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Article CX Strategy

Redefining Customer Centricity

We look at how technology and innovation is redefining what it means to be a customer centric organization.

1. Going beyond just slogans and basic actions

Modern customer centricity is marked by a deep commitment to maximizing your company’s understanding of prospects and customers. While many companies gather customer feedback and other data, only a subset push their efforts to the level of maximization.

Look at the contrast between two different approaches: 

  1. one-dimensional customer feedback surveys that are regularly conducted to gather input from customers on a regular basis and
  2. a deeper customer feedback effort that includes establishing baselines and then using transactional surveys and higher level relationship level feedback programs to create a more complete picture of the health of individual customer relationships.
Leading CX solution provide PeopleMetrics (http://www.peoplemetrics.com) puts vast emphasis on ensuring the quality of customer feedback data.  It's multilevel survey capabilities help companies elevate their customer centricity by driving the quality of their customer data to the next level.

2. Matching their communication platform preferences

As customer centricity takes hold as a key business pillar, its definition is expanding beyond simply product design and service levels.

The goal has risen to precisely matching customer preferences at every turn with an infrastructure that allows maximum flexibility and convenience in both feedback and service communications.

Omnichannel feedback vendor CloudCherry (http://www.cloudcherry.com) delivers the ability for companies to connect with customers across platforms while bringing all data into a single backend system.  It drives customer centricity via enablling customers to be where their customers are when they're ready to provide feedback.

3. Changing as fast as customers do

I’ve worked with a lot of companies on the product, sales and service sides. Most of them patted themselves on the back simply for eventually adapting to changing customer preferences. But if a company is painting itself as customer centric, is that good enough?

Technology is now empowering companies to adapt on-the-fly in real time to customers in many key areas of their businesses. One example is personalization technology that allows e-commerce sites to be adapted immediately to behaviors identified as customer defining.

Ecommerce solution provide Apptus (http://www.apptus.com) empowers clients to transform their adaptability to customer preferences.  Everything from navigation and search to product display is controlled not by coders but by changing customer profiles and behaviors.

4. Selling where they want to buy

Why is social selling so important these days? Because customers want to be around their ‘friends’ when they're buying -- creating opportunities for recommendations (or the opposite) and shared experiences.

When social selling is done right -- it creates a more pleasant and effective sales / buying experience thanks to its completeness. The onus on companies aiming to be customer centric is to adapt their selling processes to match customers’ preferences.

NimbleCX (http://www.nimble.com) puts its focus on empowering clients to reach customers deeper in their buyers journey.  Increasingly, customers want to have the support of their social networks while making key purchases.  The ulitmate test of a brands customer centricity is its ability to meet that need by offering social selling of its offerings.

It's up to your organization to decide where it wants to put the focus of its customer centricity efforts.  The only thing that is certain is that the bar keeps rising for truly earning that distinction.

Oct 24, 2016  
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