Customer-centricity is a business approach focused on putting the customer first and at the core of the business as a way to bring a positive experience and build long-term relationships between the customer and the business. Customer centricity, however, cannot be achieved without first knowing its requirements and understanding the benefits you can earn from this approach.
There are certain requirements to implement businesses that are customer centered. First, the business must give a positive experience before and after the deal made between the customer and the company: this will motivate the customer to repeat the business.
However, it is not only about giving good customer service. It is also about designing an experience, understanding the customer, and receiving continuous feedback for constant improvement. With this, data will emerge that can empower the company to create a better and effective experience.
For instance, businesses can use Customer Relationship Management (CRM) by collecting data such as customers' behaviors or interest, and establishing new business opportunities since the company will and can find new needs in the customers. After collecting this, companies can analyze this new information and opportunities, and enhance the contact points between the customer and the company.
Knowing a little bit about the requirements, you can begin to understand the benefits that can arise from running a customer centered business. First, by creating experiences centered around the customer and their interests it increases customer satisfaction, loyalty and advocacy which improves business growth. Second, it encourages revenues for the company. Third, it boosts the company’s reputation, brand and image. Finally, as it was aforementioned, it can create new products or services opportunities.
In the case of Costa Rica, we have worked on creating a culture that focuses on our collaborators because their development and impact is directly linked to the customer. The customer service in our country is ranked as the #1 soft skill demanded by service companies in Costa Rica.
In the same way, in our country, we have created a culture that wants to focus on alliances, development, and the impact that, together, we can bring without missing the clear opportunity to enhance and create a better experience for our customers. This is proven by company leaders such as Vitec, VMware, Amazon who see the importance of customer centricity and see the potential of our workforce in this area, and bring an excellent customer experience to their own.
Auditoría Valeria Peña Sequeira, International Business and Commerce Expert