24 Oct Putting the customer at the heart of your business
With so many things to think about on a daily basis in business, it can be very easy to get distracted by all the ‘noise’ especially when considering how to reach your customers online.
The age old saying “the customer is always right” which was first coined in 1909 by the founder of Selfridges department store in London has taken on a whole new slant when it comes to digital marketing. And although we all know that at times the customer can in fact be wrong the idea is that we should try to keep as many current and potential customers as happy as possible.
Its now all about creating great CX (Customer Experience) whether they are right or wrong, and consistently reaching customers across as many touchpoints as possible to create an end to end customer experience that is seamless whilst remaining true to your brand values. This is key to obtaining new customers as well as retaining the ones you already have.
When you look at some of the most disruptive digital businesses today like Amazon or Air BnB, they all have one thing in common, they are all highly customer-centric.
Their business is built around solving challenges for their customers with the result being that value is generated for the customer and also the business themselves.
Here are some things to consider around becoming more customer-centric.
How can you make their lives easier?
e.g Uber – how can we make a taxi service easier for both drivers and passengers?
The answer to this forms the basis of their business and their company values.
Some ways to help to understand this is to
-utilise feedback channels – social media is a great way to gain feedback as are survery platforms such as Survey Monkey
-assess behaviours – Google Analytics and Social Media Insights are amazing tools that are free to use that give great insight
-welcome conversations throughout the customer life cycle
This will assist in generating a more responsive customer experience.
Understand your customers journey
Successful customer-centric businesses understand and deliver what their customer needs at the right time.
Creating customer personas can help determine effective messaging, tone and where they hang out online based on their interests, stage in life etc which in turn creates a better customer experience.
Utilise the knowledge/data you have available e.g Google Analytics which enables you to track the user behaviours of your website visitors.
Protect customer data
Quite a topic of conversation this year and it will continue to be. Ensure your customers personal information in safe hands when connecting with your business.
-Consent, transparency and control around personal information
-By doing this effectively you inspire trust and trust builds loyalty
-Give clients ability to manage their own personal data
-Be future focused and look beyond today – the digital space moves at lightning speeds and you must to remain relevant to your customers
-Don’t be afraid to take a Minimum Viable Product to market so you can react faster to the needs and demands through iterative changes and improvements.
With more focus around the customer experience, you are in a great space to get your message out to your current and potential customers throughout the buyer journey at multiple touchpoints with engaging content.
If you would like to understand more about how you improve the customer experience with your brand online then get in contact with us today.
Article by Geri Goldstone – Account Director
A creative brain but also a bit of a data geek, Geri is lover of all things digital.
Let Geri help you kick your digital goals. Contact her today