Moving Your Customer Experience to the Next Level

Consumers nowadays are a more knowledgeable and informed component of the external environment than ever before. As a result, they are becoming more discriminating and demanding. How should businesses prepare to deal with these shifts in client characteristics?

The most crucial act for any single company organization engaged in the provision of products and services is to target, find, and attract new clients in the market. The majority of managers overlook the fact that once a consumer makes their initial purchase, there is a lot to be said about the client relationship. Savvy organizations understand that the encounter is only the beginning, and that client retention is critical. The best method to retain the customers is through the organizations becoming customer-centric so that the companies provides a positive experience for the clients before and after the sales so that they can drive the repeat transaction, profits and the loyalty of the consumer (Reinartz & Eisenbeiss 2015).

The customer centricity is more than just about the provision of the high services to the clients. It demands of a great experience from the awareness phase, through the purchasing process and lastly, at the post –sales services. Whenever the management recognizes the consumers at the core consideration of the business, a lot of data is collected by the CRM software, providing a full 360 view of the customer that is essential in enhancing the customer experience (Shaw & Hamilton 2016).

What companies do you think have been successful at identifying and keeping up with customer demand? How have they accomplished this?

There three companies that have succeeded in the implementation of the client concentric strategies including Zappos, Nordstrom, and the Bonobos. The institutions mentioned above have the following customer-centric strategies in common; their policies originate from the top down for instance, at Zappos, the CEO of the cooperation authored a book concerning the plans of making the customers happy and satisfied. Most of the organizations focus on the programs that are relying on the best ways of keeping the clients, and the buyer's loyalty team feel comfortable and happy. Concerning the Bonobos, the company had an epic fail on the cyber Monday of 2011 because Andy Dunn who is the CEO has a tradition of replying the emails of the consumers until 3 am, and the Nordstrom firm usually discuss the significance of the customer service on the quarterly investor calls. For all of these companies, the primary focus is the experience of the customers as the culture of the organizations, and the workforce is aware of the impacts of retaining the clients (Shaw & Hamilton 2016).

The groups also maintain their consumers through the empowering of the customer service workers. The management gives the Zappos team 1800 flowers and Cookie Delivery Company are advised to offer gifts to the loyal buyers. The loyalty team at Zappos are encouraged to engage the consumers as long as the clients are in agreement and comfortable (Fullerton 2014). The group is given the techniques of making the buyers happy and the opportunity to make decisions regarding the suitable methods in the industry. No specific guidelines apply to the customer loyalty team. And lastly, all the workers in the client care service undergo training including the entire workforce fraternity. The company has two training weeks for every single employee regardless of their roles in the Zappos society. The Nordstrom, on the other hand, has the handbook which acts as evidence for the consumers’ value in the firm.

Reference

Fullerton, G. (2014). The moderating effect of normative commitment on the service quality-customer retention relationship. European Journal of Marketing, 48(3/4), 657-673.

Reinartz, W., & Eisenbeiss, M. (2015). Managing customer loyalty to maximize customer equity. Handbook of Research in Customer Equity in Marketing, 139-159.

Shaw, C., & Hamilton, R. (2016). Moving Your Customer Experience to the Next Level Requires New Thinking. In The Intuitive Customer (pp. 1-16). Palgrave Macmillan UK.