Customer Centricity: Know your customer

Why is customer service often so disappointing for the emancipated client?

I guess there’s a secret pact between customer service agents worldwide. They all assume the world is filled with pranksters and criminals, pretending to be clients of a company while they’re actually fulltime schemers.

Suspicious minds

Oh, the suspiciousness in their voices. Longing for better times, with two-step authentication, blockchain tracking and mandatory retina scans before someone can claim they actually bought the EKB5 boiler model they already fixed last week.

Maybe it’s the company’s CRM going loco. Not triggering anything when entering my name and phone number, sentencing the operator to looking at a blank screen.

Do you know who I am?

So, for the hundredth time, you answer questions, allowing them to retrieve the pieces of the puzzle. Identifying you in a pool of thousands of other clients. Feeling extremely good about themselves when they do so within a timeframe of 5 extensive questions.

Oh yes, not being recognized is the summum of customer experience these days. And for the record: that’s sarcasm right here.

From Louis Vuitton to Jim’s Big Bold Boiler Shop

This advice goes for any business. From the Louis Vuitton shop where you spent a fortune over the last 20 years, expecting the whole team to be able to identify you from yards away, putting your favorite model on display before you even enter the store. In every branch, worldwide. In every one of the 460 locations and by every one of the 121.289 employees.

It also goes for Jim’s Big Bold Boiler Shop. When you contact the service mechanic, he should be able to tell you that you already bought 3 machines at his store, and that you’ve been using one functionality way more the another one.

Here’s what you should know

The absolute minimum is knowing what was sold to a client, what info was made available and which arrangements are in place in the field of service and support. If you don’t know these things, you’re in serious trouble.

To top it off, you should know when your client visits your website or other digital channels. What he looked at and what he shares about you on social media.

Customer Centricity: That’s the goal

Customer advocacy is the first step of customer centricity. Persuading your clients and prospects that you’re the right partner for them. That you appreciate them, know them, value them. Only then, you will open the gates to customer advocacy.

Do you see the possibilities?

Talk to one of our consultants or take the CPI Sales Test.



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