Customer Focus in Business

Understanding that a customer has needs when using a good or service can allow a business to identify marketable opportunities for increasing profitability or maximizing revenues. For a large portion of customer focus, its about communication.


Small Breakdown of developing customer focus.

A customer focused approach can be adopted by many aspects of a business, such as;

  • Sales
  • Management
  • Location
  • Customer Service
  • Marketing
  • Growth and Extensibility

Many customers will have different needs and goals and there are many aspects to a business that may need to change to adopt a customer-first approach, but the payoff is;

  • High Customer Retention
  • Long Term Commitment
  • Greater Profitability
  • Greater Customer Satisfaction

However, adopting such an approach may also have some negative business consequences;

  • Increased Spending
  • Increased Overheads
  • Increased After-Sales spending
  • Immediate responses and on-site negotiation
  • Lower Profitability
  • Harder Automation or lack there-of

Providing a Customer-Focused Approach to Sales

Giving the customer what they want is paramount to ensuring a customer-focused approach. Customers usually can appreciate a hands-off approach to getting things done and are usually willing to pay extra for it. Providing a service that is better than the competition or providing greater pre-sales support increases, for example, through online-chat or in-person representation allows the business to increase their potential to close a sale and provide the customer greater satisfaction in their choice.

There are many ways to provide a custom approach to sales;

  • Offer a product that is superior to competition – If your business is able to deliver a product better than the rest, you can capitalize on its potential to increase the customer’s satisfaction.
  • Use Marketing that drives the customer toward package solutions – providing a complete service, rather than a means to an end will allow for greater satisfaction, and as a by-product greater opportunities for increased added value.
  • Guide the customer – Inform the customer of any regulations or licensing that they may need, arrange to set that up for them as part of the service.
  • Offer tertiary products that complement their purchase.
  • Provide Pre-Sales service to ensure the customer is satisfied through demonstration or information.
  • Understand the customer’s stated clear needs and objectives to provide a product they would be satisfied with.
  • Know when the customer is ready to talk, and when they aren’t.
  • Exceed the customer’s expectations.
  • Develop relationships that the customer values.
  • Offer solutions to suit the needs and concerns that the customer may have before purchase.
  • Don’t be passive. Engage with the customer
  • Ensure customers receive what they ask for and gauge success

Offering a way for the customer to reflect their satisfaction, through survey or metrics will allow a business to identify where they achieve, exceed or disappoint the expectations of the customer.

Providing a Customer-Focused Approach to Management

A large part of Customer Focus for management staff and management, in general, is providing proper training for staff to fulfill the needs of the customer above and beyond their expectations,

  • Management shouldn’t be a roadblock between the customer and the sales staff. Provide a framework that can be followed such as a budget or develop routine customer stories.
  • Provide training to ensure the sales staff know what isn’t allowed.
  • Use appropriate means of communication, don’t push for sales.
  • Have measures in place to prevent abuse, A case study about continental found on average the lowest value customers whose flights were delayed were receiving the highest compensation.
  • Know your market segment and the needs of the customers, if a customer does not care about your values as a business, you need to change to be competitive.
  • Provide staff with a view to the customers’ interests and an incentive to stick to it.
  • What is the best way to collect customers’ responses and respond to issues?
  • Coordinate your teams as a group with clear ground rules and goals but don’t alienate the customer

Providing a Customer-Focused Approach to Location

When a customer wants a product or service, they may be willing to pay more than the going rate for convenience, more-so due to the new market for app-based food deliveries and same-day online shopping. Having the customer see your storefront when they need to is a perfect situation for both parties.

Many businesses also opt to help the local community and sponsor community projects.

References;

Aidan Crane

I am a software engineer with a passion for business and information systems, FMCG, management and electronics.

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