In life or in business, having a genuine connection with people makes one grow and strive to be better. While much of the small interactions with customers are often left to chance, the customer-centric business makes plans to make those interactions happen and flourish.

Customer centricity is an approach of doing business that focuses on providing a positive customer experience in order to drive profit and loyalty and gain competitive advantage. In today’s business setting, customers not only seek quality products and services, they also expect businesses to provide them with a satisfying experience tailored to their wants and needs. In return, happy and satisfied customers become the most influential marketing medium of the business.

While there’s no universal way to define a customer-first organisation, here are the key qualities that successful customer-centric businesses have in common.

1. They Have a Customer-Centered Company Culture

Customer-centricity is not only fostered within the four walls of marketing and sales departments. Rather, it should be deeply ingrained within the organisational culture –from the business leaders and managers to rank-and-file employees and contract workers.

Companies who focus on customer experience recognise the need for a strategy that is dependent on symbiotic across functional groups of the company. Successful customer-centric businesses motivate all their employees to work together to provide quality customer experience in an orderly and timely manner. This ultimately results in breaking down factions and silos across the company and unified focus on serving customer.

2. They Establish Communities That Grows

Successful brands who focus on providing high-level of customer experience have formed communities across different digital platforms. This means that they have followers who are willing to represent their brand to those who want to know more about the company, its solutions, and its processes.

The customer demand has significantly evolved during the past decades. They no longer want to call a customer support agent, or email support teams just to get a late response. Rather, they want immediate responses from their peers with whom they can have authentic conversations with. This not only translates to a better customer experience, but also to significant cost-savings associated with service and support.

3. They Create Customer-Centric Content

In relation to the point above, a customer-centric organisation has established a customer community that serves as their engines of word-of-mouth marketing. Not only does this community help a company save significantly on its marketing resources, it also increases the effectiveness branding efforts. Since the content is made by the actual customers of the company, prospective customers are much more likely to see the content as genuine and sincere.

And with the prevalence of social media among customers, the conversations generated by the community is permanently indexed in the digital realm and is readily accessible by anyone who wants to learn more about a brand.

4. They Have High Customer Loyalty and Brand Perception

In a study regarding customer loyalty, it was revealed that businesses that want to leverage loyalty and attract more repeat customers need to actively interact with customers. This only indicates that people seek more than just a product – they also want to feel valued by the business they spend their money with.

By fostering a community where the company and its customers can freely interact with one another, the business can generate high customer loyalty, improved brand image, and lifetime customer value.

5. They Incorporate Voice of Customer into the Decision-Making Process

Voice of the customer (VOC) describes the process of capturing your customer’s pain points, frustrations, desires, and hopes. Successful customer-first businesses use different methods to collect VOC – ranging from traditional surveys and focus groups to customer advisory council, webinars, demonstrations, and trials.

While collecting VOC can be an expensive and time-consuming endeavor, their insights will surely be proven valuable in making informed business-decisions. It can be used for product development, increasing marketing ROI, decreasing customer service cost, or improving customer retention rate. Ultimately, listening to customers and incorporating their sentiments into the overall decision-making process means better customer experience, a better understanding of customers, and ultimately increased revenue.

These are the attributes that make a successful customer-centric business. If you haven’t been taking advantage of this approach yet, then it’s time incorporate these attributes and become a customer-first business today.

To learn more about customer centricity and how it can help your business grow and succeed, contact Healthy Business Builder at 1300-833-574 or email us at