CUSTOMER RELEVANCE
On the way to greater relevance: put your customers first
Digital innovation and an ever-expanding online world hugely impact customer expectations and engagement, both for B2C and B2B. If, as an organization, you cannot meet their high expectations, they will look for one that can. Reviews can make or break you. And this is not just about a purely transactional financial relationship – the selling and buying of a product or service at a certain price and quality. Customers increasingly expect a personalized experience and relevant interactions when and where they want them.
"We deliver relevance by knowing your customer intimately, continuously optimizing your processes and interacting with your (potential) customer appropriately."
So, what exactly are your customer expectations?
When your customer feels like a king, is uniquely guided through their ‘customer journey’ and greatly enjoys their experience, it boosts their loyalty and eventually their commitment. Because your ultimate goal is ‘an engaged customer’ who is satisfied and loyal, believes in your brand, feels closely involved with your organization and, as an ambassador, conveys all this to other (potential) customers. But customer expectations can be high…
As an organization, how do you stay relevant to your customers?
Know your customers inside out
A prerequisite for relevance is really knowing who your customers are. So, you must utilize data and data analysis to combine O-data (operational, what happens) and X-data (experience, why something happens) into a 360-degree view of your customers. You can then approach your customers in a personal and personalized way (and that goes beyond addressing someone by their first name). And you can also use informed decisions to respond to their expectations and needs. The goal is to gain as much insight as possible from all interactions in the customer journey and all touchpoints in your processes. You then leverage that insight to build data maturity.
Optimize your processes
When it comes to creating value for your customers, your processes are equally as important as your data. Both front-end and back-end internal processes really have an impact on the customer experience. Make sure to examine that impact and, where necessary, optimize from the ‘outside-in’ to satisfy and even exceed external expectations. You must embed objectives across the entire process chain, across all departments, from sales and marketing to customer service and operations. Keep it simple and say goodbye to silos.
Interact with your customers appropriately
It all comes together in the interaction you have with your customers. You can make your customer interaction as pleasant and frictionless as possible when you have a good picture of them, insight into their behavior and an optimized backbone. This interaction is not linear. It happens in different ways and through different channels, such as visiting a website, interacting with a chatbot, physically in a store or on the shop floor, or using an app. Customers today must experience all interactions in the same ‘tone of voice’ that is personal and personalized with a human touch and focus on simplicity and convenience.
Provide a digital reflex
There are plenty of challenges. Be sure to have a digital reflex when looking for solutions. Where technology is the enabler focused on the customer and the goals you want to achieve… and not just technology for technology’s sake. A CRM system is invaluable, but the system does nothing by itself. It is the accompanying mindset and processes that pay dividends.
Always upgrading to the latest technologies isn’t always the best use of your time. Redesigning a process in a more customer-friendly way or using an existing technology slightly differently is sometimes all that it takes. And finally, don’t let ‘perfect’ get in the way of progress. You don’t have to surf the highest roller when you can coast on the smaller waves to reach your ultimate goal. A thought we support with our Positive Digital Flow philosophy.
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DISCOVER IT HEREKEEP YOUR EMPLOYEES IN MIND
Digital innovation and an ever-expanding online world hugely impact customer expectations and engagement, both for B2C and B2B. If, as an organization, you cannot meet their high expectations, they will look for one that can. Reviews can make or break you. And this is not just about a purely transactional financial relationship – the selling and buying of a product or service at a certain price and quality. Customers increasingly expect a personalized experience and relevant interactions when and where they want them.
