Building a Customer-First Culture
Listen to Your Customers
This goes without saying, but it's worth a reminder that every customer is unique and has a particular set of needs. If your customers run organizations themselves, they may have a great deal of aspects to consider when purchasing your product or choosing to work with you. Listening to what they're looking for (and what may be frustrating them) with genuine interest will help you get to know them and better understand how you can serve them. Those in the organization who work directly with customers should communicate with others on the team so that everyone is doing their job through the lens of the customers' thoughts.Keep Track of Customer Feedback & Analytics
The next part of listening is keeping tabs on what your customers want. With a large customer base, this may be a big task. One option to consider is using something like Extract, Transform and Load (ETL) tools. This is a process of extracting and streamlining data from customer interactions and creating a database that you can refer to. Doing so provides a comprehensive view of who your customers are and what they want.Tailor Responses to Customers' Needs
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Create Front-of-the-Line Experiences
Another idea that Schuh mentions is giving customers a "front-of-the-line" experience to make up for difficulties they may have encountered. Likening a customer's experience to a trip to an amusement park, she aims to treat customers to the equivalent of being able to skip the line for a roller coaster ride. Of course, everyday work situations won't be quite the same thrill, but they can please the customer in a similar way. Companies need to think about what "front-of-the-line" would mean in their specific contexts, and aim for that level of satisfaction in customers.Make Your Website Easy and Enjoyable to Navigate
[caption id="attachment_6255" align="aligncenter" width="833"]
Engage Throughout the Customer Journey
As the consulting firm McKinsey & Company advises, it's helpful to reframe your customer interactions from individual touchpoints to journeys. Business outcomes are shown to be more correlated to a customer's overall journey than from any specific touchpoints. This means thinking long-term and making sure to engage with customers across the life cycle of their relationship with you. Continuing to engage even after a purchase is finished creates lasting relationships rather than short, transactional ones.Customer-First Vision: Your Customers' Success is Your Success
[caption id="attachment_6257" align="aligncenter" width="817"]
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