"We have introduced a loyalty program (discounts, bonuses, gifts). A lot of money is spent on this, so our organization is customer-oriented"
Favorable conditions for customers are a very important aspect. But this is not enough to recognize a company as customer-oriented.
"We provide high-quality service. That's enough."
Focusing on customer interests is a high-quality service. The approach includes other important points. If they are not implemented in practice, customers will leave the company.
"We deliver products for free, so our brand is consumer-focused."
People don't care so much moj database about free shipping. Some customers care much more about a friendly, kind atmosphere around them. Others pay most attention to the speed of checkout. It doesn't matter what you consider necessary and valuable for the consumer. Place products for customers from your audience on the central shelves.
"Our credo: the consumer is always right. We try to fulfill his every wish. This is the basis of customer focus"
As noted earlier, not every customer is right, but only those from your audience. The employees' focus on the interests of the buyer should not contradict the goals of the business. By spending all your energy on satisfying the whims of consumers, you get less profit than you planned. You come into conflict with your own strategy. In this case, it is worth trying to change the methods of doing business.
The reasons considered allow us to conclude that automation of business processes and improvement of service quality do not guarantee the company's customer focus. To achieve this, it is necessary to pay attention to other provisions.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
7 principles of customer focus
The implementation of this model requires the creation of special conditions. Let's examine the practical component of the issue.
Leave a good impression
Buyers need to be surprised. A delighted client will remember your company for a long time and will definitely return for another purchase.
For example, you agreed with a person that you will print a pattern on his T-shirt. You will send the order on the 15th. In fact, you did everything 3 days earlier. The buyer will be very happy.
Let's take another example. The visitor expected to receive 30 edited photos, but received 40. You took a few additional free joint photos with his friend, who came to the shoot for company.
Another option. Attach a small gift to the order: a postcard and a bouquet of dried flowers to go with a set of homemade candles. In terms of cost, this will be very cheap. At the same time, you will exceed the customer's expectations.
Principles of customer focus
Keep in mind: if you do not keep your promises, even if they are not part of the original agreement, the buyer will certainly be upset. Try to say less and do more. Buyers will be convinced: you know how to keep your word, fulfill your promises, and create comfortable conditions for the transact