Brands that focus on the customer follow a strategy that places them, at the heart of the business, because they provide a positive experience (CX) and build long-term relationships.
According to Cara Buscaglia, Chief Innovation & Insights Officer, “Today’s consumers expect brands to find them where they are, with empathy and a shared set of values. Conversational intelligence is the key to unleashing meaningful relationships with customers by understanding what they are saying, where they are saying it and why they are saying it ”, therefore, it is convenient to assess purchasing behavior, interests, preferences and weak points of the consumer, to focus on their needs and expectations.
A 2021 study by the IBM Institute for Business Value found that 72% of the top performing brands are customer-centric. Listening to what people want is the only way to develop a product that sells. A brand focused on the customer activates its voice and reacts by building products that consumers want, anticipating their needs, helping to solve their weak points, gaining loyal followers of the brand.
It is difficult to become a customer-centric brand, overnight, it takes time and effort, but, without a culture that values the consumer, your company will not be able to meet its goals and objectives. If you don’t put them, at the heart of your company, you are ignoring the people who will make you a success.
Don’t be one of those brands that hides their customer service phone number and email. I know it’s heavy, I know it’s time consuming and dramatically cuts your budget, but if a customer has a problem, is already stressed, possibly angry, making them look up your contact details and not find them will compound the problem.
Make sure your contact page is easy to find. Provide FAQs, monitor social media, forums, etc.
Innovative brands with a 100% customer-centric strategy provide data from multiple sources including email, social media, message boards and forums, chatbots, Facebook Messenger, phone calls, SMS, call center transcripts , etc.
Consumer intelligence identifies growth opportunities and risks in the marketplace, by analyzing the category, audience, and current trends. You must identify their voice in your social data and activate it in real time, on all teams in the organization. The data you collect will drive your content and messaging marketing, product development, and public relations.
Harvard Business Review states that acquiring new customers costs between 5 and 25 times more than maintaining an existing one. By increasing your customer retention rate by 5%, you will increase your profits by between 25% and 95%.
Additional benefits, such as loyalty programs, will strengthen and increase customer retention. Loyalty clubs or rewards programs have proven themselves in winning and keeping consumers.
A customer-centric brand will develop products, services, functions, processes, policies and a culture that will support an efficient and seamless experience, from the first time they land on your website or store, to the first point of purchase and will drive many transactions. more.