In the previous decade, many firms have gained huge advantages via innovation – in many or one aspect of conducting the business. And one of the aspects we will discuss is a user-centric mindset.
Because of the internet, people expect features that may have never been available. They may convey their displeasure online. They rely on constant connections to people and organizations all around the globe. These folks have no intention of waiting and express no desire to do so. They expect nothing less than first-rate service throughout their whole digital journey. It is important to them that we listen to them and respond. So, how to build a real user-centric mindset?
Only 14% of marketers claim a user-centric mindset is a characteristic of their company, and only 11% feel their consumers would agree with that assessment, according to the CMO Council.
Is there a secret to the user-centric mindset that so many businesses miss? Many companies struggle to keep up with the flood of client data due to its volume, velocity, and diversity. However, not all businesses have the resources to profile and segment their clientele correctly. Others don’t have the systems to deliver tailored messages and services.
The lack of a user-centric perspective, however, is by far the most common and, perhaps, the most important barrier to customer centricity. Most businesses prioritize products or sales above customers, and customer service is often seen as secondary to other departments like marketing.
How to build a real user-centric mindset within organizations?
A customer-centric strategy and operating model can only be effectively implemented by a firm with a culture that is congruent with them and by executives that actively instill the appropriate mentality and values in their workforce.
Six steps are needed for corporate executives to do to create a customer-focused culture:
1: Encourage direct engagement between you and your consumers.
Even in so-called “back office” operations, companies must devise methods for their staff to communicate directly with consumers. After all, every worker has some effect on the client’s experience, even if it is just indirect; hence, every worker may get something by dealing with consumers to improve their understanding of those customers as well as the triumphs and difficulties they face.
Because Airbnb views its “hosts,” the individuals who rent out their homes to guests, as consumers, the company encourages interactions between its workers and hosts by mandating that staff stay in Airbnb rentals whenever they travel for work-related purposes. When staff needs to attend meetings at Airbnb’s headquarters, the firm requests that they stay with a host instead of renting a hotel room.
In addition, workers and hosts participate in an annual event together, during which they share insights gained over the preceding year and formulate strategies for the year to come.
2: Applying emotion to business operations can help you better understand your customers.
Although it’s often thrown about as a term, empathy is one of those qualities that businesses seldom, if ever, embody to achieve a user-centric mindset. So said, customer empathy is the capacity to recognize a client’s emotional needs, comprehend the motivations underlying those needs, and provide an acceptable and successful response. Even more uncommon.
Only 38% of U.S. customers agree that the person they deal with really understands their demands, according to a PwC survey.
Leaders need to do more than talk about the importance of empathy if they want to ensure it becomes an underlying principle of the company. For example, the startup Slack, which makes software for workplace collaboration, puts empathy into action. Employees spend significant time perusing customer communications and monitoring clients to develop a sixth sense of what those customers could be looking for.
To better understand their clients’ Slack use, customer service agents are urged to research and develop fictional profiles of their clients. The organization only hires support staff who can demonstrate empathy in writing, and they strictly prohibit the use of pre-written replies. The Slack team recommends nine best practices, such as “outline your use cases” and “storyboard each interaction,” to its partners that create applications for the Slack platform.
3: Making consumer feedback more accessible to everyone.
Everyone on staff must have a thorough familiarity with the company’s clientele to adopt a customer-centric attitude effectively. All workers at Adobe Systems now have access to previously restricted consumer data. It doesn’t assume that the marketing and sales teams have all the information they need about customers and expect everyone else to ignore them.
To adopt a user-centric mindset, the corporation established a new department consisting of a team of employees and customers. In addition, Adobe has provided its staff with listening stations where they may go to monitor incoming client calls. Also, management updates customer service at each and every staff meeting.
4: Employ people who put the needs of their clients first.
An organization should focus on consumers and their demands from the first engagement with a potential employee. Executives in charge of marketing and human resources work together using Hootsuite, a social media management platform.
Interview questions should always focus on the client, regardless of the sought position. This practice not only evaluates applicants and guarantees that every new employee is committed to a user-centric mindset but also sends a clear message to recruits and hiring managers about the significance of customer experience at the organization.
5: Establish a connection between company values and the satisfaction of your clients.
When it comes to client centricity, the old saying “You can’t manage what you don’t measure” rings more accurate than ever. Therefore, organizations should define and measure the relationship between culture and customer impact to encourage and equip managers to build a customer-centric culture and increase customer satisfaction and loyalty.
IBM’s chief of human resources, Diane Gherson, claims that 65% of the company’s customer satisfaction ratings are attributable to the level of employee engagement. That backs up what Gherson and her colleagues suspected: if IBM’s workers are happy, their customers will be, too.
A revolution is happening in the corporate world, and it’s being fuelled by new technology, shifting consumer preferences, and novel forms of competition.
This creates whole new hurdles for a user-centric mindset & innovation. However, I do not doubt that many business owners would appreciate the boost in morale and innovation that this provides.
We hope this article will help you answer how to build a real user-centric mindset in an organization. If you are looking for ward to build a user-centric mindset in terms of digital marketing or digital marketing – contact us at [email protected].