Customer centric for unbelievers

Bringing users to your business is the “million task” and depending on the current market, the fight is getting worse and worse, isn’t it? It is investment in media, influencers and others. The marketing people are in an uproar to communicate in the best way that your product is good, your service is cool and it’s worth clicking on the link or “drag to top”.

And in that, a whole strategy is created to bring the greatest number of fish to your aquarium, and when the strategy works, and we have an aquarium full of fish, the question remains: Now, how to feed them so they don’t die?

The truth is that the biggest challenge in these stages is retention, more than attracting customers. According to Kotler and Keller, companies today seek to focus their marketing efforts more on customers they already have, rather than just winning over new leads. See if you agree with them in this statement below:

“Acquiring a new customer costs 5 to 7 times more than keeping an existing one”.

Strengthening this view, Harvard Business School marketing professor Sebastian S. Kresge conducted research where he demonstrated that companies that maintain or accelerate customer-centric philosophies consistently outperform companies that do not.

Another research carried out by the institution found that a company can increase its profits by between 25% and 95%, just by increasing the customer retention rate by 5%.

With all this information, it is important to place the user at the center of strategic, tactical, technical and operational decisions. The key to business health is bringing customer loyalty.
Companies have structured their teams with professionals focused on the user experience, to spread the ‘Customer Centric’ culture and apply methodologies related to a better understanding of their customers’ behavior.

A team focused on applying this philosophy, even before any prototype or development, seeks to understand the user’s needs through surveys carried out with its customers. After this step, the entire prototyping and journey creation phase will be based on the feedback received from those who use (or will use) your products and services.

Why do or bother with all this? Well, precisely to give due importance to those who actually keep our doors open: the customers. The term “the customer is right” raised its bar not only by dictating what the customer wants, but how the customer will be handled and how communication should be carried out: through which channel, language, image, etc.

Did you notice that the product itself was in the background? Especially because today many have good products, but experience will be the decisive factor. In the face of so many offers on the market, there is no room for error, because as the saying goes: To err is human, but to remain in error is foolishness (or bankruptcy).

Now I ask you, is the ‘Customer Centric’ concept already at full steam in your business? Remember, the customer is the reason.