Organizations are converging to deliver an exceptional experience, optimize offerings and establish relationships in an effort to become customer-centric. Accomplishing a customer-centric approach in a company is crucial in terms of sustainability and commercial gains. Amazon is a true customer centric eCommerce company example, serving a huge number of the world’s population. But the grim reality is, the process of achieving customer-centricity is more complex then it appears to be. Often the resources requisite, to reform organization culture are unapproachable to corporate executives. A majority of the company’s key business metrics are not oriented with customer customer-centric objectives such as loyalty, satisfaction and customer experience enhancement.
A question that clearly stands up here is, how can organizations reform their culture to be customer customer-centric? Marketers and CX professionals should commence by understanding customer language instead of business operations. The indigenous business and marketing jargon often overshadows customers and their expectations. This usually leads to the enterprise considering the value marketers want to retrieve from customers and not customer expectations from the organizations.
Businesses should bear in mind the critical aspects such as creating engagement strategy, executing content strategy pivotal for the brand and fostering customer relationship. Thinking from the customer point of view, there are numerous brands in the market. Out of these brands, only a few grab the customers’ attention. Additionally, the conversion of attention to investment and loyalty is very low.
Customer language is quite different than the language of business and marketing. Corporate jargon blurs an organizations’ understanding of customers attitudes, biases and intentions. Organizations are adopting customer- centric style for brand focused objectives, which is certainly not useful for strategies and will ruin any development towards customer-centricity. However, some brands are successful in achieving genuine relationships and long-lasting bond with customers.
