Articol de: Constantin Măgdălina, Emerging Trends & Technologies Expert
• External actions to increase customer focus. According to the CEOs, in order to be more centered on the consumer, the company must offer products at prices deemed fair by the consumer (57%) and create an emotional bond with consumers (53%). Financial Directors say it is important to minimize communication with each consumer (38%) but also to reward consumers in the most relevant way for them (28%).
• The teams involved in budgeting for customer-centric initiatives. CEOs say they involve the sales department (74%), the finance department (72%) and the marketing department (62%). Financial Directors turn to their own financial department team (85%) and then involve the sales team (79%). Still, only 62% of general managers and 71% of financial directors say they have a budget for customer focus initiatives.
• Methods to budget for customer-centric initiatives. In order for the company to be more customer-centered, CEOs say the budget is put together by aligning departmental targets (37%) and setting up a dedicated budget for customer-centric actions (17%). While Financial Directors (30%) say they prepare the budget by focusing on the „customer lifecycle” (acquisition, retention, loyalty, etc).
• Actions for better understanding the customer needs. In order to know better the customer needs, 48% of the General Managers look at the analysis of the most frequently encountered problems reported by consumers. For 47% of the Financial Directors, the most relevant is to centralize all product / customer information into one database and then analyze this information.
• Methods of measuring the quality of consumer experience. For CEOs, the first criterion for assessing the impact of client-centric initiatives is measuring customer satisfaction (72%) while for the Financial Directors is the cost associated with the consumer-generated revenue share (42%). The main methodology used for this purpose is VoC (voice of the customer), preferred by 47% of CEOs and 56% of Financial Directors.
The regulatory requirements and the multiplication of information channels have recovered in favor of the customer the information advantage previously enjoyed by the companies. Customer focus has become a priority for all companies. Aligning and delivering products / services around customer needs is the most powerful way to increase the value of the company.
Foto: Pixabay
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