If you look for information about customer orientation you will soon find that it is a strategy implemented by businesses to achieve customer loyalty. However, for some organizations customer orientation in a company is much more than that, it is a philosophy, a vision and a way of being and acting in the business world.
Thus, companies that practice customer orientation understand that business will not succeed unless they put the customer first.
In this post you will see why customer orientation is important and what differentiates businesses with this philosophy. We will also give you some tips on how to train your employees in customer orientation . Finally, we will show you what both internal and external customer orientation is about.
Shall we begin?
What is customer orientation in a company?
Customer orientation in a company must be present in all its areas; from customer service, sales, marketing - which deal with external customers - as well as in the rest of the sectors, those that work with internal customers .
Customer orientation must also be present in the institutional mission and vision as well as in the corporate culture.
In this sense, customer orientation is based on putting the needs and desires of customers before the company's profits.
Why is customer centricity more important than ever? Because customers will spend more with companies that consider their needs and desires when making decisions.
According to data from Zendesk’s latest Customer Experience Trends Report :
98% of customers will spend more with companies that offer their preferred option for contacting customer service (e.g. chat).
96% will spend more with companies that assure them they will not have to repeat information.
97% will spend more with companies that personalize the customer service they offer.
96% will spend more with companies that allow them to find answers online without having to contact anyone.
As you can see, creating a communication flow with customers that takes into account their preferences and behaviors is a great way to adopt a customer-centric approach.
As you can see, customer orientation has to be present in the DNA of companies, starting with culture. Do you know the types of organizational culture? Which one would you implement in your organization?
Benefits of customer orientation in companies
Now that you know what customer orientation is in companies, we show you the main benefits of adopting this position.
Did you know that it is up to 7 times more expensive to acquire a new customer than to retain an existing one? Increasing your retention rate by just 5% can increase your revenue by 25% to 95%.
If the data in the above report proves anything, it is that customers are loyal to companies that provide them with exceptional customer service.
Customer orientation generates loyalty
Good customer service that indian numbers phone also collaborates with sectors such as sales and marketing was listed by 57% of customers as one of the attributes that make them loyal to a brand.
Customer orientation allows you to improve your products and services
Putting your customer first means that you are willing to listen to them and receive feedback. This information is very valuable when it comes to optimizing processes, adopting new communication channels or even improving products and services to make them more efficient and adapted to consumer needs.
This brings with it a set of additional benefits, such as:
better brand perception;
greater loyalty;
increase in word of mouth advertising;
personalization in care;