Creating a Customer-Centric Culture

Today, creating a customer-centric culture has never been so critical. With the rise of social media and customers who are more vocal than ever, providing anything but excellent service can put your brand at risk.  

Although historically customers have always been number one for businesses, creating a customer-centric culture is a much deeper approach to ensuring a great experience. It is putting a larger focus on the wants and needs of the customer and listening to feedback so you can make more informed decisions based on what you learn.

In order to help you foster a successful customer-centric culture, we’ve compiled our top 4 tactics that will put your customers at the forefront of your business:

Hire For The Customer

Creating a great experience for your customers starts by building a stellar team. Having people who are positive, professional and consistently put the customer first, can really set the stage for a great brand experience.

When hiring team members, make sure to ask probing questions about their values to see if they match up with your brand. In addition, try to visualize them in an everyday setting with your company by incorporating a less formal interview into the hiring process. An informal interview will show a personal side that will help you determine if they are someone who will put the customer first.   

Remember, your team can dictate the entire brand experience for your customer, so it is important you hire with your customer and values in mind.

Make Customer-Centric Culture A Priority – Company Wide

A customer-centric culture shouldn’t be a focus for your front line team only. It should be a priority for each department in your business.

Whether they are team members who work in the back end or are management level, everyone should be trained on the value of putting the customer first. This ensures that the products or services being offered are crafted with the customer in mind. If a developer at your company is familiar with your customers and constantly has them in mind, they can offer valuable suggestions to better tailor your program to the customer. In addition, if you own a restaurant and your chef is familiar with the customer, they can tailor menu items and make suggestions to better the experience.

When all aspects of the company are focused on the customer, your service/product offerings become that much better.

Reward Excellent Customer Service

A great way to not only instill a customer-centric culture but also engage your employees in the workplace is to set customer service expectations, consistently measure them, and finally reward employees who meet those expectations.  

Rewards can be tangible or they can be as simple as recognition at team meetings. Whatever you choose, having rewards offers them an incentive to go above and beyond as well as initiate some friendly work competition. Rewards and recognition also allow team members who are doing poorly to see where they are lacking and catch sight of the benefits of stepping up their service quality.

A method to make rewarding your team members easier is using an employee measurement platform. A platform like Loop Pulse™, for example, can offer management visibility into various aspects of the customer service experience that can hold many departments accountable for their actions. Aspects such as cleanliness, food quality, and customer service can be ranked to provide management with overperforming departments and underperforming departments.

In addition, a platform like Loop Messenger™ can offer management visibility into individual performance by ranking customer conversations and quality of request fulfillment. These analytics can help guide you in providing an experience that has the customer top of mind.

Reinforce Values Consistently

Even though you have set expectations for your team during the onboarding process, it is vital that you consistently remind teams of customer experience expectations and values, to achieve optimal results.

Team members over time can get caught up in the hustle and bustle of everyday business life and put customer centricity on the back burner. To constantly drive a culture focused on customers, take time out of their day to send a friendly reminder.  For instance, if it is part of your company culture to hold daily huddles or weekly management meetings, make sure to spend some time highlighting a few key values and why they are important. In addition, make it a priority to lead by example by having management showcase examples of customer centricity daily for team members to follow.

Customers today dictate the buying experience, which means catering to them and keeping them top of mind is essential.  By practicing these top tactics you’ll always put the customer first and be on your way to developing a powerful customer-centric culture

Looking for more ways to engage customers? Download our latest white paper: The New Voice of The Customer, for insight on how you can further win over your customers.
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The Benbria Blog offers insights into the latest research in the field of customer engagement technology and best practices, with a focus on real-time messaging and measurement of the experience.

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