Customer service and organizational culture are two topics that are widely discussed in the business world. People tend to see them as two separate concepts, but do they meet at a point?
Customer experience is an important differentiator in today’s economy. The same applies to organizational culture, which can affect employee productivity. When you combine these two, you get an organizational culture that puts customer satisfaction at the center.
Companies with world-class customer service outperform others by up to 80%. Therefore, a customer-centric culture brings many benefits to an organization. Unfortunately, many organizations fail to see these benefits or the purpose of a customer-centric culture.
Indeed, many organizations use slogans in their influencer marketing campaigns to emphasize that “customer satisfaction is our number one priority”. But they do not implement.
In reality, their priority is most likely their profitability. However, lasting profitability depends on customer satisfaction. Therefore, you need to pay attention to it, understand it and make it a part of your company culture.
What is a Customer-Centered Culture?
Customer focus means putting customers first in all your business operations. It involves putting your customers at the center of your business. You make customers your number one priority and everything else (including profitability) follows.
Recently, there has been a power shift between brands and customers. Customers are more selective about the brands they patronize. Conversion metrics ](https://www.luckyorange.com/blog/posts/conversion-funnel-metrics) show that brands with good customer service gain more customers.
Image source: Oberlo.com
Customer service includes providing an enjoyable experience for your customers. In other words, your customers should be happy and satisfied doing business with you.
Creating a customer-centric culture involves directing efforts, resources, and policies to keep customers happy. The good thing is that it is the best way to increase your customer retention.
However, building a customer-centric culture goes beyond attending to customer questions or resolving complaints. It involves absorbing a philosophy, developing a mindset, and developing an identity. Culture represents a way of life. Therefore, your organization’s lifestyle should reflect a commitment to customer service.
With all the above points in mind, let’s now answer the question – how do you create a customer-centric company culture?
How to Build a Customer-Focused Culture in Your Organization
You should not give your customers any reason or excuse to complain about your services or products. But it shouldn’t end here.
Make customer service a way of life and build an identity around it. Below are some of the best practices to follow when implementing a customer-centric organizational culture.
Provide Top Quality Service/Product for Money
The most basic form of customer service is to offer high-quality service or products for money. Offering the highest quality products/services is the easiest way to delight customers. In many cases, customers complain that they are not satisfied with the quality of the products they receive. By offering the best quality products/services from the very first moment, you can avoid a cold relationship and gain the loyalty of your customers.
While most companies have good reports on service quality, there are still scenarios where companies cut corners to cut costs. Cutting corners can save costs, but often also affects the overall quality of the product. Offering low-quality products or services is a bad culture that shows a lack of customer care. Make quality service a company policy and stick to it.
Image Source: Super Office
Show True Empathy
Increasing empathy efforts; Be mindful of supporting customers and turn those habits into a culture. Empathy involves caring for people, in this case your customers.
Empathy puts you in a position of understanding. You can relate to your customers’ emotions and respond appropriately. Therefore, some degree of empathy is an important aspect of genuine customer service.
There are many ways to show empathy, but it all gets easier when you adopt a corporate culture that encourages kindness. Create a culture that encourages support among employees and towards customers. For example, you can use a phone number forwarding service that forwards directly to employees and makes it easy to resolve customer queries. By letting customers avoid the queues, you show them that you value their time.
Part of empathy includes a willingness to compromise company policy for the sake of customer satisfaction. Always be willing to adapt to the ever-changing needs of customers.
Encourage and Always Act on Customer Feedback
You can create an efficient customer-oriented culture behind customer feedback. Often times, you need enough information about customers’ preferences to develop an effective customer-centric culture.
63% of customers expect businesses to know their unique needs. That’s why you need to know your customers’ wants and needs and then come up with plans that will satisfy them.
For example, what are your customers saying about the software update of your video calling app? You can use this feedback to measure customers’ opinions and make improvements based on them.
Sometimes, simply getting and acting on customer feedback lets you shine a good light on customers. The thing is, very few people make the effort to review customer feedback and make adjustments. Often, adjustments may require you or your employees to rotate or change operational strategy. But doing so shows that you care about your customer’s satisfaction.
Image Source: Salesforce
Always remember that you are dealing with people in every customer-facing aspect of your business. Your customers will no doubt appreciate that your brand treats them as people rather than leads or conversions.
Your customers want to establish a cordial relationship with you. To improve future customer interactions, you should learn how to record phone calls and use great calls as templates for agents. Likewise, you can analyze difficult interactions with customers to coach call center agents.
Sales are essential to the continuity of your business, but so are your customers. If your customer retention rate is poor, your business won’t last long. Prioritize sales, but not at the expense of building a good relationship with your customers. You can start by using effective email marketing tools to create regular correspondence with your customers.
Via emails, you can check in with your customers, send holiday greetings, offer discounts and create a catchy awareness. Use a newsletter generator to send important information, promotional offers, and communicate consistently with your customers.
Train Employees to Deliver Better Customer Service
You cannot create a solid organizational culture with uninformed employees. Your employees make up your organization and will be the ones who interact directly with customers. So it only makes sense that they have enough skills to provide excellent customer service. When skills are solid and used consistently, they automatically become a culture.
Encourage your employees to develop their customer service skills by:
- Developing active listening skills
- Using positive language during customer interaction
- Finding common ground with the customer
- Using tools that increase customer service efficiency
- Taking responsibility for mistakes
When hiring, hire people who show an interest in customer service. Choose individuals who are always willing to do the right thing by customers. Such individuals will fit well into a client-centered layout. You will be able to implement a customer-focused culture with like-minded employees.
Create a Culture of Care
Business is not just about profit. It’s not just about sales strategies to increase your revenue.
Business is also an opportunity to make connections, serve your customers well, and solve their problems. Build a culture that not only cares about yourself, but also about the other man. Develop an organizational culture that cares about customers and you will definitely be rewarded!