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Binoculars customer experience vision
istock

How to find the right talent to become a successful customer-centric business

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Truly customer-centred businesses think about how they are serving the customer in every aspect of the business – this applies to new talents they hire, how they upskill current teams and their dedication to nurturing the optimum environment to allow customer-centricity to thrive. 

16th Jun 2022
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With the number job vacancies overtaking the number of unemployed people in the UK for the first time since records began, organisations are reaping the rewards of a post-COVID, post-Brexit economy. Despite an ongoing rising inflation rate, the UK economy is showing signs of recovery. Many businesses now find themselves in a position to start actively recruiting once more to meet the increasing public demands – and all eyes are on where and how to make the best hires to beat the competition.

The last two years have seen massive changes to what employees are expecting of their employers, and now more than ever they want more freedoms and choice. It’s not all about securing a better work-life balance, but also choosing an employer which is prioritising empathy and purpose towards both employees and customers. 

In parallel to the changing employee expectations are changing customer expectations. Organisations looking to increase customer-centricity need to not only re-evaluate their hiring plan, but take a fresh look at their training programmes to ensure they have a customer- and employee-centric structure in place.

When you have a workforce which is committed and fully engaged with your business goals, they are more likely to invest time and energy in serving the customer well. In turn, customer loyalty increases – they are more engaged and cooperative with employees and likely to spend more, which further motivates employees. It’s a win-win for everyone. 

It has been proven that the organisations putting customers at their heart are growing nine times faster. They also give themselves the ability to pivot far quicker than other organisations, not to mention the fact they are four times more likely to have highly satisfied employees. Becoming customer-centric ultimately leads to greater success. 

Here are our top tips on how to build a more engaged and happier customer-centric workforce: 

  1. Build out the roles that provide connections to customers. Customer-centric businesses invest in the roles, experience and insight they need to accelerate innovation. This can be done by investing in user interface design and optimisation roles, as well as specialists in service design, content, user research, and product management to sustain a competitive advantage. By investing in the strategic capability required to build closer connections with customers, high performers can do more than process tactical fixes to improve metrics like conversion. Instead, they are future-proofing their organisations by developing and implementing long-term strategies for success.
  2. Upskill internal teams rather than looking elsewhere. Highly customer-centric organisations look inward within their organisation to nurture talent, rather than outsourcing to an external company. Investing in experts to generate insights in-house will help avoid a knowledge and skills gap which distances you from your customers. It will also avoid the pitfall of relying on external companies without the specialist knowledge necessary to uncover insights needed to transform the customer experience.
  3. Put product managers front and centre. It’s important to integrate product managers into your organisational structure, and give them the flexibility and freedom to not only provide strategic leadership, but focus on the big picture activity, like shaping product direction and studying market behaviour. This can help guide research to inform future product development, and encourage long-term growth. Avoid leaving product managers to manage backlog requests and battle fires, as this can waste time and effect product development and growth.
  4. Make people the priority, not products. Invest in service design roles and entrust the experts with the task of managing multiple products, channels and partners to create a seamless customer experience. Low maturity businesses focus on products, not the people who use them – ignoring the importance of service. This means they miss a key part of the purchasing process, and pay the price for it in lost growth.

Creating customer-centricity and starting with employees

Truly customer-centred businesses think about how they are serving the customer in every aspect of the business – this applies to new talents they hire, how they upskill current teams and their dedication to nurturing the optimum environment to allow customer-centricity to thrive. 

All in all, it’s clear having both a strong sense of direction and a collaborative culture can create a positive working environment that employees embrace and enjoy. 

Customer-centric operating models give employees a clear mission, enabling everyone to see how they make a difference. As businesses battle for talent in a crowded market, a customer centric operating model offers a clear advantage.

Find out more about how you can build a more customer- and employee- centric business here.

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