The convergence of marketing, context and technology has redefined what it means to be a successful organization in the information age. To be successful, you have to be customer-centric. But what does that really mean?
It means building an organization that – from bottom up and top down – is customer obsessed. Companies aren’t successful because of a single person. Success is built through a collective people working towards a common goal. So your whole organization needs to be invested in the customer.
And saying you are customer centric and customer obsessed doesn’t cut it. It needs to be present throughout all processes and leading the charge for the way you craft your brand and marketing strategies. Strategies need to start and end with the user. UX and designs should constantly be validated against personas. The way experiences are built have the technology to empower users in their experience. Saying you are customer centric doesn’t cut it anymore.
So how does your organization actually become customer-centric?
First you have to build a foundation for customer-centricity by getting internal buy-in and creating/promoting that vision from within. From there, you have to know your users and use data to understand and anticipate user needs. Lastly, you need to have a digital experience platform (DXP) that powers the customer-centric experience and a feedback loop to continue to evaluate efforts and deliver on authenticity. As you go through the steps of becoming customer centric, you are empowering each touchpoint in your brand experience to know the user and deliver on their needs.
Want more? Don’t worry, we’ll give you more.
As absolutely fabulous agency/tech partners-in-crime, Genuine and Acquia are here to give you step-by-step guidance on becoming customer obsessed. We bring together the world of product and service, so we have a unique point of view on what it takes and we are honest about it. Because when it comes to strategy and customer experience, honest evaluation is key. And when you look in the mirror darling, we want you to look fabulous.
So stay tuned and stay engaged. Reach out. Ask questions. Expect honesty. And most importantly, stay fabulous!
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