Transforming Your Business to be More Customer-Centric

If you want to build a customer-centric business, you’ll need to focus all of your activities on the customer. This means your operations, sales, and service will be focused on meeting all of your customers’ needs. It will also be focused on improving your relationship with your customers not only from pre-sale but most importantly, after the sale.

Businesses that are customer-centric support customer satisfaction. They are also focused on understanding their customers and their sales journey, making them central to the business. As an experienced business coach, here’s some advice on what you can do if you’re to transform your business into a customer-centric one. 


Know what your customer needs

It is hard to provide your customers with the right product, service, or even buying experience when you do not understand what they need. My advice as a business consultant is to always try to put yourself in your customers’ shoes. It is easier to understanding appreciate their journey when you empathise with them.

All the interactions that customers have with your business can constitute the overall customer experience. It will be most helpful if you look into the whole customer experience process to get a gist of what customers go through the moment they feel the need for a product, purchase it, and then use it.

It does not stop there too. You also need to find out exactly what happens when your customers find themselves in situations where they need support and help in relation to the products they have purchased. This is crucial since it can open up opportunities that will allow you to improve your products to promote even better customer satisfaction after sales.

Businesses that are focused on customers are not just intent on cold-calling their prospects to find out if they have a present need. A business consultant can easily recognise a truly customer-centric business since they are well-entrenched with recognising the needs of their customers in every stage of the buying process. They recognise these needs and make them an opportunity to offer something that will improve their customers’ buying experience. 


Know the buying cycle of your customers

It is always easier to map out a buying cycle for your customers when you are well aware of their needs. Having been in small business consulting for years, I have learned that defining a buying cycle can help a business optimise the manner in which they communicate with customers. This is crucial if you are to make the sales process as effective as possible.

To optimise the sale process, start by creating a profile of what the ideal customer is. Once you have a clear picture of what your target audience is, share this with the marketing, sales, and account management team. Gather feedback from your customers to successfully identify what they need from you as far as customer service is concerned. Take note of this feedback and do what you can to incorporate this in your service and product delivery moving forward.


Create a map of your customer’s journey

When you have identified who your customers are and what their specific needs are, it is time for you to build your own customer journey map. This helps you visualise the buying journey that your customer goes through. A customer’s journey starts from the initial consideration step and ends in that stage where they finally make the purchase decision.

Note that customer journey maps are expected to change over time. As more information regarding your customers’ needs come in, you can slowly have this new information incorporated into the map. It is advised that you add more stages into the journey as you get to know your audience better. You’ll be surprised at the amount of insight this provides especially when it comes to staying in tune with your target audience. In turn, this will help you tweak your services and products to reflect the necessary improvements.


Encourage sales through information, tools, and content 

As a business coach, I have always encouraged clients to understand the behaviour of their prospects. A good understanding of this will put you in an excellent position to have these need addressed effectively, no matter what stage in the buying journey they are. Being proactive even during instances when customers would generally not think if you as a solution is one way of achieving this.

Sometimes, companies tend to focus more on selling that they forget to invest enough time to really understand their prospects. Any sales or marketing campaign will be more effective when the needs of the prospects are taken into account. Offering a complimentary service or product to what you are really selling is always one sure-fire way of enhancing the buying experience.


When you go the extra mile, customers will always see that. They will appreciate that. When they find that you are offering convenience that other similar providers in the market are not extending, you can effectively edge out the competition. At the end of the day, that can result in better conversion.