8 Customer Focus Examples and Why They're Effective
Updated November 21, 2022
You can implement customer-focused strategies to help an organization optimize its customer's experience when interacting with the brand. These strategies help organizations increase customer retention, achieve sustainable growth, and improve customer loyalty. Reviewing examples of customer-centric strategies can assist you in choosing the most appropriate one for your workplace to increase its customer base. In this article, we discuss why it's helpful to look at customer focus examples and outline eight customer-centric strategies to help you create an organizational culture that prioritizes clients.
Why are customer focus examples important?
Customer focus examples provide inspiration for strategies you can use to improve customer loyalty, retention, and growth. Customer focus refers to activities a company uses to address customers' demands and enhance their experience. Strategies for improving customer experience may include quantifiable goals, such as increasing customer satisfaction through relationship-building, or more general aspirations, such as establishing a customer-centric culture. Achieving these objectives can help foster customer loyalty and improve retention rates.
It's useful to review examples of these strategies to guide you and ensure you understand how to apply them in a workplace. It can help you determine their likelihood of success based on factors such as the company's industry, existing strategies, market position, and its customer demographics. You can implement customer focus strategies in any company, regardless of its size.
Examples of customer focus strategies
Here are some examples of customer focus strategies to help you understand how to implement them in a workplace:
To collaborate and align departmental strategies
In a customer-focused organization, it's essential for you to align strategies for sales, marketing, and support teams. Aligning the strategies can help you create a consistent and streamlined approach to improving customer experience. You can achieve alignment by encouraging these teams to work together when completing customer-centric activities. Consider dedicating resources and reconfiguring operation processes to accommodate and implement collaboration.
Example: The sales and support teams at Wavewood Tech collaborate to develop a process that introduces new leads and optimizes the closing process. When the support representatives identify leads who are interested in the company's products, they flag their profiles in the customer relationship management (CRM) system. The sales team then uses this information to build relationships, anticipate customer demands, and create leads.
To help customers feel like they're part of the organization
You can improve customer focus by ensuring customers feel comfortable patronizing the brand. You can achieve this by using the company's CRM system to introduce connective data systems. These connective systems collect relevant customer details, including their names, recent activities, and account information. They organize this information in a single location accessible to all employees. This helps teams access relevant information and personalize their interactions with customers.
Example: The operations manager of Leek's Organic Foods introduced connected data systems using the company's CRM system. This system allows the support team to access customers' names, account information, and purchasing activities more easily. As a result, when customers have questions and complaints about their products, it isn't necessary for them to recount the details of their purchase. This helps support representatives to provide seamless and personal customer service.
To adjust to accommodate customers
It's essential to make brands easily accessible to customers and prioritize their convenience to improve their experience with the company. You can prioritize convenience by creating marketing campaigns on the platforms customers regularly use. For instance, suppose a large section of the company's target demographic uses particular social media applications. You can create marketing campaigns on those platforms to ensure customers can easily access the company's products. This can optimize the buying and support processes.
Example: The marketing team at Krazy Klean Krew conducted a social media survey and learned that 80% of its customers predominantly use one particular social media platform. To optimize customer focus, the marketing manager developed and launched successive marketing campaigns targeted at customers on this platform. They also created a commerce infrastructure on this platform that redirects customers to the company's website to make purchases, which optimizes the purchasing process.
To seek feedback and adopt customer suggestions
There are various processes organizations can use to get feedback from customers. You can improve the company's customer focus by providing platforms for clients to share their ideas, opinions, and perspectives. After getting feedback, it's beneficial to prioritize and incorporate it into any changes to the strategy. You can make relevant changes to the company's processes and products. You can ensure customers know that the company values their feedback by implementing their ideas and suggestions. This can help increase loyalty and improve the customer experience.
Example: The Princess Experience Spa and Massage Parlour typically handled customer suggestions and complaints as isolated events that didn't affect the company's operations. The new operations manager adopted a customer-focused strategy and helped the owner realize there were customer complaint and suggestion patterns. The operations manager then sent surveys to get accurate feedback from clients. They adjusted operations based on the survey responses, which helped improve customer experience and attracted new customers.
To adopt a company culture focused on promoting customer-centric values
You can create cultural initiatives that promote customer-centric values to help the company improve its customer focus. This company culture can encourage employees to adjust their actions and processes and work toward supporting the company's customer-focused objectives. It helps employees understand how their duties impact customer experience. For example, consider conducting training sessions with customer-centric processes or organizing customer meet-and-greet events.
Example: The Palabrica Group wanted to improve its company culture and focus on optimizing customer experience. To do this, the HR manager created a new training and development process. This process requires all new employees to perform customer support responsibilities for three weeks before specializing in their roles. This new program helped employees connect with customers and gave them insight into the customer experience.
To implement strategies to connect with customers
You can adopt strategies to help a company connect with customers and optimize their experience. When creating these strategies, ensure you consider the company's clients and industry. For instance, an e-commerce company may offer premium subscription services that provide benefits that aren't available to other members. A luxury company may provide customers with concierge services for purchasing and personalized support services.
Example: Hule Suites improved its customer experience by implementing a loyalty program where highly valued customers can access customized VIP services. The clients in this program can connect with concierges through an encrypted instant messaging platform where they can make reservations, access member-only services, and find suggestions for which local attractions to visit. The loyalty program helped improve retention rates and attracted more loyal customers.
To use technology to improve customer retention
You can use software and management tools to improve a company's customer retention rates. Consider leveraging artificial intelligence, CRM systems, and strategic data collection. You can use the information these systems gather to address gaps in existing processes and anticipate clients' demands.
Example: The operations manager at Critters Cat Chow reviewed the information gathered through the company's CRM system and decided to launch a chatbot service for customers. This AI-powered chatbot replies to messages, automatically files customer information into the CRM, and answers frequently asked questions. Launching this chatbot improved customer satisfaction and retention by 60%.
To digitize the company's supply chain to enhance visibility
Technological innovations make it easier for customers to monitor the delivery process after purchasing a product. You can leverage this innovation to improve the company's supply chain visibility and customer focus. Improve transparency and build trust by providing periodic updates on the location and status of clients' orders.
Example: Gate Stop Food Deliveries optimized its supply chain visibility by allowing customers to monitor their orders from pickup to delivery. This increased transparency and drastically reduced customer complaints. Customers can also hold delivery drivers accountable for delays by monitoring all stops on the journey.
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