“I’ve learned that people will forget what you said, what you did, but people will never forget how you made them feel”.
Maya Angelou
Mastering Customer Centricity
Imagine responding to a company’s sales advert, eager that they could solve your problem, only to find yourself repeating the details when they finally reach out. It’s a frustrating experience, isn’t it? One that highlights a misalignment between a company’s internal operations and its customer-centric approach.
As business owners, prioritising the customer experience should be at the forefront of our minds. The concept of customer centricity has been extensively discussed, and while there isn’t a one-size-fits-all solution, an integral step is the thoughtful creation of touchpoints that resonate with our customers. These touchpoints, defined in what we call the customer journey, play a crucial role in ensuring a seamless and customer-focused interaction.
Consider the first touchpoint, where you introduce your potential customers to the value proposition your business offers. It’s an opportunity to create awareness and set the stage. The second touchpoint becomes a space for addressing any queries, questions, or misunderstandings that may arise. The journey progresses to the point of contract, leading to the actual delivery of the promised value. Lastly, but significantly, attention must be given to the touchpoint for after-sales service – a critical element in fostering lasting customer relationships.
Discovering the most convenient touchpoint or channel for your customers is the challenge at hand. The key is to ensure that all these touchpoints are intricately connected, forming a cohesive customer experience where you never lose sight of your customers or their information.
In line with SlightlySkew’s methodology, we advocate for focusing on one business dimension at a time. The touchpoints outlined above provide clarity on the ideal channels that best suit your customers. Once defined, the next step is to articulate what needs to be done at each channel, when it will be done, and by whom. Understanding the information requirements at each touchpoint is equally crucial.
By taking this approach, you not only enhance customer satisfaction by making them feel respected, but you also significantly increase your conversion rates and foster repeat business. In essence, you cultivate a loyal customer base that sees value in the seamless and personalized experience your business provides.