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In this first part of a two-part series, I’ll outline some important ways to ensure that your company is putting the customer at the center of all it does.
Why are companies in business? For customers, right? To create and to nurture a customer, to be specific. And, yet, we still see some dismal statistics about how many companies don’t focus on the customer experience or think they focus on the customer experience but really don’t. In research published by Bain, they reported that:
- only 50% of management teams tailor their products and services to the needs of customers
- only 30% organize the functions of their company to deliver superior customer experiences
- only 30% maintain effective customer feedback loops
Temkin Group recently reported that 67% of large companies rate themselves as being good at soliciting customer feedback, but only 26% rate themselves as being good about making changes based on the insights.
These are dismal statistics. How do we turn this around?
If you haven’t yet started to focus on the needs of the customer, where should you begin? What can you do to turn the tide?
First you must decide. And then, when you’re ready to put the customer at the center of all you do, there are six important steps to take to get started:
1. Identify the customer
2. Understand the customer
3. Outline the customer lifecycle
4. Map the customer journey
5. Listen to your customers
6. Socialize the insights/findings
Step 1: Identify the Customer
Knowing who the customer is seems like a no-brainer, but you’d be surprised by how many companies have never gone through the exercise of identifying the customer. In a B2B organization, for example, customers can be many and varied; look within each customer or partner organization at the people you interact with, e.g., purchasing, product, support, accounting, end-users, etc. to identify your customer. The company is not the customer; the people you interact with within the company are. Not having a clear understanding of who the customer is hampers any further steps in this process.
Step 2: Understand the Customer
Once you’ve identified who your customers are, you must understand them and their needs. How do they interact with your organization? Why do they buy products and services from you? What are their needs? What problems are they trying to solve? What are they trying to achieve?
A tool to use to answer all of these questions is personas. Personas are fictional characters created to describe your ideal prospect or actual customer. They are derived through primary research – research that can then also be used for your customer journey maps in Step 4. They are specific to your business, not to the industry. The descriptions include vivid narratives, images, and other items that help companies understand the needs of the customer (contextual insights) and outline feelings, motivations, goals, behaviors, challenges, likes, dislikes, objections, and interests that drive buying (or other) decisions. Each persona includes a human face and name. Used Go to the full article.
Source:: Business 2 Community