We all know this by now that organizations must focus on being customer-centric in order to come out on top. Most customer experience leaders believe that customer centricity starts with the customers always. But they tend to ignore the importance of employee behavior in building a customer-centric organization. We are sure that inculcating the OPACE of customer-centric behavior in employees first would help any organization in ensuring customer delight at all times. Here is what it stands for:
One of the most important customer-centric behavior is taking ownership of getting things done. There is nothing more frustrating for a customer than when told something will be fixed and it never happens. Indeed, the ownership of resolving a customer’s issue does not rest with just the front line employees, it is the responsibility of each and every person in the organisation. It is only when everybody delivers their part, can a customer issue be resolved efficiently.
Patience is a virtue, they say. It is one of the biggest assets when it comes to dealing with customers. No matter what, employees should never lose their cool with a customer. At times, employees have to face rude disgruntled customers and it’s easy to lose control in such situations. But the best way to deal with disgruntled customers is behaving patiently, apologizing, and committing to resolving the issue, not blaming the customer or screaming back. And certainly, not the way Seinfeld’s Soup Nazi behaves with his customers.
Employees need to look up from their scripts, computer screens, or mobile phones and listen attentively. Do not jump to conclusions or be too eager to offer a known solution without hearing out the customer. More wrong is done by offering a solution that the customer doesn’t need. Coaching employees to not run by the script, listening closely to customers’ complaints, and using common sense when dealing with difficult issues could go a long way in building a customer-centric culture.
Prompt and frank communication is key to building trust with customers. In the age of social media and omnichannel customer relationship management, communication plays a vital role in building a customer-centric organisation. It is extremely frustrating for a customer to raise a complaint and not hear from anyone for days. Such a behavior shows that you don’t care about your customers. Ensure that employees are adept at using a variety of communication channels to deal with customer concerns. Along with omnichannel marketing and sales strategy, build an omnichannel customer support strategy too.
@fransgaard Really sorry to hear this, is there a reason why the date has been pushed back slightly? VP
— Virgin Media (@virginmedia) 5 June 2013
Source: Robert Fransgaard
Much to his surprise, not only did the Virgin Media team replied to his tweet promptly, but also a representative named Dan offered to be his personal point of contact until his problem was solved.
Last but certainly not the least, employees should empathize with customers. Customers are human too, they are not just the medium through which your organisation makes money. Employees need to remember that they too are a customer at some point each day. Therefore, they should always think from the customers side and do what is best for them.
What other customer-centric behaviors do you propagate in your organisation? Do let us know.
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