Customer Centricity, a term that seems to be the Holy Grail for every organization in the world. You can find it on their websites, it's mentioned in their mission statements and it seems to be the bottom line of their strategies. But how does it work and why is it so important?
Customer experience 2.0
Nowadays, in an age of a digital customers, customer experience has become more important than ever. The customer wants to find what he needs in a fast and easy way, without having to explore the entire company website. And when they do find what they are looking for and buy the product, it's important to make sure they're happy with that product and services that surrounds it. Only if you made them happy they'll come back.
Give love to your customers
Giving your customers the right customer experience isn't enough. Customers need to be amazed and get a smile on their faces when they get your product. Giving them that exact experience will encourage them to create content themselves in order to spread the word for you.
Pieter Zwart, CEO of Coolblue, once said that everything they do is done to make customers happy. As their baseline says: Coolblue, Everything for a smile. And they totally nail that. When ordering something in one of their online shops you don't just get a package delivered at home. You are entertained. And that doesn't need to be something big. Mostly it's the small things that make the difference. For example: Coolblue organizes photo challenges with their delivery boxes. If you get a package at home, there's a small message on the box "Surprise us with a creative picture of this box and maybe you win a unique price."
These were the winning entries from last month
Also, Coolblue proved that humor works. Their most recent commercial spot is based on a question from a customer, Maarten. He wanted to know if the activity tracker of the Tom Tom Spark Music (a sports watch) also works if you secure it to a dog or a hamster wheel. Coolblue wouldn't be Coolblue if they let that go, so they tested it. Watch the video (Dutch) for the astonishing result.
In our newest whitepaper "Enhancing the customer experience" we studied some global brands that managed to build meaningful relationships with their customers by giving them outstanding customer experience. One of the lessons we've learned from them is that you need a touch of humor.
Customer experience is king
It is said that content is king, I don't agree with that. And I got that confirmed after reading this article. Customer experience is the real king. Content can attract attention but it can't hold loyalty. A customer stays loyal to the brand that provides the best customer experience not to the brand that produces the best content. Have you ever heard someone say "That product really was disappointing, but I'm not going to switch brands because they produce such great content" ?
Why is it so difficult to be customer centric?
Becoming a customer centric company isn't easy. It's not just about changing your company culture, it's about transforming the entire company.
Biggest question you need to ask yourself: who are my customers and which experience will make them happy? As soon as you know the answer to that question, you can match your company values to it.
About Leslie Cottenje
Hello! I am one of the co-founders and CEO of Hello Customer. I've been working on customer experience projects for over 8 years now, first primarily focused on digital experiences, but soon realised it goes right into the heart of a company. That is why I co-founded and co-created Hello Customer, an intelligent feedback and engagement technology platform, driving revenue and growth from engaged customers.