Customer is king

The essence of a flourishing business lies in the satisfaction of its customers ensuring that their experiences align with the promises made to them.  

It’s no longer about what a customer sees at surface level (in marketing and online promotion), they want to know that the business has positive customer values that flow throughout (called Brand Authenticity), for which the most notable kitemark is B CORP status.

In a recent Qualtrics poll 62% of customers said they would buy more if they felt cared for, so a customer-centred approach makes great business sense.   A brand that doesn’t do it risks becoming less relevant with price alone the sole reason people buy, which is never a healthy place to be.

To counter this, we believe you don’t need to change the world to deliver this in your business as it’s largely about mindset and process. 

Evaluating alternate approaches

So, lets imagine what life looks like without customer centricity and the lost potential revenue then contrasted to where the right changes are in place.   Let’s say a loyal customer (we will call Sam) buys a product online that quickly breaks. 

The customer isn’t King

With her damaged item Sam contacts the business and is told they have to pay to send it back and enclose a letter outlining the issue, and on posting have to, continually chase for progress with no one taking ownership.  From Sam’s perspective they feel more like a nuisance and fear nothing will happen, more importantly, according to Quora.com they will tell a further 24 people to avoid doing business with you, as well as never buy from you again!

The customer is King

Sam contacts the business with the query and is immediately offered a free postage label to send the item back and a named contact who promises to follow the whole process. Sam sends it back and the replacement arrives in a few days with a discount code for future purchases.  She is also sent a follow-up email to see if there is anything else they can do.  

The cost to make the experience better is negligible but the impact is massive.  Not only have you extended Sam’s future custom, but she will likely tell 6-10 people, and this is seen as the most powerful form of advertising. Now, imagine multiplying that for every customer and you have a very powerful brand.

Tell me more about customer-centredness.

So what do we mean by placing the customer at the centre – well it means we ensure what we do and how we do it is aligned to what the customer expects and values.   We do this by looking at processes and practices through the lens of a consumer (someone who will experience this service).   This can transform how successful a business is seen and championed by its customers and this is where we can help.