Thursday, November 10th, 2016 | 3 min read
You might think that your company is customer-centric, and while it may be on the right track, there is often a fundamental disconnect between what companies and customers consider a good experience. Case in point: 80% of companies believe they deliver superior customer service, but only 8% of customers feel the same way.
Social media has changed the rules when it comes to how consumers learn about brands, form opinions, buy products, and provide give feedback. “We know there’s been an absolute explosion in connectivity across different devices, touchpoints and channels,” said Rob Peacock, Sprinklr’s global vice president of strategic alliances.
Indeed, this shift has transformed the way people interact with brands and enterprises. No longer can companies simply disseminate their message through broadcast marketing (like print or TV advertising).
Nor can they rely on themselves to be the sole provider of that message, given the expectation that brands can—and should—interact with their customers.
The rise in user-generated content (UGC) points to another important shift: Customers consider recommendations from other people to be more legitimate and trustworthy than those from the business itself.
And if consumers are more likely believe the opinions of friends—and even strangers—before your company, it’s time to make some fundamental changes and transition from being brand-centric to customer-centric.
To put your customers first, you need to understand who they are and what they value. Once you have a 360-degree view of them, you’ll be able to delight and retain them, and hopefully turn them into enthusiastic brand advocates.
You probably have most of the tools necessary to become a customer-centric company: CRM and content management systems, a commerce engine, and a constant social media presence. The challenge lies in bringing all these tools together to reach your audience with the right content, in the right location, at the right time.
“You need to be able to receive the insights, make intelligent decisions, and be proactive in all of your activities with the end customers,” Peacock says. “And ultimately that has to be put in place with instrumented technology that is measurable and gives you key areas of insight and success about how you work.”
To that end, it’s vital to have an integrated solution—one that is scalable, insightful, intelligent, automated, instrumented, proactive, and secure.
And with that, how do you bridge the chasm? Doug Palmer, social business practice leader at Deloitte Digital, discussed the components essential to making that leap: a system of engagement, executive sponsorship, change agents, unified strategies, and teams and workflow.
“I think these are the four things people need to think about and make sure they’re addressing as they try to make that shift from the left side (brand-centric) to the right side (customer-centric) and become very customer-centric and customer-first.”
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