Client-centricity: how to listen to the wishes of the consumer and improve

The concept of client-centricity has firmly taken its place in times of crisis and oversaturation of markets in many industries. These ideas about the client's rightness, respect, and the importance of receiving feedback that we are all familiar with have grown into the possibility of developing a whole business model in which the client is the key link. So, how do you become a customer-centric company and learn to listen to the wishes of the consumer?

Quality, not quantity

First of all, it is important to note that companies that have chosen a client-centric business model have significantly narrowed their target audience. It is impossible to please everyone, and choosing a certain, understandable niche and working within it is a more realistic task. Client-centricity implies a full understanding by the company of what the client needs, and the improvement /development / production of products or services occurs with reference to the specific verified needs of the target audience.

By narrowing the audience, you focus on the quality of contacts, not their quantity. This implies the following, no less important point.

High responsibility for the quality of lead processing

Working with a narrow target audience is no less difficult than calling on a cold database. The idea that a narrow segment implies a client's desire and interest in absentia is erroneous. Given the variety of markets and the ability of companies to enter them quickly, lead processing becomes the main indicator of a manager's quality work. Two factors play a role here: the high cost of the lead in narrow segments and the high probability of repeated contact due to the limited audience.

Even if a full-fledged sale did not work out with the lead, the manager should leave the most pleasant impressions about the company and increase his chances of repeated contact.

Constant and detailed feedback

There are many options for receiving feedback: surveys, mailings, tests, events, reviews — the list can be continued indefinitely. But with a client-centric business model, you will most likely have to use most of the options. Feedback should be of high quality, prompt, timely, and systematic. With such a model, it is difficult to provide feedback in the form of a survey before launching a new collection—the client must always be in touch with you.

UGC content is another good option to attract customers' voluntary feedback and increase loyalty. Use customer reviews, live photos, and real cases in your social networks, websites, mailing lists, and advertising campaigns—this is a direct way to build a trusting relationship with customers.

Fulfillment of promises and the most convenient service

A company that has chosen a client-centric model and works with a narrow target segment has a great responsibility for fulfilling its promises to the client. That is why it is important to monitor the communication on behalf of the brand and the plans that you broadcast to the audience.

An equally important factor in gaining the trust and comfort of customers is a convenient service that is available 24/7. In the era of non-stop communication and chatbots, it is difficult to imagine a client-centric company whose managers are in touch from 9 a.m. to 6 p.m. (at the same time, you can make an order and pay for it 24 hours a day). Affordable and comfortable service not only facilitates the purchase but also increases the chances of its repeatability.

And how do you hear your client?

The theory and methodology of working with a client are essential to the success of a client-centered company. Let's move on to specific ways to learn to listen to your client:

• Don't judge yourself. If you like a product or service, it does not mean at all that your client will like it. Inquire, research, and make decisions based on feedback.

• Let's have more freedom. When conducting a survey, start with the freedom of choice of the client. Not "Which do you like better, blue or red?" and "Which color from the warm range do you like?"

• Personalize. Preferably everything that can be personalized bmailings, scripts, posts, and other channels of communication with the client;

• Don't think that something is obvious. This is especially true for products and services with a complex process of use and purchase. If the composition of the adhesive composition for laying tiles is clear and obvious to you, this does not mean that even an experienced master tiler knows it by heart;

• Don't be afraid of an informal format. The meeting with the client does not necessarily have to take place in the office with ties — in an informal setting, you can also discuss work issues, agree on cooperation, or sell goods.

And, of course, when communicating with a client, it is important to remember the basic rules of etiquette: do not interrupt, treat him with understanding and respect, and be open. Good luck with building your dream brand!