Over 70% of prospective customers check online reviews before making a purchase decision.
Moreover, each positive experience is a building block for customer satisfaction, loyalty, and brand advocacy.
Hence, it’s imperative to improve your customer’s experience every single day.
How? By making your customer journeys the center point of your activities and developing a Customer-Centric organization culture.
Present at each customer journey relevant and personalized information and services.
Regardless of the occasion, offer each time a consistent and seamless customer experience throughout the complete journey.
And provide each customer with a personal solution when the situation asks for it.
Improved identification and lock-in of new customer segments due to better customer insight...
Long-term sustainability driven by higher customer satisfaction, loyalty, and brand advocacy...
Reduced vulnerability to market fluctuations and changing behavior...
Up to 60% higher profits than your peers due to better across-the-board performance.
It takes perseverant leadership to orchestrate and apply the 8 Customer Centricity drivers consistently on a daily basis.
Customer-Centric leaders address and resolve operational customer issues pragmatically, while relentlessly driving conceptual customer-related topics forward in parallel.
Hence, at a strategic management level (see exhibit a) we utilize all available functions, instruments, and best practices to prepare for each of the company's target customer segments their optimal and individual experience journey.
Once a shared vision is created, this consequently forms the basis of the customer centricity objectives, strategies, and KPIs driving aligned and complementing customer metrics at all levels of the organization. The ultimate goal is to ensure cross-functional collaboration at a tactical and operational level to ensure an optimal customer experience time after time.
Based on the principles of 'design thinking', cross-functional teams are continuously gathering reliable customer input -and feedback with the shared goal of creating the ultimate experience when your customers are utilizing your products and services.
Sound service recovery policies and procedures at each stage of the customer experience journey play an essential role as to make the difference when it really matters!
People are making the difference, regardless of whether we are considering customer-facing staff or the IT engineers who design the digital interfaces that are part of the overall customer journey experience.
Moreover, along the customer experience journey, many unexpected things can occur and it takes engaged and empowered staff ( driver no. 6) to ensure that customers are receiving the service that they expect and customer loyalty is cemented when it really matters.
Customer Insight should be a central theme at each stage of the business cycle.
At a strategic management level, customer insight is playing a pivotal role in, for instance, strategy development, and brand positioning, digital transformation, product -and customer journey design.
At a tactical and operational level we create and utilize customer insight at each stage of the customer journey (see exhibit b), starting with brand awareness -and brand image measurement amongst prospects, to customer effort and satisfaction, brand advocacy -and loyalty at the buying, usage, -and post-usage stages.
On a weekly, monthly, and quarterly basis, you need to ensure that you have insight in all leading customer metrics. Leading metrics give you an excellent prediction of future lagging indicators like revenue, profit margin, and cash flow.
Secondly, it's essential that you act upon negative indicators instantly and follow through until the root cause has been identified, dealt with effectively, and monitored so that the trend is going into the right direction again.
Optimize engagement levels between customers and staff along the customer journey.
Grow customer value-added while increasing organizational efficiency.
Obtain in-depth customer-insight of each touchpoint along the customer journey by means of an integrated Customer Data Platform.