Many business owners, CEOs, Managing Directors or which ever title they wish to use, may think that just because they have an established brand with hundreds, or even thousands of clients, that a few sour clients would have no damaging effect on the external reputation of the business. Wrong! You see, if we think about purchase decisions these days and how they begin, a majority of them start with the internet, specifically Google. A bad customer review can be seen by every potential client on their way to your website.
This happens from time to time; a customer becomes displeased with the experience they had at a business, and those are the customers who are more likely to leave a review for the whole world to see. Let’s call these clients, assassins. They are the ones who are amplifying their bad experience to whole new levels and tarnishing the reputation of your business. These are the types of customers we don’t want to create. The ones we want are what we consider to be our raving fans, who are always telling others how awesome we really are. These are our advocates, and by taking a more customer centric approach in our business, we will create more and more advocates to spread the good word.
But how do we know where the majority of our clients are positioned? Are they assassins, or advocates? If you’re a business owner chances are you have that “gut feel”. That gut feel is telling you that you believe your customers are in column A or column B. But just how reliable is your gut feel when it comes to customer centricity? Customer centricity is one of the most important factors of any business, but valued and measured by very few.
This is what we’re going to be talking about in this episode … why it’s important to now rely on more than just your gut feel when measuring customer centricity. It’s time to start talking to your customers, analysing the data, and putting the customer at the heart of everything you do in your business.
In this episode, we are joined by Peter Turner, from Customer Frame. With over two decades of customer experience transformation for some of the worlds biggest brands & government bodies, Peter Turner and his business partner at Customer Frame have distilled all of that experience, expertise and theory into an actionable framework for SMEs. Known by his peers to tell it how it is – a maverick who can cut through the noise and make real improvements happen, Peter is passionate about customers and putting them at the heart of business, to see the bigger picture and help clients along the journey. It’s time to talk customer centricity, and why you need to be analysing the data instead of just relying on that gut feel you have about what your clients think about you.
IN THIS EPISODE, YOU WILL LEARN:
- What Customer Centricity is and why businesses need to really start thinking about it
- How Customer Centricity can assist a business in their marketing efforts
- Why it’s important to start measuring customer centricity rather than simple relying on gut feel
- The 3 different types of customers – Assassins, Apathetics, and Advocates
- The future of customer centricity in professional services.