Ever wonder how some businesses have grown to become so prominent and influential? A big reason is their understanding of how to build customer-oriented cultures. There are many companies out there that base their entire business model around the importance of the customer.
Customer value is the backbone of any successful organization. However, striking a balance between delivering customer value and measuring it can, at times, be a significant challenge. Given the importance of this balance, organizations need to pay attention to the various aspects involved in striking it. A customer-centric culture enables organizations to focus on their customers and what they value most.
But the question is, how do you build a customer-oriented culture? Here are a few helpful tips for creating an organization that values and respects its customers' interests and desires.
Initiate Customer Empathy
To succeed in the modern business world, it's essential to build an organization headed by a core of customer empathy. Businesses that can't base their strategies on understanding what their customers want will always have trouble growing their businesses. Building your business around a level of customer empathy will likely boost profit margins and product/service quality too. In the past, you probably thought of empathy as just a word connected to feelings or emotions. Today though, it has become a driving force to improve specific areas of a business to achieve higher sales and more profits.
Facilitate direct interaction with customers
Facilitating direct interactions between your customers can reap great rewards for your business. One of the most powerful benefits of facilitating direct interaction with customers is that it increases brand loyalty. A customer who feels personally invested in your business will go to great lengths to support your success. Additionally, people like to buy from people they know, like, and trust: 85% of consumers say they are more likely to purchase from a small business if they know the owner.
Strengthen workplace collaboration
A customer-focused culture is one in which all employees acknowledge that their role and behavior impact their customer experience (CX). It's important to note "all employees" because every department, division, team, or individual can impact CX without even realizing it. Any thought or action that could potentially affect the customer journey — positively or negatively — falls under a customer-focus approach. This includes things like hiring practices, business processes, communication styles, and internal reporting structures.
Democratize customer insights
Democratizing customer insights is the first step towards a low-cost data-driven culture. The importance of this culture is that when you can give everyone who touches customers a valuable insight, it can multiply your every marketing dollar by up to 4X and increase sales by up to 30%. Having an open and accessible data culture enables an organization to respond quickly to changing customer needs. The democratization of customer insights within an organization encourages and nurtures a people-centered culture by allowing employees to ask questions, start discussions, and contribute ideas that ultimately benefit customers.
Enhance employee culture
Employee culture has an important place in any business. Employees are the main stakeholders of a company and form a crucial part of any organization's success. In addition, a strong employee culture can help create the right external image and garner confidence from customers, thereby improving customer outcomes.
You've probably heard it said that a company's culture is its greatest asset. Therefore, companies should adopt a business model with the customer at the center of everything it does to tap that resource. "Putting customers first," as we know, is more than a tagline. It is an ongoing activity that makes people feel like they belong and stake in an enterprise's success. And by putting customers first and acquiring the habits of treating them the way they want to be treated, companies develop a competitive advantage that can deliver results beyond what would be expected based on simple monetary measurements.