How a Customer-Centric Approach Will Help Your Business Succeed

by Chris Arringdale Customer Success, Proactive Solutions

Marketing has undergone a major facelift in the past several years and it has affected the way we achieve customer success. Today, customers are less focused on your company’s stellar products or service and more interested in how your organization can help them meet their needs.

Customers are looking for the best value they can find. How do you provide this for them? Use a customer-centric approach – one which addresses pain points and helps clients find solutions to their unique needs.

Building a customer-centric culture will help an organization achieve peak customer success and prevent churn.

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A customer-centric strategy is a win-win for you and your customers. When customers are happy using your product, they will renew their subscription year after year, buy your other products and even advocate for your product within their social circle. This is how your business will succeed.

How to Build a Customer-Centric Approach

It’s human nature to change our minds frequently and without notice. This makes it nearly impossible to offer exactly what your customers want because by the time it’s ready to launch, they want something else.

With a customer-centric approach, you can address customers wants and needs when they require them. The tips below will help you get started:

Create a Customer-Centric Operation

This operating model should focus on lowering your customer churn rate. Your customers should be at the center. Focus on creating customer value by making your customers your number one priority.

When you put your customers in the center of your model and understand what your customers value, you start to gather a wealth of data, which can be used to define your own strategy pertaining to your business and enhance customer experience.

You can’t obtain great ‘customer’ success by being customer-centric alone. In order to achieve this, it takes a combination of Customer Value, Customer Experience and Customer Journey.

Try to offer a great customer experience in every stage – discovery stage, purchasing stage and post-sale customer experience in your customer journey lifecycle.

Build Relationships & Learn What They Want

Inbound Marketing is the “it” thing for today’s professionals. An inbound marketing approach is customer-focused, rather than product-focused. With this approach, the customer finds you instead of you going after the customer.

Organizations should strive to get to know their customers through conversations. This is a big part of inbound marketing. When users feel like you genuinely care about helping them solve their problems, they’ll feel more intuitively drawn to your company.

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By shifting your focus to customer pain points and offering solutions to their problems, they’ll organically be drawn to your site and company. Rather than focusing on closing the deal, focus on discovering their pain points and how your product or service can help solve them. This can help you understand what products or services you should be providing next.

Use Data to Capture Customer Insights

The way you view and analyze data can help transform your company into a customer-centric business. Customer success teams should use the full width of customer data to provide customers with personal value and give them what they want.

Companies can monitor usage scores, ticketing scores, NPS, health scores and retention rates or their overall health score to gather data about individual customers. This data can help you learn more about how your customers interact with your product or service and if they gain any new pain points. By gathering this information, you can continue to personalize each customer’s experience and continue to have a customer-centric model.

Use behavior-based data to also get ahead of the curve and determine what your customers may want next. The information you gather here can also be valuable for cross-selling and upselling.

Tailored messages to customers are not only based on personal details, but also on their real-time behavior or product preferences. This will allow you to communicate with them at the moment they’re most receptive to your product or service.

Design your customer-centric approach by providing a great customer experience.

Are you ready to gather more data on customers and make the switch to a customer-centric approach? Take Kilterly’s live demo to discover how we can help you achieve this.

worker taking notes on different customer metrics

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