Customer centricity — how to use customer orientation as a corporate strategy
Customer Centricity Can you with customer orientation Translate and means all Align business decisions with customers. As corporate strategy Should it not only in marketing and sales take place, but in all departments.
In addition to customer orientation, there are two other strategies: focusing on the product with ever new innovations and focusing on the price, which can either be particularly high or low. Die price-oriented strategy It is difficult in that the competition can also undercut prices. As a result of rising production costs or energy prices, it may be that Product prices unable to maintain at a consistently low level.
Product orientation may have the disadvantage that products may be faulty or cannot deliver on their quality promise in the long term. A necessary consequence is then that new products must always be brought onto the market, which can be a point of criticism from a consumer perspective.
The power of customers — why customer centricity is so important
Customers do not focus on a specific product, but rather seek a solution to a specific problem. They then choose the product that is the best solution for them. Products must therefore be tailored to their needs be. For them, it is easier to switch to the competitionif they meet the requirements for their satisfaction better fulfilled. Die customer loyalty is therefore all the more important. It is also easier for companies to retain customers than to acquire new customers.
In addition, as consumers, they are increasingly sharing their opinion about brands on social media, what they can and should follow in order to improve on the basis of criticism in customer service to carry out. By social media Has that Word-of-mouth marketing gain a whole new status that companies should not underestimate or better: should use for themselves. In fact, a particularly good or bad customer experience is visible there. Customers are seen as partners whose Take opinion and feedback into account when making decisions become.
How do you implement the strategy?
Um Customer Centricity To implement it correctly, you have to understand that it is not about achieving a short-term goal, but that it is a corporate philosophy. The focus on customers includes requisitions like sustainability in production as well as an optimal communications with customers.
This can be achieved through a multi-channel strategy. Die Omni-channel strategy goes one step further and connects all channels that a customer uses for orders and communication. For this purpose, systems are suitable for Customer Relation Management (CRM). These can also be used to collect comprehensive customer data in order to Personalize the buying experience. An intermediate step can also be the creation of a Buyer Persona be. Companies are therefore striving for a personalized shopping experience tailored to customers and are guided by the data and the feedback of their customers.
