Today’s business landscape is rapidly evolving, and organizations are facing the challenge of creating lasting business relationships with their customers.
The traditional approach of operational excellence is no longer sufficient in the eyes of consumers, they demand a more personalized approach that places them at the center of the business (Customer Centricity).
To achieve Customer Centricity, companies must create business strategies that offer added value to their customers. These strategies must be focused on providing pleasant experiences that generate positive perceptions and feelings about the organization during the life cycle of the relationship.
By doing so, they can offer timely value proposals that will help their customers grow and achieve their goals. Many companies have chosen to create the strategic position of the Customer Success Manager, who is responsible for innovating and incorporating new technologies while providing continuous training to employees who participate in customer service and communication. This helps in reducing customer churn, migration, or cancellation.
Streamlining communication with customers has become increasingly important for brands. Customers should be able to communicate seamlessly through any of their preferred channels, wasting as little time as possible. Companies that take steps to ensure this are more likely to retain their customers and build lasting relationships with them. In the eyes of modern consumers, businesses must go beyond the basics of operational excellence and offer added value where users are at the center of the business.
It is essential to note that implementing these actions does not generate immediate business. They require time to impact the organizational culture and the customer experience, so immediate results that affect the implemented strategies should not be expected or forced.
Teamwork plays a crucial role in achieving success. The collaborators who have a relationship with the clients must take charge of taking care of the trust provided by them. It is also essential to involve all members of the organization since they must have the necessary skills to listen to the observations of consumers. Failure to do so can lead to complaints, dissatisfaction, or even end the relationship between both parties.
The adoption of Customer Centricity has changed the way organizations perform, and it has attracted industries such as information technology. The latter has many benefits for the company in which it is developed. Salesforce research shows that 89% of consumers are more likely to make another purchase after a positive customer service experience because it enhances and broadens the relationship with those who have already placed their trust in the original offer.
This approach is applicable to any type of company because, in every field or industry, considerable amounts of data are generated, information that allows better decisions to be made and serves to make better proposals that generate value for your own business.
Putting the customer at the center is not something that companies can do; it is something that they must do. Otherwise, they will begin to be affected in the short and medium term since they will lose the acceptance and preference of their customers and will cease to be attractive to new prospects.
The new consumers look for companies with which they can generate links that add value beyond the commercial ones to their organizations. Embracing the Customer Centricity strategy is not just about improving customer satisfaction; it is about building lasting relationships with customers and ensuring long-term business success.
