They fail to stay customer-focused
Many businesses focus far too much on selling a product or milking money from their customers, rather than think about what they can offer their customers.
Why does customer focus matter?
You will be
more likely to attract customers
more likely to keep customers
more likely to be recommended by customers
A study showed that around half of customers would switch to another provider after just one bad experience - people don't always give second chances, especially since there are now so many options to choose from for everything from clothes to internet providers to restaurants!
The core concept of customer-focus can be applied to any service you are providing. A teacher's work should be student-focused, a doctor's work should be patient-focused, magazines write articles for their readers - these all seem very obvious yet when it comes to making key decisions, customer experience is often neglected from the equation!
How can you be more customer-focused?
Communication
Communication with your customers is the easiest way to be customer-focused. Remember relationships with customers are human relationships - they are not just a wallet on the receiving end.
Don't just listen to the customers but make them FEEL heard. If you've ever contacted customer service and they already know your name, even though it's a different person e-mailing or calling - it's subtle yet makes the conversation that much more personal. How annoying is it when you contact customer service and you have to repeat your issue over and over again every time you talk to somebody different? Connect with your customers, and personalise their relationship with your brand.
If possible, engage in social listening. Try gauging the public opinion of your brand, such as through social media, or review-based websites. You shouldn't be afraid of coming across criticism, however harsh, because that's what'll guide you to make improvements.
Implement it at every level of decision-making
Ask yourself the right questions before making decisions - how does this help my customers'
- Needs
- Wants
- Problems?
Link everything back to your target customer base.
Integrate a customer-centric culture into your business, Learn to put yourself in your customers' shoes, watch the trends etc. You shouldn't have to always wait for feedback (positive or negative!) because by then it may be too late.
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