CUSTOMER CENTRIC: Definition, Examples, Marketing & Culture

Image credit: Accrue Marketing

Even if it’s a minor improvement, I can’t help but feel pleased by it. Human resource management software exemplifies a customer-centric approach by marking an occasion typically overlooked by businesses but significant to their staff members. Companies thrive when their workers are happy. Going above and beyond for customers is key to their business, allowing them to consistently create positive customer experiences. Companies that put the customer first in every interaction are customer-centric. But nowadays, it’s more crucial than ever to have a keen awareness of service. So, as a manager, how can you establish and sustain a culture where customer service is prioritized and where a focus on the client is encouraged at all times? Thus, this is done by making customer service a core competency. Read on to learn about a customer centric example along with its marketing and selling culture.

What is Customer Centric?

To be customer-centric is to prioritize the needs of your customers above anything else.  There’s more to customer-centricity than just lip service. It’s all about getting inside the customer’s head to determine their likes, dislikes, and preferred methods of contact. This is done before designing unique moments and fostering long-lasting bonds. It’s easier to say than to accomplish, though.

In order to better serve their clients, customer-centric businesses take the time to learn about them. They also encourage their staff to take actions that help not just the clientele but also the business as a whole. They consider the impact of every business choice, process improvement, and interaction with customers.

Overall, being customer-centric is both a tactic and a way of life for a successful business. It needs to be institutionalized before it can be acknowledged by the ultimate decider: the customer. Successful businesses see increased revenue as a result of increasing customer turnover, recommendation rates, pricing premiums, and volume.

Customer Centric Example

Below is the example of customer centric example:

#1. Salesflare

There’s a good reason why Salesflare is one of the most popular customer centric management systems out there. Hence, because of problems with accessing competing CRM solutions, their project team set out to create a more user-friendly alternative. For this reason, Salesflare designed its product from the ground up with the user experience in mind. Regular feedback was used to identify obstacles and sore spots, which led to the development of a streamlined platform with a simple onboarding procedure.

This example of customer centric was propelled to new heights as a result of the company’s meticulous care for its consumers, which in turn garnered rave reviews and a large clientele.

#2. L’Oreal

Makeup doesn’t have a universal appeal like games or literature does since it changes the way each individual looks. The business has introduced L’Oréal Perso, an Intelligence smart gadget that makes personalized formulations of gloss, makeup, and skincare to assist clients in finding the perfect shade. By layering in genuine insights gained, the Production app takes into account natural conditions like pollutants, allergens, and UV index that might affect a user’s complexion. Thus, allowing the app to “employ AI to detect skin issues like dark spots, big pores, and wrinkles.” All of this information goes into making a unique recipe that is then delivered as an exact dose.

#3. Buffer

This is also a good example of customer centric. Honesty is highly valued by consumers, and they expect it from the brands they patronize. Buffer is one of the best examples of a company that tells it like it is, even if it’s not convenient. They have never been afraid to let the audience see what’s going on behind the scenes, regardless of how unpleasant it may be.

Think back to 2013, when they were hacked. They weren’t dishonest about the situation or their plans to remedy it, like some may have been. Buffer’s reputation as a customer-focused business was bolstered by the firm’s openness and honesty with its clientele. Since then, they’ve kept up their policy of extreme openness, publishing everything from salaries to a diversity dashboard. Customers have faith in Buffer because of this.

Apply this concept to your own company by asking yourself, “Where can I find opportunities to create trust with customers?” Even if total openness isn’t your thing, there are still situations in which you could benefit from being more forthright. Don’t mislead customers just to earn a transaction, and apologize when you mess up.

#4. Chewy’s 

This example of customer centric has consistently ranked high on “best of customer service lists. They are prompt, courteous, and efficient. How does Chewy maintain its impressively high level of client satisfaction? Business2Community’s Veronica Krieg asserts that this is because the company empowers its workers to use their discretion in pursuit of a satisfied and loyal clientele. They also instruct them on how to prepare for similar situations in the future. The positive, encouraging work environment at Chewy’s shows in the staff’s interactions with customers.

#5. Nature’s Way

This is a good example of customer centric. Sixty-eight percent of customers say that organizations don’t care about them, which is the leading reason for departure. Companies like Nature’s Way can differentiate themselves by focusing on their customers in this way.

Nature’s Path, for instance, presumably didn’t believe anyone would notice when they stopped making maple cinnamon waffles. However, those waffles were all Jerico, a youngster with severe autism, wanted to eat. His worried mother reached out for assistance, and Nature’s Path heard her cry. They not only tracked her down but also sent her the final six boxes of waffles. Yet they additionally put their R&D department to work adapting their industrial recipes for domestic use, just so Jerico wouldn’t have to go hungry. That’s how you know you’ve found a caring company.

Customer Centric Marketing

A customer centric marketing strategy prioritizes the wants and needs of its target audience. Putting the needs of the consumer first requires a combination of gut instinct, sound reasoning, and hard data on what makes customers tick.

How to Create a Strong Customer Centric Marketing Strategy

Below are ways to create a strong customer centric marketing strategy:

#1. Create an Extensive Customer Profile

Developing a consumer profile is a crucial first step in creating a customer centric marketing. Detail the likes, dislikes, demographics, and habits of your average consumer. This will aid in identifying your target audience and determining their needs.

It’s important to keep an eye on your target audience to see how they change over time. Social media analytics provide the simplest solution. Track when they’re more active, what they’re saying regarding your business, and what information they find most interesting.

#2. Engage the Top Management

Every new strategy is more likely to be successful if it has the backing of upper management. Leaders who put customers first in every engagement and across all channels will inspire their teams to follow their lead. Hence, to win over top management, have meetings to brief executives on customer centric marketing, preview forthcoming initiatives, and think of novel techniques for advertising the brand.

#3. Create Relevant Contents

75% of clients desire a unique experience when they shop. One of the most effective methods for making your company stand out is to come up with unique, useful content for your target demographic. Seventy-one percent of customers would rather see ads that are relevant to them specifically.

Create content that is highly relevant to your audience using the consumer profile you created and resources like Facebook’s targeting abilities. Using Facebook Ad Manager, businesses can zero in on a highly targeted audience for their advertisements. That’s why 94% of all advertisers use Facebook. Keep in mind that this shouldn’t be a gamble. You can evaluate what kind of material is resonating with your audience by comparing the statistics and outcomes for each ad.

#4. Improve the Value of Every Interaction With Customers

Customers can encounter your company at any time, so it’s important to leave a good impression at every turn. At every point of the buyer’s journey—from initial contact on social media to final checkout—customers should feel excitement and enthusiasm for your business and its goods and services.

Customer Centric Culture

Maintaining loyal customers is essential to fostering a customer centric culture. The result is increased business from returning customers, as well as word-of-mouth advertising. An ROI isn’t the only metric that can benefit from a customer centric culture. It’s good for business and it helps your staff, too. Companies with customer centric cultures focus on delivering value to their clients via their communication, services, and goods. Commitment to a company is frequently the end consequence of an emphasis on the customer.

Ways to Build a Customer Centric Culture

Below are ways to build a customer centric culture:

#1. Integrating Empathy to Business Operations

When it comes to business, empathy is one of those phrases that sounds great in theory but is rarely put into practice. Customer empathy, in its simplest form, is the awareness of a client’s feelings and the ability to react properly to those needs. It’s a relatively rare occurrence.

#2. Share Customer Data With Everyone

Employees can’t have a customer centric culture unless they know who the company’s customers are and what they want. Adobe Systems now allows all workers to view consumer feedback. It doesn’t assume that the sales and marketing personnel can handle all of the consumer knowledge, and then ignore everyone else.

#3. Integrate Your Fundamental Beliefs

It’s important to make sure your company’s core values are in line with your customer centric culture. So, if you’ve made a good choice in values, they will be easily understood by your staff and will reflect their actions. Customer service orientation is so important that some businesses include it in their official list of core principles. At least one core company value should emphasize the importance of the consumer.

#4. Recruit and Train to the Culture

Without committed team members, not even the most customer-focused organization’s culture and values can succeed. Always look at a candidate’s attitude while making a hiring decision, but don’t overlook their talents and expertise. Incorporating a customer-centric culture into new hire orientation and continuing education is another approach to showing your staff that you mean business. By doing so, you can not only attract and retain talented workers but also gradually instill company values and standards of conduct.

Customer Centric selling

When you practice customer centric selling, you put the customer first and consider their wants and requirements at every turn. You tailor your service to each consumer by encouraging two-way communication, being flexible with regard to timing, and acting as a trusted partner in resolving issues. By assisting others, you improve the world at large.

How to Achieve Success With Customer Centric Selling

Below are ways to achieve success with customer centric selling:

#1. Employ Perceptive Questions in Lieu of Making Assertions

Always inquire specifically about issues, concerns, and viewpoints you wish to learn more about. Customers may become offended if you give them advice if they didn’t ask for it.

#2. Legacy for Executives Not Consumers

Instead of going after consumers, go after decision-makers. Even if a person is interested in your product, they can’t buy it without the proper authorization.

#3. Speak the Language of Your Customers

Features and benefits are not what consumers buy. The effect is what they pay for. Because of this, you will have far better success making sales when you focus on the product’s advantages rather than its characteristics.

#4. Initiate a Solution-Focused Conversation

If you want to find out what problems your customers are trying to solve during your meeting, you need to ask the proper questions. In order to solve their issues, you should ask them probing questions to earn their trust.

What Behaviors are Customer Centric? 

Beyond considering customers’ subjective perspectives, customer-centric behavior draws ideas for innovation and mobilization from the trends shaping customers’ long-term goals.

What Makes a Company Customer Centric?

To be customer-centric, you must first put your consumers’ wants and needs above those of your goods, services, or business strategy.

What Are the 7 Pillars of Customer Centricity?

We identified seven essential customer-centricity pillars. They are:

  • Price
  • Selection and service
  • Promotions
  • Affinity 
  • Rewards
  • Convenience
  • Communications.


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