Growing a business that is centred on its customers’ needs is more complicated than it seems. It
might be obvious that every company should have their customers’ best interests in mind starting
from the conception until the production and distribution of the products; however, many fail to
realize that they might be deviating away from this primary foundation for business success.
A majority of big and small businesses lack a very important strategy to gain repeat customers:
follow-up. Following-up customers even after purchase is a way to start a band of loyal customer
following. Big companies such as Amazon already mastered the art of customer-centric service
and it is a worthy endeavour to learn from them if you’re serious in pursuing long-term growth.
Before we delve deeper on how we can genuinely incorporate this model in our business system
and processes, it’s important to define who our “customers” are. They can be our prospective
buyers, the existing ones, stakeholders, suppliers, partners, or even the customers of our
customers. The sense of great customer experience should be heightened in this specific
customer group and identifying who your customers are will enable you to cater more to their
needs and preferences.
As implied, taking the customer’s worldview is a complicated process because it is difficult to do
away with our organization biases. In every plan and process, there is that danger in thinking
about what we think should or should not work – all of which in fact, serve our own system
rather than that of customers. An important step in shaping your company customer-centrically is
seeing the customer as what he or she is: human.
Human needs are diverse and though we pattern and form our products according to the
perceived or obvious needs, we can still improve them more. We need to make it a goal to create
that great customer experience as we go through the process of fulfilling what they want and
need seamlessly, efficiently, and quickly. As a specific example, there might be a need to
improve our websites, landing pages, forms, or contact pages in order to serve them better.
If you successfully capitalize on this strategy, every customer will feel served and cared for well.
What is the main difference from the product-centred approach? The goal of the customer-
centric business model is to meet the need of the individual customer in all aspects while the
product-centred one aims to reach as many people as possible.
The customer-centric approach is not a vague or abstract idea. It is a real business model which
has a big impact on company success. This is emphasized because if your competitor has a more
customer-centric approach than you, then it is obvious who is at the losing end.