Improving customer experience has been reported as one of the top priorities for businesses in 2012. Some companies are even adding a new C-level position to their rosters, Chief Customer Officer (CCO).
A big driver of this focus on customer experience can be attributed to the gold mine of information gleaned from data analytics. There is so much information available about consumers’ likes and dislikes that companies can analyze the data to build a better experience.
While all this information is great, companies must be cautious in how they extract and use the data. If companies extract only the information which validates their decision making, the customer takes a backseat and all the progress from this data analytics will be lost.
The bottom line is that the customer should always be the top priority for the business. Yes, businesses should be making solid, innovative products. However, if the customer isn’t interested in buying the product, then the product will have no audience. Before you consider launching a new product, you should listen to what your customers are saying and identify their needs.
In addition to offering solutions to customer needs, it’s important to ensure the customer has a great experience with the brand. If the customer, again and again, has a bad experience in your store, or with your product, or with your sales force, you can bet that your product will have limited reach. The customer experience should be top-of-mind from production to manufacturing, and from distribution to sales & support-it is paramount in cementing a good relationship between the consumer and your brand.