The Italian research on Customer Experience Excellence (KPMG) shows that the top 10 is dominated by international brands, with Amazon in 1st place, and that there is a close correlation between revenue growth and customer satisfaction.
Amazon has changed the
paradigm
of the shopping experience of all of us, in fact generating the same expectations towards other brands, especially in terms of customization and after-sales support.
Having a customer-centric strategy means building and maintaining a customer-centric business.
All companies say to put customers at the center, but this is not true, even if all managers are aware that there is no business without customers.
“Being customer-centric means looking at the world through their eyes, treating each customer differently and meeting their every need,” explained Don Peppers at a recent WOBI event.
Customers are limited and irreplaceable, so it’s important to include them in every company’s success metrics. In the past, marketing focused on acquiring more and more customers, but today it’s responsible for retaining customers for as long as possible.
Here are some tips to really put the customer at the center of the business:
1) Make it a corporate mission and create culture, analyze KPIs, define objectives and strategies to fill gaps, in short, make customer centricity a daily practice. Jeff Bezos talks about a culture based on customer obsession and literally declares that “we see our customers as invited guests at a party and we are the hosts”. Defining a strategy means starting from the analysis of customers, because not all are the same and bring the same value to the company. Analyze them, segment them, understand their buying journey and what really matters to their satisfaction.
2) Make an action plan by assigning goals and responsibilities. Love the customer! Only sincere attention, ethical and respectful behavior and constant attention to their needs can guarantee a long-lasting and healthy business.