support to make more profit?”
- “How can I improve the quality of the sales pitch to make more profit?”
- “How can I pay less my employees to make more profit?”
- “How can I decrease response time to impact positively the NPS in order to increase the results of the referral program?”
Let me clarify: being profitable is crucial, I’m aware of that. I’m just saying that few companies know the meaning of being customer-centric and how to generate profit just making their customers happier every day.
What does customer-centric mean?
In my opinions, it’s worth analyzing granularly this definition to extract some practical advice.
It’s a Revolution
The use of the word “culture” means that if a CEO wants to enjoy the customer-centric club, she/he will need to involve the whole organization: from top managers to interns.
If a company implements such a radical change the 4 questions written above will change in what follows:
- “How can we improve support processes to make my customers happier”?
- “How can we improve our sales pitch to educate effectively my prospects?”
- “The happiness of my employees is strongly related to customer happiness: in light of this, how much should I pay my employees to keep them motivated?”
- “How can I cut the response time to make them happier?”
Huge difference, don’t you think?
“Putting the customers at the centre of everything”
It means practically:
- understand better what their customers love and hate
- launch surveys to measure customers loyalty and happiness (NPS, CSAT, CES)
- collect and use this feedback to make actions (to improve the product and to shape a better customer experience)
It’s your turn → do you want to add something about customer centricity? Leave me a comment and let’s start the conversation!