GrowthANSWERS » Create a Customer-Centric Culture (Part 2 of 5)

January 31, 2009

Create a Customer-Centric Culture (Part 2 of 5)

Filed under: customer experience, sales process optimization, marketing strategy, General —

The first tactic on how to create a better experience has to do with creating a customer-centric culture.

Step 1 is to shift from a self-focus to a customer-focus. Far too many companies force customers to interact with them in the way that best suits the company, not the customer. Wrong! This demonstrates to customers that they’re not important. Find out how customers want to interact with you and then make the operational changes to best accommodate those desires.

Step 2 is to shift from focusing on product features to customer needs. This is especially prevalent in high-tech companies – don’t build new products or add features just because you can or because YOU think it’s cool. Obsess about fulfilling customer needs, not building a cool new “toy”. Unless you fulfill a need, if you build it, they won’t come.

Step 3 is looking at the customer experience as a company-wide competence, not a function. There shouldn’t be a Customer Experience Department that is solely responsible for the experience. Yes, there should be an executive that “owns” the experience and can direct other departments to change their operations. But, EVERY department has a responsibility to positively impact the customer experience. It’s not just the Customer Support/Service group that has to worry about the experience. This leads directly to the final step.

Step 4 is about reinforcing the customer experience with every interaction. The customer experience begins with their first touch with your company –whether it is a call or a website visit. From that point all the way through purchase, use and billing, the customer has many interactions with your company. Each one provides an excellent opportunity. Remember, every department has a responsibility towards fulfilling the promise of a superior experience.

Make the change to a customer-centric culture won’t happen overnight. But don’t let that stop you. These changes aren’t just about being nice – they’re about generating increased loyalty and driving revenue growth.

Next, we’ll be addressing the second tactic – “Defining, Designing and Measuring”.