Sustainable growth requires organizations to reevaluate and readjust strategic operations accordingly to ever changing consumer attitudes in a timely fashion. The days of ‘sit back, and wait for customers to come’ are long gone. Nowaday customers are hard to please, as the technological advances in communication enable them to search and seek out best deals from their own handhelds, as product and service information are made openly available on social media sources and Google. Hence, important to note, as brand loyalty declines, customer needs and demands, on the other hand, evolve infinitely.
Customer Centric is keeping the customers at heart at all times. Safe to say, it is a change of perspective, from the traditional Inside-Out that views from an internal standpoint, one-sidedly, to an Outside-In, or seeing things from a consumer’s perspective. This simply starts by paying particular attention to the customers’ needs, as well as all related parties and strategic partners. Product-Oriented organizations focus on sales, first, by placing as high importance on selling as possible. This strategy usually works out in the beginning, and then finds it difficult to sustain the course over the long run, as not only does it have to chase down new technologies, but also actively keeping up marketing campaigns to build trust in the product. While, on the other hand, organizations that adopt the Customer Centric concept focuses on providing service, first, and views the customer as the critical success factor to focus on when it comes to decision making. An emphasis is put on understanding and meeting customer needs. Hence, the knowledge of what makes the customer tick is the cornerstone to exceptional service that each and every organization must take in to consideration. Four key characteristics of stellar services:
- Attentive: Specific Need. Customers have specific needs that they want fulfilled, and hence, seek specific services to make it happen. As service commences, determine what it is it exactly that the customer is looking for, in order to satisfy it.
- Courteous: Names are important. Think of a time when someone you had met only once before greeted you the next time by name. Now compare that experience with how you feel when a colleague you have spoken with frequently never uses your name in your conversations. Starbucks emphasizes being attentive to both regular customers’ name and their favorite menu. Small things go a long way. Remembering customers by name can be a tough task. But it should works wonders for anyone that can pull it off.
- Efficiency and Sense of Timing: Swift Turnaround. Turnaround time is the catalyst of success for a client centric business today, which is why McDonald’s stipulates a Service Level Agreement (SLA) that lets customers know how long exactly to expect to receive their food. 60 seconds, in this case. This increases customers’ satisfaction rate, retains loyalty, and generates more revenue as traffic increases, in return.
- Responsive: Servicing staff must respond to a customer’s need, whether by implication or requested directly. Once an order is put in, don’t let the customer wait fatelessly not knowing when or what to expect next. Should an unfulfillable request be pending, it is most important to notify the customer in a timely manner, along with explanations of to why it cannot be done, as feasible.
Apart from tailoring structural changes around the Customer Centric concept, the attitude of servicing staff is also another extremely important make-or-break factor. By cultivating a service-mind customer-oriented mentality, that is reinforced with effective procedural rehearsal trainings, to the point where it becomes second nature to employees, the organization thereby fosters a corporate culture that wins over hearts and minds and sustains the course of time. Genuinely happy to serve staff that retains loyalty for the brand, sounds a win-win.
Compiled by BLOG.SCGLogistics
References: SCG Packaging Newsletter