|Article by Ernan Roman
Featured on customerthink.com
For 2015 putting your customer at the center of every strategy and business process will be essential for acquisition, retention and competitive differentiation. No more just talking about it. This coming year, it has to happen.
Here are three tips with examples of companies that are getting it right when it comes to excellence in customer-centricity.
You Want Fans, Not Just Customers
TGI Fridays, recently earned a top spot in the Dunnhumby Customer Centricity Index which noted that when it comes to restaurants, “experience matters as much as the food.” TGI Fridays was recognized for its major differentiator, loyalty. TGI Fridays was also honored in the Loyalty360 Awards.
According to Michelle Malish, Senior Director, Customer Relationship Marketing & Loyalty:
The company’s Give Me More Stripes loyalty program not only offers rewards but also has a social component that states, “In here there’s plenty to talk about,” and gives fans a platform to share their experiences.
Create an Emotional Attachment to Your Brand
When customers feel a part of the brand they will develop an attachment to the experiences associated with it, and want more. According to a Gallup poll:
Use Customer Feedback To Make Improvements
ANZ Bank, a top-four international financial services firm, was the recipient of the International Customer Experience Award for “[showing that] service, satisfaction and ROI can improve by listening to customers.”
According to Mark Hand, ANZ Managing Director Retail Distribution:
“Our real-time customer feedback tool… allows us to track the [customer] journey, and then make improvements to our customer experience programs. By collecting insights and feedback at key steps, we’ve improved our conversion rates, responsiveness and communication processes in every way.”
By using real time feedback to improve the customer experience ANZ achieved these results:
1. When you create compelling and competitively differentiating customer value, retention will increase dramatically.
2. Use customer behavioral data and voice of customer insights to drive development of new engagement programs.
3. Use multiple channels and multiple ways of gathering customer insights. Then, tailor messaging around the customer’s journey at every stage.
4. Cultivate fans that want to have a relationship with your brand.
5. Understand the emotional reasons that customers will identify with your products, services and overall brand.
Being customer-centric in your marketing means that you recognize your customers as more than a transaction. You take the time to get to know why they choose your company and then put in place strategies to nurture trust and deliver meaningful brand experiences designed to engage and retain.