Putting the customer first is all the rage in 2020, but for many brands, “customer-centric” remains little more than a buzzword. In practice, customer centrism can cause harm when misapplied — you might define your target demographic too broadly or use the wrong advertising channel to engage with followers. Here are the most common mistakes brands make when attempting to put customers first, along with some advice on how to avoid them.
Your vision is too broad
The vital first step to becoming customer-centric is understanding who your target customer is. The natural inclination is to consider everyone a potential customer, but that usually isn’t anchored in reality. Trying to serve everyone equally with little regard to their individual needs will lead to failure in serving any of them well. Clearly define your customer so that you can optimize your product for them. Performing exceptionally for a small customer base will ultimately serve you better than being merely adequate for a large one.
You don’t talk to your customers
Being customer-centric means valuing the happiness of your customers, but it’s not enough to simply ask them how they’re doing. Customer survey data is virtually meaningless unless it’s tracked over time. Knowing how your client base feels about your company or product in the moment is only helpful if you also know how those feelings and impressions have evolved. Tracking metrics and examining results over a spread of time provides insight into when it’s time to make a change in your process, your product, or both.
Don’t rely solely on surveys, however. Monitor your social media channels to gain real-time understanding of public perceptions of your brand. Read online reviews to learn how people feel about using your product and pay attention to details they call out. Separate the outliers from the valid criticisms, and you’ll have a solid picture of what your customers want from you.
Your customer support isn’t supportive
Companies that believe themselves to be customer-centric often make the mistake of short-changing their support channels. Customers need you to feel the same sense of urgency they do when it comes to solving their problems, which is unlikely to be achieved by lackluster support communication.
Provide different support paths to meet clients’ needs: use email when something isn’t urgent, use live chat or phone calls for when it is. Track interactions with your staff so the customer doesn’t have to retell their story each time they reach out to you. Compile all customer support data to observe trends over time.
You’re not empowering your employees
Being good listeners doesn’t do much good unless your employees have the power to decisively act. Process and conventions often get in the way of a positive customer experience. The truth is there are very few situations in which your staff genuinely can’t help, so give them the agency and resources to do what they need to do. Empowering your employees isn’t about turning support channels into a free-for-all that provides customers with whatever they want. It’s about putting a client’s needs ahead of any internal procedures or red tape and doing whatever possible to provide them with a positive resolution.