A business can’t be robotic. It has to be natural, it needs to be human. It can’t be the T-800 from the Terminator Series in getting the message across to a customer enquiry.
But if a business focuses on the 'experience’ of the customer, it can give headway to great opportunities for engagement and communication. Putting the customer at the centre of the organisation will be prevalent to making sure that a business knows how, where and when to focus their best attributes in how they can customise their services to new and existing clients.
It’s how we function at Callnow; we want to be front and centre of how we can suit our customers’ needs with a personal touch online. We want to be at the front line to help guide the customer in what they’d like from us, and how we can improve upon it.
But what about other companies?
Customer-centricity is a massive focus with Amazon, and the retail giant has created a culture around the customer and their ever-changing needs. Their app is a great example of this, as push notifications will appear from time to time to gently ‘advise’ customers on a product that they may be interested in from their browsing history. Front and centre it engages the customer and brings them back into the Amazon store.
With its aim to make workgroups on their app more accessible and more attractive to any user when starting a job and they first register on the company-slack, Slack essentially have no other choice than to base their business around a customer-centric focus.
When a customer reaches out to them by email or social media about a bug or an enquiry, the responses are measured by how these are responded to in a human way, rather than how many have been resolved in a day. By taking this approach, it can greatly improve how future responses can be refined or remade, to further increase the online appearance of being human.
Even though Amazon and Slack have their own way in being customer-centric, there are even more examples in how a business can support this approach online, regardless of being a bookshop, a coffee house, or a communications-app.
Net Promoter Score (NPS)
When an experience has concluded, a customer can engage with a page where they can rate how the journey of their experience has been. This can be rated between 1 to 100, or even 1 to 5. Questions can be made to be tailored around the business and the customer’s experience, and if certain aspects of the journey could be improved.
This can be an overarching theme essentially, as this relationship can be crucial in new visitors to your homepage becoming customers, and in turn, recurring customers over a period of time. This can be through social media, e-mails, and our ‘callback’ feature, to help them feel that they’re welcomed into our business.
It needs to mean something to the customer. It needs to be tailored to them, and also to help relate to them as well. Regardless of what product is being offered, it can really help to communicate to them, through a mail-merged newsletter or a chatbot, in how their business can benefit you.
Overall, it’s the feedback, the understanding, and the centricity of the customer that can help approach this online. Without it, they can feel lost, confused and a feeling that their business isn’t welcome. Making them central to the business on your website with the above examples can really help push this, and make you less of a ‘T-800’, and more of a ‘Last Action Hero’ to them.
By Jamie Brown