Becoming a customer-centric company isn't just about gathering customer feedback. Chris Benham writes for MarketingProfs, "True customer-centricity means treating customers as individual people rather than as an aggregate." He discusses five steps to becoming more customer-centric:
- Start at the top
"Executives are the role models within an organization, and their philosophy on customers will permeate the business—from processes to software choices to branding—and inform decision-making." - Appoint a customer champion
"The customer-centricity champion should be well versed in the company's customers and should support the company's objective to give them a richer customer experience." - Make customer feedback transparent and accessible
"Don't relegate customer feedback to your customer relationship management tool. Instead, so that it's top of mind, add customer feedback to the various systems and tools people use every day." - Act on customer feedback
"...make sure customer feedback is wired into the organization across all applications and communications tools that teams use daily." - Discuss customers in every meeting
"When every meeting starts or ends with a customer story or data point, it reminds the organization that they exist because of their customers."
Read more here (free subscription required): https://www.marketingprofs.com/articles/2021/44475/five-steps-to-becoming-a-more-customer-centric-company
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