Technology has fundamentally changed the way people engage with every kind of company. Today, twice as many people are involved in a B2B decision than actually make the decision. Prospects can search your site and a dozen others for the best deal. And consumers are often purchasing online and picking up in the store.
The only way to anticipate what people want now and will want soon is to know them. Intimately. And that’s the goal of good customer-centricity programs. To do so, you must turn your Voice-of-the-Customer (VoC) or Customer Experience (CX) solution into an integrated system that puts your customers in front of every employee and at the heart of every business decision. Below are the five steps to becoming customer-centric, along with an array of statistics to help you make the business case.
The Five Steps
Step 1: Gain Executive Support and Empowerment
Secure executive support to empower the people on the front lines to make real change and impact with customers.
Step 2: Adapt or Evolve Your VoC/CX program
Ensure that your Voice of the Customer (VoC) or Customer Experience (CX) solution collects feedback the way you need it to meet your objectives.
Step 3: Wire-in Feedback Everywhere Seamlessly
Automate the distribution of feedback behind the scenes so that your service seems exceptionally personal and empowers the people dealing with customers on the front lines.
Step 4: Deliver Enterprise Visibility to Customer Feedback
Disseminate customer feedback across the organization and make it accessible to every employee, so everybody knows what customers want and need.
Step 5: Make Your Customers the Stars of Your Meetings
Encourage and support people to become intimately aware of what customers want and need, making customers the stars of every meeting by knowing what they want, instead of predicting or guessing.