The term ‘customer-centric’ is often used in business. But what does it really mean? Is it just a way to communicate with customers? Or a holistic approach to how you do business altogether? We explore the term and what it takes to be truly customer-centric.
Being customer-centric means just that – putting customers at the centre of your business. When businesses are truly customer-centric they consider customer experience to be their biggest strength and go to great lengths to ensure it’s positive from start to end. Subsequently, they have a base of repeat customers that are loyal, happy and engaged.
How to be customer-centric
Is your business customer-centric? If you’re not sure, here are a few key indicators:
You know your customer
You have a clear understanding of who your customer is, how to speak and engage with them, and what their needs and motivations are.
You strive to create a positive customer experience
You take care of your customers at every stage in the lifecycle. This includes having:
- A clear offering
- Knowledgeable staff
- Quality products
- Fast, convenient service (before, during and after a sale)
- Consistent branding, tone of voice and information across all your channels (e.g. website, social media, online and instore)
You listen to what your customers want and take feedback on board. You make changes to better your business, recognise where you’ve made mistakes and rectify them when you can. You’re transparent, honest and communicate any delays or issues promptly.
You reward loyalty
Whether via thank-you notes, membership cards, discounts or special offers, you try to reward your customers for their business and for any referrals they make. Uber, for example, do a great job of rewarding customers that make referrals with free rides and credits.