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The customer is king

  • Published at 06:48 pm June 30th, 2018
  • Last updated at 06:49 pm June 30th, 2018
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Businesses and services need to be more customer-centric in order to thrive

“The magic formula that successful businesses have discovered is to treat customers like guests, and employees like people” -- Tom Peters, speaker and author

In this fast-moving digital era, social media has a greater influence, especially over urban customers and millennials -- without any doubt, brands need to focus on reputation and customer experience.

Digital transformation has changed the marketing landscape, and customers in the 21st century are getting information in real time. Billions are now connected every day. For this very reason, brands become more human and approachable. This is a part of entire brand-building process now.

The quality of customer experience is the central differentiating factor of brands. By putting customers first, companies can set their vision, mission, and goals to become a better organization, and win the heart-and-mind share of their customers.

“When the customer comes first, the customer will last,” said by Robert Half, Founder of Robert Half International.

At the end of day, it’s the customer who helps generate revenue and the employees who are the driving force behind it. As Richard Branson, chairman of Virgin Group once said: “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”

For better products and services, companies need good quality employees, and they need to retain those talents too. And to deal and deliver better quality service by using various tools, metrics and data analytics, by integrating analytics into business strategy to improve the customer experience.

How consumers think and feel about your organization are reflections of how you treat them. If you disappointed them with product or service quality, you’ll create negative perceptions, become a substandard brand in the eyes of the customers. In that context, analytics have the ability to improve sales and help to nullify customer dissatisfactions.

Brands have to analyze all customer touch points to reinforce the brand’s positioning, and to deliver a memorable experience. Consumers have high expectations of brands. So, businesses need to aim to convert visitors, patients, audiences into loyal customers with every interaction.

To make that happen, internal branding is a critical factor of success for customer experience management. Getting the brand and customer experience right is truly a team effort across the board. From the CEO to the call centre agent, everyone needs to understand the depth and breadth of it.

Service marketing is required everywhere.

So to win over customers, every organization needs to focus on customer centricity management by creating a value-driven customer-centric brand culture and centre their business around the customer. That is why most of the companies have customer charter and branded customer services these days.

Aftab Mahmud Khurshid is a business marketer.

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