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Customer centricity in the age of digital transformation

Customer centricity in the age of digital transformation

June 28, 2018 - Insights

According to Gartner, two-thirds of business owners believe digitalization is the key to remaining competitive. Pair that with the fact that by 2020, more than 40% of all data projects will be CX-related, and you have some key business drivers. However, future success in the customer experience arena doesn’t come from digital transformation alone, but by keeping it customer-centric, with a combination of people and technology.

Digital transformation is the operational overhaul of business activities, processes and competencies to fully leverage emerging digital technology. Customer centricity is an engagement strategy developed through an understanding of what customers want, and the ability to quickly provide a tailored solution.

But how do you strike the right balance for your business?

With fresh inspiration from the Gartner “CX and Technology” Summit - here are our top 10 tips for building a truly Customer-Centric Organization in the digital business era.

1. Continuously listen to your customers

In this day in age, customers provide businesses with personal data at virtually every online and offline touchpoint. Quid pro quo, there is an expectation that this insight will be put to good use in the provision of personalized and engaging customer-centric communications.

2. Ensure you follow up on customer feedback

Good customer relationships are based on reciprocal value. Customer centricity means demonstrating to customers that you value their input and act on it. When a business stops listening to customers, their customers stop talking, and it’s a stalemate that doesn’t bode well with profit margins.

3. Proactively anticipate customer needs

Think about the customer user journey – offline and online. Whether a customer is simply close to the store or waiting in line, ordering via the app or browsing a product review video, map that journey and surprise customers with unique, helpful and relevant communications.

4. Respect customer privacy

Use data, don't abuse data. Customers expect transparency with regards to how their data is collected, stored, processed and used. Make sure your communications are contextual, and most importantly, legal. With GDPR in play, the ‘use it, don’t abuse it’ mantra is crucial.

5. Build customer empathy into processes and policies

Truly customer-centric organizations focus on delivering channel convenience for the customer, with a timely response. By gathering insight into the problems customer’s experience, they can be proactive and empathetic in the resolution. From this foundation, helpful, fair and friendly staff can provide excellent customer support at the right time through the right channel for them.

6. Deliver value and convenience for customers

Businesses need to believe in self-service functionality, not only to smooth the customer journey, but also to help anticipate service delays. Although the frontend solution needs to be highly automated, it doesn’t need to be overcomplicated. Building a self-service system that requires minimal interaction, but with maximum access to assisted channels, can deliver excellent CX.

7. Motivate employees to stay engaged

Happy employees make for happier customers: they work harder and are more committed to the success of the company. By investing in your employees and getting them engaged and excited about the brand, your operational performance and overall customer experience will soar.

8. Act systematically to improve customer experience

Have a strategic vision for your CX and carry it through. Ensuring that all teams are aligned in their working, and that they’re passionate about the job at hand, is the crux behind the success of your CX vision.

9. Create accountability for CX improvements

Inspiring accountability for delivering CX goals across the business is fundamental. From Marketing, Sales, Customer Services and IT to Management, Strategy and Supply Chain teams, delegating clear responsibility for delivering on CX KPIs better aligns all business units for success.

10. Adapt and evolve with the customer

Customer centricity is about putting customers at the centre of your decision making. Increasing your business capabilities to provide an event-driven, real-time situational awareness of customer actions is crucial. From there, you can automate and act to achieve a unified customer experience with consistent and timely messaging across all inbound and outbound channels.

“The world moves very fast ... if you can buy a two-year competitive advantage, you're doing very well.”
- Jim Holthouser, EVP of Global Brands for Hilton

Iryna Kepych

Digital Marketing Consultant at Engagement Factory

Thank you for reaching out to us, we will be in touch.

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