Being Buyer-Centric
Customers have dozens, if not hundreds of choices in the marketplace when they look for products and services. You need to give them a compelling reason to come to you rather than finding a competitor with a few extra clicks. Adopting buyer-centric practices allows you to make the case that you’re the best option for their current purchasing needs. Here are a few ways to focus your attention on the customer experience.
Every Department Must Understand Your Customers
Many businesses place the responsibility of understanding their customers on customer support, marketing and sales. However, the decisions made throughout your organization impact whether you’re buyer-centric or not. For example, product development can’t optimize functionality if they don’t understand customer pain points and perspective.
Remove Barriers in Their Journey
Customers follow many paths when they’re figuring out which product to purchase. Some browse on their smartphones and read through your email newsletter, while others research product reviews and make feature comparisons. Track these complex buyer journeys and remove anything that stands in their way to a purchase.
Deliver the Promised Value
Every time you interact with a customer, you convey a brand promise that often revolves around specific benefits. Your marketing or sales team may position your products as time-savers, or your company could be known for its excellent customer service. You need to live up to this brand promise at each customer touchpoint so you remain consistent.
Provide the Proper Support at Each Step
Many organizations focus on the customer only at the end of the line, when they’re close to making a decision. If you neglect them at any step, you create a negative customer experience that could drive people away. Identify the resources needed for buyers and your employees at these critical points. For example, your sales team should know about the most popular products, while the buyers get blog posts, videos and other content to educate them.
You don’t win over a customer once and call it a day. A buyer-centric organization sets itself up to meet consumer expectations every time they engage with your company. These four areas are the most important in creating a strategy that will keep your growth steady.
Sources:
http://www.customers.com/articles/defining-customer-centric-organization/
http://blog.clientheartbeat.com/customer-experience-strategy/
https://hbr.org/2013/09/the-truth-about-customer-experience
