Today it’s difficult to find a company that says it doesn’t care about its customers. Customer care has become a mantra for businesses. However, there are much fewer companies in which it actually presents.
In business, when considering customer relationships, one of two concepts is used:
- – Client orientation;
- – Client-centricity.
Client-centricity is a business philosophy in which the company consciously puts the client at the center of its strategy, management system, management decisions and daily actions.
The managers of such a company believe that all the efforts of the company should be aimed at solving the problems/tasks of target customers.
It’s always necessary to implement client-centricity in the company, because it is a long way.
There are situations in which it is necessary to do this:
- – Launching a new business or a new product. At the start, it is important to determine who the target customers are, what their needs are and how they can be met.
- – Increased competition in the company’s markets. Customer-centricity can become a significant competitive advantage that allows you to attract and retain customers even in conditions of strong competition.
- – When the market situation or customer requirements change. The company must be ready to adapt to changing conditions and customer needs in order to maintain their loyalty.
Upon detection of significant problems in customer service and their dissatisfaction. Customer-centricity helps to identify problems and shortcomings in the service and take measures to correct them.
The idea of client-centricity focuses management’s attention on key points of interaction with customers.
- – People
- – Processes
- – Products (goods and/or services)
- – Promotion
- – After-sales service
The client-centric approach begins with the fact that the company recognizes its customers as the main source of its profit.
Basic principles of client-centricity
Principle 1. Empathy for your customers
To see the situation through the eyes of the client, and not only through their “glasses”.
- – What is the client’s current situation?
- – What difficulties arise for him in this situation?
- – How should this situation change in order for him to send her a better one for himself?
- – What solutions can help him in this?
Principle 2. Caring and striving to help
Companies sell products, and customers buy solutions!
Constant focus on the selection of a solution that meets the client’s objectives to improve his current situation.
Principle 3. Personnel freedom
The described business processes, job descriptions, requirements for the work of personnel who contact clients on the one hand accelerates communication with the client and allows you to build a training system. On the other hand, it makes the seller hostage to these requirements.
Principle 4. Attention to detail
Attention to detail in working with customers is no less important than selling the necessary product. An individual approach allows you to do more than promised on the site. It always evokes positive emotions and a desire to return, to stand out from the competition.
Principle 5. The language of client-centricity
We think in words and then act based on words. “Thought outstrips action,” said one of the heroes of the TV series “Saboteurs”. In a company that has decided to implement client-centricity, it is necessary to develop a language of client-centricity.
What words and phrases will reflect the existence of client-centricity in the company?
Customer centricity is based on the positioning of the company
Positioning – actions to develop the company’s value proposition and its image, aimed at taking a separate place/position in the minds of buyers from the target market segment.
A number of attitudes in the company’s culture that prevent the introduction of client-centricity:
- – a good product sells itself;
- – aggressive advertising and sales are the basis of success;
- – the main thing is to lure the client (promise more than the company can do for him to do);
- – consider that there are important moments in communication with the client and there are little things that are not paid attention to;
- – think that all buyers are target customers.
Client-centricity is a business philosophy that puts the customer at the center of a company’s strategy, management system, management decisions, and daily actions.
It involves empathy for customers, caring and striving to help, personnel freedom, attention to detail, and the development of a language of client-centricity.
This approach can be particularly useful when launching a new business or product, facing increased competition, adapting to changing market conditions or customer requirements, or detecting significant problems in customer service.
Positioning is also crucial for developing a company’s value proposition and image in the minds of buyers from the target market segment.