Client-centricity: Get Better by Listening to Your Customer!

The concept of client-centricity is prominent in these times of crisis and market oversaturation in many industries. The idea that the customer is always right might be questionable, but few would doubt that you need to respect clients and receive feedback from them. As a result, an entire business model developed in which the client (rather than the product) is the main feature.

Client-centricity means viewing the client as the very reason for a business to exist. Satisfying the client is the primary goal of any company adopting this model. That, in turn, should result in client loyalty and retention, which are extremely helpful given how difficult it is to attract a new client. So, how do you learn to listen to the wishes of the consumer?

Focusing on the customer makes a company more resilient.

Jeff Bezos, founder of Amazon

Quality, Not Quantity

First of all, companies that have chosen a client-centric business model may narrow their target audience. After all, clients are viewed as individuals by a client-centric company. They are not just numbers anymore.

It is impossible to please everyone, and choosing a certain niche to work with is a more realistic task. Client-centricity implies that a company is fully aware of what the client needs. All the products or services are referred to a specific verified need.

By narrowing your reach, you focus on the quality of relationships, not their quantity. That, naturally, has its consequences.

High Responsibility for the Quality of Lead Processing

Working with a narrow target audience is difficult. After all, companies have to compete for clients’ attention regardless of the size of the addressable market. As a result, lead management becomes the main indicator of a manager's quality of work. 

However, the focus on the quality of relationships is supposed to pay off in client-centric businesses. When customer services are well-developed, repeated sales and referrals are more likely. Even if no actual sale took place, managers should leave pleasant impressions to increase the chances of repeated contact.

Constant and Detailed Feedback

There are many options for receiving feedback: surveys, mailings, tests, events, reviews. 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. The client must always be in touch, as long as the constant attempts to contact them do not become annoying.

User-generated content (UGC) content is another good option to find customers' voluntary feedback. UGC also increases loyalty and can serve as a form of word-of-mouth advertising. Use customer reviews, live photos, and real cases of the use of your product or service 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 is responsible for keeping its promises to the client. It is important to monitor the brand’s communication and the plans that you broadcast to the audience.

An equally important factor in gaining the trust of customers is a convenient service that is available 24/7. In the era of non-stop communication and chatbots, a client-centric company must always be in touch. Affordable and comfortable service not only facilitates the purchase but also increases the chances of it happening again.

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. 

• Client opinions are more important than your own. If you like a product or service, it does not mean at all that your clients will like it. Inquire, research, and make decisions based on feedback.
• Let's have more freedom. When conducting a survey, give your client the freedom of choice.
• Personalize. Preferably personalize everything that can be personalized: from mailings to scripts to posts and so on.
• Don't think that something is obvious. This is especially true for products and services with a complex process of use and purchase. The composition of tile adhesive is clear to you, but even an experienced master tiler might not know it.
• Don't hesitate to use an informal format. Your meeting with the client does not necessarily have to take place in the office or require ties. You can also discuss work issues, agree on cooperation, or sell goods in an informal setting.

And, of course, when communicating with a client, it is important to remember the basic rules of etiquette. Do not interrupt, treat the customer with understanding and respect, and have an open mind. Good luck with building your dream brand!

If you need a well-designed client feedback form, you can place a Task with Insolvo!