Know Your Customers: Customer-Centric vs System-Driven

The success of a business is measured by its bottom-line profitability and the number of satisfied customers. Although these two factors seem contradictory at first glance, they are heavily interrelated.

While businesses often think that providing enhanced customer experiences requires a lot of financial resources, industry leaders like Amazon and Zappos have demonstrated that providing quality customer experience is the only long term option for achieving a stable market position in this fiercely competitive world.

This article originally appeared on Jacada and is reprinted with permission.

Why Focus on Customer-Centricity?

In the early 80’s, the belief was “it’s not personal, it’s business,” while today’s business motto is “it’s personal, it’s your business.”  That’s the importance of customer-centricity.

If you look at most industry leaders who have entered a recession-proof zone (for example Coke, Amazon, Starbucks), you will see that they are all customer-centric. There are two reasons for this.

First, customer expectation levels are constantly rising while their attention span and loyalty is fast dwindling. Secondly, consumer groups are splitting as customers grow more and more diverse with specific needs and stronger likes and dislikes.

As a business, you have to constantly train your front line to deliver superior customer experiences to regain loyalty and prevent “customer flight.” Customer flight or customer deflection is no longer limited to individual experiences but leads to user flights in groups because of negative word of mouth.

There can be no valid comparison between system-driven and customer-driven businesses simply because a system-centric approach is not sufficient anymore.

The strength of a brand is now directly reflected in its service value to consumers and vice versa. This explains why more and more businesses are designing customer centric business systems and interaction flows, tailor made to fit their target groups and gain long term brand loyalty.

Features of a Customer-Centric Approach

With the expansion of social media and mobile technology, customers take their business with them and inform themselves “on the fly”.

In simple terms, this means businesses need to be ready to answer their customer — anywhere; anytime. Customers expect to be served everywhere: at the call center, at the store, in social media channels or on their mobile phone. You would think this would suffice; but no.

With today’s technological advancements, your customers expect even more. It’s not just about being there — It’s about doing it right.

Related article: The 4 Things You Should Do (And the 4 You Should Avoid) When Delivering Omni-Channel Customer Support

Organizations should adopt the proper customer service technologies that are tailor made to fit to their business, transforming it into an agile customer-centric enterprise. The popularity of smartphone adoption across the globe is a great example for this.

Mobile Customer Service – Getting Customer-Centricity Right

Over 1 billion people in the world own a smartphone. This opens endless opportunities for organizations to adopt a customer-centric model. Properly designed, smartphones can be leveraged to enhance the customer experience:

1.      Visual IVR (Interactive Voice Response)

This allows your customers to avoid the dreadful IVR experience, which generally involves multiple questions and endless options designed to confuse the caller. With visual IVR, the customer helps himself by directly interacting with the in-built system. Customers can solve their queries faster, inbound call volumes are reduced and satisfaction levels are increased.

2.      Customer Centric Interactions

Adopt a simplified design mechanism that will enable you to maintain an agile environment. You want to be able to easily develop dynamic interactions that will enable your customer to leverage this self-service channel to its fullest. On the other hand, business dynamics, goals, and strategies quickly change these days, so business agility has become the expectation.

3.      Seamless Connection to the Call Center

Recent mobile technology enables a seamless connection from the phone to the agent at the call center. Customers don’t have to be bothered about repeated information queries such as account details and reasons for calling. They can also schedule call-backs at convenient time slots.

4.      Enhanced Consumer Experience

Allow your customers to leverage smartphone features (camera, GPS, etc.) when engaging with you. This allows users to solve harder questions and appreciate the interaction more.

5.      Real-Time Data

Enable real-time integration to your back-end systems. This means you are providing your customer a real-time experience with up-to-date data. This also means that your customer doesn’t have to wait for an agent to search through his database before accessing the required information.

6.      Channel Duplication

The optimal interactions you designed for your mobile app, should be easily duplicated across other channels such as the web, voice, chat and social media.

This not only saves costs for your organization but also enables your customers to enjoy a consistent customer experience, regardless of the channel they choose to start or finish their interactions in.

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