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Customer Centricity!

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Let's define together an efficient customer centricity strategy as a cultural, management, marketing and sales concept that places customers and not the product at the center of successful companies interest, maximizing the customer experience.
In the field of commerce, customer experience is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touch-points the customer interacts with, and the environments the customer experiences (including digital environment) during their experience.

A good customer experience means that the individual's experience during all points of contact matches the individual's expectations.

Customer experience implies customer involvement at different levels, such as rational, emotional, sensorial, physical, and spiritual. Customers respond diversely to direct and indirect contact with a company. Direct contact usually occurs when the purchase or use is initiated by the customer. Indirect contact often involves advertising, news reports, unplanned encounters with sales representatives, word-of-mouth recommendations or criticisms.

Customer experience encompasses every aspect of a company’s offering: the quality of customer care, but also advertising, packaging, product and service features, ease of use, and reliability; creating direct relationships in the place where customers buy, use and receive services by a business intended for customers such as instore or face to face contact with the customer which could be seen through interacting with the customer through the retail staff. We then have indirect relationships which can take the form of unexpected interactions through a company's product representative, certain services or brands and positive recommendations, or it could even take the form of "criticism, advertising, news, reports" and many more along that line.

Customer experience is created by the contribution of not only the customers' values but also by the contribution of the company providing the experience.

All of the events experienced by customers before and after a purchase are part of the customer experience. What a customer experiences is personal and may involve sensory, emotional, rational and physical aspects to create a memorable experiencer. In the retail industry, both company and customers play a big role in creating a customer experience.

Managing the customer's experience is fundamental for companies in order to implement a successful strategy. In this context, customer centricity is a marketing and sales concept that places customers and not the product at the center of interest. Customer centricity defines the value chain as beginning with the customer. The expectations, needs, and wishes of the customer form the starting point of marketing campaigns.

An efficient customer centricity is more than just a service or a sales channel. It is corporate culture, strategy, and philosophy in one. The concept covers all areas of a company and requires concessions from all employees, from management, through the various departments, to sales and service staff. It also includes a Multichannel Strategy so that potential customers can reach the company through any channel.

This holistic approach is extremely complex and cannot be easily implemented. Changes will be required at all levels of a company.

Customer Centricity is not new as a concept. The statement “the customer is king” basically expresses the same guiding idea. New aspects are mainly the focus on new media and the opportunities offered by these technologies to create a positive Customer Journey.

A company that works in a customer-oriented manner generates added value for its customers in different forms, depending on the point where a customer is at in the Conversion Funnel.

The company must not lose sight of the fact that customer orientation should also be communicated transparently and effectively externally.

Do you apply an efficient customer centricity?
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