• Alice Brown

Client-Centricity in the Digital World

Customer centricity, the act of incorporating your customer's needs as a priority in your business strategy, has been seen as a staple of business success, consumer loyalty, and customer lifetime value. Customer centricity is what creates the layout for all stores and hospitality locations, it has attributed to the coining of 'happy to help" T-shirts for employees, and is the basis for training the person handing you coffee to wish you a good day with a smile.


While it may seem that these things aren't possible to achieve in the new digital age, where we can get virtually anything we want from our phone delivered to our door, the concept of client-centricity is in fact very well suited to the digital business model although some of the more simple aspects may be left behind.


What is the Key to Client Centricity?

Unfortunately, there isn't one get-client-centric-quick tip that can make your business boom with loyal, happy customers. It is a process, and it will be ongoing as external and internal factors affect your business and its consumers (or potential consumers) over time.


When you are a part-digital or fully digital business (as many have become during the current Covid-19 business climate, especially in the UK) it most likely means that you have adapted your strategy and accessability to your services based on the developing market conditions. Much as you have adapted your strategy to these changes, similarly you are able to adapt the traditional features of the client centricity model to your digital customer experince.


The customer centricity model focuses on 6 key aspects of creating a strategy that prioritizes the needs, wants, and experiences of those buying your product or service;


1. Feedback allows for Continuous Improvement

Gaining feedback from customers is one of the best ways to adapt your business to exactly what is in demand from your target audience. Much like traditional 'comment cards' found in brick-and-mortar stores, gaining feedback can be easy from digital platforms, many companies have multiple links to feedback forms throughout their website, apps and they usually pop-up at almost all stages in the customer journey. Taking note and acknowledging the constructive feedback will allow you to shape and optimise the CX.


2. Customer Focused Leadership

Customer focused leadership is simply another apsect of ensuring customer focus is present throughout all areas of operation, leaders should be empowering employees and processes to ensure this is evident.


3. Understanding the Customer

Understanding the customer feeds back into the first point where you are able to gain insight to, encourage, and act on feedback that is voluntarily given by consumers. Although understanding the customer also means analysing your product and service and what draws your target audience to it. Further, it is key to know and interact with your customer experince, meaning looking through your own online platform and completing actions that your customers would to ensure it is as streamlined and enjoyable as possible.


4. Metrics that Matter

Metrics and data-driven processes will support your business goals, track progress, and monitor key changes objectively, and luckily collecting data and assessing metrics has been made more acessable and easy for online platforms than ever before. But choosing which metrics are important and how you interpret them is equally as imortant to the business, this means creating the right set of metrics and its significanat values based on your business goals and what the comapny aims to achieve with its audience.


5. Design the Customer Experience

The importance of mapping out the potential touchpoints and landmarks in the CX is key to teh success of all previous steps, creating a roadmap of processes allows you to enhance and optimise various technological interactions. Looking into who interacts with which areas, methods of communication, how the process is facilitated with a focus on streamlining the process will boost your understanding of the experince and create space for improvement and as a result, higher customer satisfaction.


6. Empower the Front Line

This may seem like the least adaptable area for digital business strategies but infact having front line staff interact and respond to customers, be it over social media, feedback forms, emails or query forms, is not only important to create customer loyalty, it also adds to the image and perception of your brand as being 'readily available' and 'happy to help' (without the t-shirt), allowing for that 'instant gratification' that has become a staple in online business.



At Proteams we have an extensive portfolio of software development projects and put this experience towards empowering businesses achieve a better customer experience with the right technological capabilities. Visit the Proteams site to find out more about how we can create quality software platforms to transform your business.

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