Customer centricity is the idea of making customers the focus of a company’s marketing and sales strategies. Companies that embrace this concept understand that their success depends on how well they serve their customers— not just in terms of products, but also through personalized service and attention. As such, customer centricity can lead to long-term success as companies build strong relationships with their existing customers while appealing to new ones.

When a business puts customers first, they are more likely to create true loyalty among those who have already purchased from them. This loyalty keeps those customers coming back again and again, a critical component of business growth.

Knowing the role of customer centricity is just the start. Companies must also learn what customer centricity looks like in practice and how to apply it in their own organizations. Let’s explore a few starting points.

Actively Collect and Act on Feedback

Collecting feedback from customers helps a business identify areas where they may be lacking in quality service or products. Asking customers for feedback gives them an opportunity to express their opinions and gives you first-hand insights on how you can improve your products, services, and company.

 In addition to collecting feedback, you also need a strategy to act on their responses. Show them you’re listening and putting their suggestions into action.

Involve Customers in Designs and Decisions

Your business is about the products and services you provide to your customers. Making them part of the solution is just good business sense.

 Customers can gain more insights into your company and its mission and purpose when they’re part of the design process or other key decisions. This also gives you a way to personalize their experiences and create products and services that are conducive to long-term client relationships.

 In addition to collecting feedback, you also need a strategy to act on their responses. Show them you’re listening and putting their suggestions into action.

Keep Branded Gifts on Hand

When used in combination with other marketing techniques, branded gifts are a great way to  help businesses build loyalty. What’s more, promotional gifts can help to turn customers into brand advocates. One study found that 66% of customers referred someone to a company after receiving a free gift.

 You can also use gifts to create personalized experiences. For instance, if you find out a customer is having a birthday, got a promotion at work, or is having a baby, you could send them a small company gift to show you care.

 This same tactic also works well if a customer has a negative experience. A simple gift is a powerful way to express empathy and sweeten bitter feelings.

Empower Your Employees to Help Your Customers

To truly become a customer-centric company, your employees that interface with your customers need to be empowered to deliver optimal customer experiences. This means making decisions to correct situations, go above and beyond, and help customers in ways that matter to them. This supports a consistent experience for the customers and instills confidence in knowing their needs will be taken care of.

Supporting your employees means ensuring they have access to all the resources they need to do their jobs, from office supplies to workspaces to access to customer data. It also means investing in training so employees know how to best serve customers. Finding ways to improve the employee experience, such as streamlining fulfillment or creating comfortable work environments, can go a long way in caring for your customers.

Recognize Where You’re Already Getting Customer Centricity Right

It’s natural to seek out the areas where you feel your customer centricity is lacking. But don’t neglect all of the things you’re already doing to make your customers feel special and welcomed. These are the areas that might not need much improvement (if any), but you also don’t want them to degrade or become neglected. Use these wins to build your customers’ confidence while you work on improving other areas of your operations.

Taking an Ongoing Approach to Customer Centricity

Organizations that prioritize customer centricity cultivate a culture where every person — from frontline staff to executive leadership — is focused on providing excellent experiences for customers. This requires more than just providing good customer service; it’s about understanding customers’ needs, preferences, and behaviors holistically and using this knowledge to create value throughout the entire customer journey.

Successful companies learn how to balance operational efficiency with personalization while providing proactive support across all channels and touchpoints. It’s one of the surest ways to generate long-term loyalty and turn happy customers into referral sources.

Creating impactful experiences starts with having the right physical and technical infrastructure in place to collect feedback and serve your customers properly. HiTouch Business Services provides business services and solutions for every facet of your workplace: Breakroom solutions, print and marketing services, promotional solutions and unique promotional products, IT services and solutions and innovative facility services and solutions.​

To learn more, contact our team today.