Customer Centricity as a current strategy of companies
As a company, it is important not to forget that the relationship and good treatment with the client is essential. That is why companies are currently aware that in addition to offering a product or service, they must offer immediate and personalized attention to gain consumer confidence.
Thinking that the current client is a demanding person and wanting to know more, a successful CEM strategy should be designed based on the following essential issues:
Multiple means of contact: the relationship with the client is today more than important to consolidate as a good service provider or products. Therefore, having various channels such as web, telephone, chat, apps and social networks is fundamental.
Intelligent use of information: just as the customer has at its disposal great information about a company and the services it offers, companies have vast real -time information from their customers.
Priority Personal Relationship: Although the new communication tools have passed to the foreground, we must not forget that the client will always prefer to have first -hand information of an expert.
Communication tools with customers
For a brand it is very important to work with several communication tools that result in the client’s non -frustration when he tries to contact her. With communication failures, incidents without solution or long periods of waiting, a brand can negatively affect the relationship with the client. Therefore, customer service is an area in which companies increasingly invest efforts in all stages of Customer Journey. From the brand consideration phase, where the potential customer can prefer to leave a message on the web, to the loyalty phase where your client may want to talk to someone to solve an incidence to solve an incidence. The most current communication tools with customers, we have chat on the website, Call Me Back button, contact form/s on the web, Call – Center and CRM.
Customer Centricity as a strategy
Customer Centric is a strategy that understands that the client must always be the main axis of all the actions that are developed in the company. The client is put in the center of all marketing activities and strategies carried out by the company. The main objective of any customer centric strategy is to align the products and services that a company offers with the needs of its customers in order to offer them the best possible experience and maximize the benefits of the company in the long term. The alignment of principles between company and client promotes a mutual benefit in which both parties come out reinforced and satisfied. It can be said that the customer centricity, by putting the client at the center of their marketing actions, moves away from other traditional strategies in which the client occupies a background gaining a greater prominence the brand, service or product offeredFor the company. However, Customer Centricity does not mean content to the client, this is just one of its vertices. Customer Centricity implies a work of knowledge and understanding of customer’s needs to be able to meet them through all the marketing initiatives developed by the company. Origin of Customer Centric. While it is true that the bases on which the term Customer Centric is not new are not new, it is the way in which this philosophy develops today today. The context of competence in which companies move and the increasing expectations that customers show along with the demands that they demand to brands have favored a framework in which more and more companies are dedicated to adopt a customer strategyCentric to achieve success. The Customer Centricity is based on seven basic pillars that feel the foundations of an action framework through which companies can strengthen their relationship with the client. The seven keys to a customer centric strategy are:
Experience
Companies must strive that customer experience is good and pleasant. Companies that work to improve customer experience contribute to them feeling comfortable and satisfied, favoring greater positive interaction on their part through various channels and even recommending the company to their relatives.
Loyalty
It is essential to get loyalty by customers and this can be worked by making them feel valued and recognized by the company. The company can reward or reward the loyalty of its customers in many ways. An example that many companies put into practice is to guarantee older customers that will ever pay more than the new.
Communication
It is crucial to customize the messages and communications of the company with the client according to customer preferences. Companies that customize their messages to the customer according to their tastes, needs and purchase habits favor a much more personal, relevant and transparent communication with which the client is able to identify.
Products
Have a variety of different products and options to meet customer needs. Not all customers are equal, so not everyone has the same needs. This does not mean that companies must have a catalog of infinite products to meet all possible needs, but to offer what their customers need.
Promotions
Through promotions, companies can raise the interest of customers in the products and services that interest them most. Promotions are necessary for customers to know the available products. In addition, they allow the customer to know the advantages of the different products to find the one that best suits their needs.
Price
Although the price is not everything, it can be a determining factor. Companies must bet on fair prices that are consistent with what customers hope to pay. It is not about having the lowest prices, but to align prices with customer expectations. It is important that the client perceives prices as righteous to strengthen their trust with the company.
Feedback
The company must have an open and active listening attitude to be able to know the needs of the client, as well as its criticism, suggestions and opinions to be able to take note and improve. It is important to maintain bidirectional communication between company and customer, as well as an emotional connection.
Success stories
Apple leads the experiential point of sale. Angela Ahrendts, Vice President of Apple retail, describes it as the city square: “In the heart of all Apple stores we are creating a modern concept of the city square, in which everyone is welcome and where we offerThe best of Apple to connect with other people, discover new passions and take the skills one step further. We believe it will be an interesting and fun experience for all who attend."
Digitization of the point of sale in supermarkets. The autopagogue system, where the customer passes through a scanner the items that he is going to buy, pays with his credit card and he himself embols, will disappear, in the not too distant future, the cashier’s post. In fact, this is already a reality at Amazon Go stores. We enter the store, we choose what we want and leave without having to go through a box or a person who charges us, which is a radical change in the way we have to buy in the stores.
Robots at the point of sale. The Pablosky footwear company incorporated in some of its robots stores as purchase assistants. The robot guides the client within the space in a close, personalized and very emotional way through recognition and voice response. This type of shares improves the shopping experience at the sale point making it emotional.
Mango has joined the differentiation at the point of sale with digital testers, incorporating a digital mirror with Internet of Things (IoT) technology that allows the customer to scan the labels of the garments directly in the tester to request different sizes or colors from thestore staff. In addition, this technology allows an extra experience and that is that the mirror functions as Shopper staff proposing looks to the consumer.
Nordstrom, since 2013, joins physical stores with social networks through Pinterest. The products that receive the greatest number of Pins show a small Tag with a “P” in stores to help customers to know the most popular social network products.
On the occasion of Mother’s Day, C&A launched in Brazil an action of great notoriety that sought to promote purchase based on social recommendations. Through Facebook the user was urged to comment on different clothing garments and Facebook’s “Like” counters looked on the physical hangers of stores.
Pull & Bear did something similar and installed an interactive screen with a camera that allowed directly uploading the photo to Facebook to have the verdict of friends.
Burberry has converted its iconic Recent Street store into a great example of omnicanal strategy. At this point of sale, intelligent testers have installed that give information about how garments have been made or what materials are made. In addition, it is a space where events and presentations that are broadcast via online.
Bibliography
CHAPTERS II AND III OF THE BOOK “DIGITALíZATE. How to digitize your company ”, by Alberto Delgado. EDITORIAL BOOK BOOKS.
Chapter II, from the book “The Digital Marketing Plan in practice”, by José María Sainz de Vicuña Ancín. ESIC Editorial
Marketing 4.0, by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. Editorial Lid.
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Customer Centricity As A Current Strategy Of Companies
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Customer Centricity as a current strategy of companies
As a company, it is important not to forget that the relationship and good treatment with the client is essential. That is why companies are currently aware that in addition to offering a product or service, they must offer immediate and personalized attention to gain consumer confidence.
Thinking that the current client is a demanding person and wanting to know more, a successful CEM strategy should be designed based on the following essential issues:
Communication tools with customers
For a brand it is very important to work with several communication tools that result in the client’s non -frustration when he tries to contact her. With communication failures, incidents without solution or long periods of waiting, a brand can negatively affect the relationship with the client. Therefore, customer service is an area in which companies increasingly invest efforts in all stages of Customer Journey. From the brand consideration phase, where the potential customer can prefer to leave a message on the web, to the loyalty phase where your client may want to talk to someone to solve an incidence to solve an incidence. The most current communication tools with customers, we have chat on the website, Call Me Back button, contact form/s on the web, Call – Center and CRM.
Customer Centricity as a strategy
Customer Centric is a strategy that understands that the client must always be the main axis of all the actions that are developed in the company. The client is put in the center of all marketing activities and strategies carried out by the company. The main objective of any customer centric strategy is to align the products and services that a company offers with the needs of its customers in order to offer them the best possible experience and maximize the benefits of the company in the long term. The alignment of principles between company and client promotes a mutual benefit in which both parties come out reinforced and satisfied. It can be said that the customer centricity, by putting the client at the center of their marketing actions, moves away from other traditional strategies in which the client occupies a background gaining a greater prominence the brand, service or product offeredFor the company. However, Customer Centricity does not mean content to the client, this is just one of its vertices. Customer Centricity implies a work of knowledge and understanding of customer’s needs to be able to meet them through all the marketing initiatives developed by the company. Origin of Customer Centric. While it is true that the bases on which the term Customer Centric is not new are not new, it is the way in which this philosophy develops today today. The context of competence in which companies move and the increasing expectations that customers show along with the demands that they demand to brands have favored a framework in which more and more companies are dedicated to adopt a customer strategyCentric to achieve success. The Customer Centricity is based on seven basic pillars that feel the foundations of an action framework through which companies can strengthen their relationship with the client. The seven keys to a customer centric strategy are:
Experience
Companies must strive that customer experience is good and pleasant. Companies that work to improve customer experience contribute to them feeling comfortable and satisfied, favoring greater positive interaction on their part through various channels and even recommending the company to their relatives.
Loyalty
It is essential to get loyalty by customers and this can be worked by making them feel valued and recognized by the company. The company can reward or reward the loyalty of its customers in many ways. An example that many companies put into practice is to guarantee older customers that will ever pay more than the new.
Communication
It is crucial to customize the messages and communications of the company with the client according to customer preferences. Companies that customize their messages to the customer according to their tastes, needs and purchase habits favor a much more personal, relevant and transparent communication with which the client is able to identify.
Products
Have a variety of different products and options to meet customer needs. Not all customers are equal, so not everyone has the same needs. This does not mean that companies must have a catalog of infinite products to meet all possible needs, but to offer what their customers need.
Promotions
Through promotions, companies can raise the interest of customers in the products and services that interest them most. Promotions are necessary for customers to know the available products. In addition, they allow the customer to know the advantages of the different products to find the one that best suits their needs.
Price
Although the price is not everything, it can be a determining factor. Companies must bet on fair prices that are consistent with what customers hope to pay. It is not about having the lowest prices, but to align prices with customer expectations. It is important that the client perceives prices as righteous to strengthen their trust with the company.
Feedback
The company must have an open and active listening attitude to be able to know the needs of the client, as well as its criticism, suggestions and opinions to be able to take note and improve. It is important to maintain bidirectional communication between company and customer, as well as an emotional connection.
Success stories
Bibliography
Free Customer Centricity As A Current Strategy Of Companies Essay Sample
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