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Cloud Blog – How to Build a Customer-Oriented Company
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How to Build a Customer-Oriented Company

Customer-oriented work is a critical component of organizations engaged in various branches of production and services. It is necessary to improve the rating and increase profits of such a business participant.

It would be best to have a specific strategy to meet customer needs, which requires in-depth knowledge of service principles. It is necessary to follow precise rules and persistently pursue the goal for your company to gain customer orientation.

This article will discuss the main approaches to attracting customers and building a competitive, flawless service that meets their needs. In addition, we will look at specific examples of customer-oriented approaches successfully implemented by well-known major corporations succeeding in the market.

The concept of customer service orientation

Considering the customer’s interests implies a priority solution to his problems. At the same time, the company puts other issues on the back burner. Supporting the customer’s needs should be the main task of an organization engaged in selling goods or services. However, the solution to such a task should be economical enough to optimize existing costs.

Some business participants see maximizing revenue as the only valid goal, forgetting to consider the needs of their customers. Focusing on profitability and increasing the number of branches, many people leave it to the end customer to determine their needs and make losses. Another common mistake of managers is overemphasizing the product being produced or sold. If the company does not pay proper attention to its customers, all their efforts, as a rule, come to naught.

It is necessary to clearly understand that any entrepreneurial activity is only possible in the consumer market. Therefore, the leading companies have met their customers by providing them with significant support. A strategy based only on effective sales and modernization of the product offered is often unprofitable.

Business owners who have realized this truth build their businesses solely based on customer service orientation.

In this regard, the employees of departments engaged in customer support have a special responsibility. After all, a team’s success that has decided to orient its needs to its customers entirely depends on its efforts. Not only those who interact with customers by their profession but also all other company employees should be involved in this task. To successfully implement a customer orientation approach in an organization, it is necessary to:

  • find out the primary needs of buyers of goods or customers of services in your market segment;
  • identify the most critical customer preferences;
  • identify the role of customers at specific stages of your company’s business;
  • establish full communication with them to directly clarify their expectations and needs;
  • provide customers with the products or services they need.

When solving any problem, always consider your consumers’ interests. Your efforts will undoubtedly pay off, and you will quickly increase your income.

Examples of successful customer orientation strategies

The best way to get your business moving in the right direction is to learn about examples of organizations that have already implemented a customer-oriented approach. We look below at a few well-known large companies that have adopted a customer-oriented strategy and achieved tangible success.

Netflix strategy

Netflix’s merit is that its leading specialists developed and successfully implemented an effective and win-win strategy for dialogue with customers that quickly identifies their needs. Finding out the buyer’s desires at the time of purchase is much better than simply allowing them to buy and leave.

Netflix successfully addresses customer needs and creates a stable customer audience using a combination of advanced customer-oriented strategy approaches.

During its existence, the company applied a number of effective strategies, the essence of which was to:

  • apply more intelligible interface descriptions;
  • reduce media delivery time by offering more distribution points;
  • improve the quality of video productions delivered to clients.

Of course, this customer-centric mindset even extends to customer service.

UPS – a great way to win in the competition

At the end of the last century, the UPS company began to feel intense pressure from numerous competitors in the market. In addition, customers wanted to receive goods using fast and convenient delivery. Due to this fact, the corporation had to retool itself to satisfy the desires of numerous buyers. To understand where to improve, UPS had to study in detail what their customers were usually dissatisfied with.

More than a dozen profile groups were created for this purpose, the main task of which was to conduct such a search. As a result of each group’s activities, a new standard in service delivery emerged. So, UPS was able to successfully change its business tactics to take into account the needs of the direct customer.

The core of UPS’s strategy is to understand what customers need deeply. Client orientation makes it possible to offer exactly the product that they really need. In this way, the company increases its profitability and creates all the conditions for increasing demand for its product, focusing on a satisfied consumer.

Ritz Carlton and client orientation

It is a well-known chain of luxury hotels that has succeeded by providing impeccable, quality service to its clients. The organization is famous for its respectful attitude to the guests and the desire to meet their needs for comfort and well-being. The corporation’s employees tried to consider everything, from their hobbies and food and alcohol preferences to the desire to celebrate a holiday or anniversary date to achieve their ultimate goal.

At the same time, the essence of customer orientation examples was not only in accumulating such information. Ritz Carlton employees had to take specific actions. Each received a sum, sometimes as much as $2,000, for successfully resolving a situation. The employee could use this money more than once if it helped eliminate customer problems and make them feel comfortable with the service provided.

Therefore, customer orientation is about more than just identifying the customer’s preferences and inclinations. It is also about skillfully putting this information into practice, giving the customers exactly what they want.

The main principles of customer-oriented strategy

As mentioned above, a company can only meet the needs of its customers by effectively finding out what those needs are. So, to answer the question what is customer orientation, you first need to find out the true desires of the consumers of your products or services. Customers will increasingly get what they want once this task is accomplished. As a result, your products will have a reasonably high customer demand. The company must adhere to a few main principles to quickly learn about customers’ preferences. They will be described in detail below.

Focus on feedback

It is necessary to find out from customers the opinion about your service. Then, you will know what you can do to make your service more effective. There are many ways to do this. The easiest option is to send customers a particular CSAT survey showing their satisfaction with your company’s activities.

As part of creating customer service orientation, users should be able to evaluate the manager’s performance in points. Implementing a particular form where customers can randomly leave feedback on your company’s work, describing its strengths and weaknesses is also not superfluous.

Set real tasks

You can solve the problem of improving service after viewing specific customer feedback. It is necessary to give additional training to managers with a relatively low average customer score. It is also worth paying attention to the ways of interacting with customers and choosing the most appropriate ones. For example, if you see that customers are more willing to communicate with you in live chat, you should pay more attention to customers who choose this method of communication. In the long run, you can also abandon communication methods with customers that are no longer in demand today.

Always look at what people write about the company on social networks

It is possible to find out opinions about your organization, not only by sending surveys. You can also get a lot of valuable information about your service’s main pros and cons on social platforms. When searching for reviews on social networks, you should pay attention to the following:

  • dissatisfied statements and open complaints from customers;
  • questions that customers ask about your product;
  • other service issues.

If you find that different customers repeat the exact wishes, then these are the ones you must consider in your error correction efforts. Only then will your actions have a sufficient effect, and your customer orientation strategy will start to bear fruit.

Be tolerant of customer dissatisfaction

Consumer complaints are not always fair. But in any case, you should listen to the dissatisfied customer and thank them for their comments. Only charge for consulting services if their provision is your main profit. If you want your employees to respect the interests of consumers, set an example for them by appreciating their work and individual qualities.

In addition, it is necessary to establish full contact between your sales team and your company’s customer relations department. These two departments need to share common objectives and effectively achieve their goals. Above all, they should apply common customer-oriented strategies.

The success of your business hinges on how well you onboard new customers. Explore this article on creating a client onboarding process that builds loyalty and satisfaction from day one.

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