Customer obsession can be defined by a business' continual efforts to increase value to their customers. By creating experiences such as customer loyalty programs and ease of use, businesses can practice customer obsession. This is significant because customer obsession allows for strong relationships with a brand. It allows for companies to understand their customers and for customers to feel appreciated. If a brand is able to create a relationship with their customers, it will allow for them to have more success than if they didn't have that type of relationship. Customer obsession is a good practice to embrace in the business world because it allows companies to stand out and be unique.
What is Customer Obsession?
Customer obsession is a term that refers to a company that is focused on building relationships with customers by continuously adding value to their experience. This is a core value at all successful companies, but it's a value that must be practiced and maintained by exceptional organizations.
Сustomer Obsession Checklist
✅ Analyze Customer Profile
Number one customer obsession point. It's important to understand customers and how they use your product. It's also important to know how satisfied your customer is with the service you provide. If you're an ecommerce business, you have an incredible advantage in understanding your customers because you have instant access to the data of every single customer and transaction. Sift through the customer data you already have and try to find patterns and trends! If you don't have data yet, consider building a customer feedback loop to collect data on your customers!
✅ Protect & Honor Customers Data & Privacy
Protect your customers' data and honor customers' privacy!
Number two customer obsession point. With the internet becoming so advanced, it's important to be aware of your privacy and how to protect it. People complain that companies have too much access to their private lives, but the reality is that the companies are not the ones who are seeking out this information. The users are actually handing over their own information to the companies when they don't pay attention to what they're agreeing to or just blindly click through to agree with the user agreement. A lot of the time, it's beneficial to click through, because the benefits outweigh the bad, but it's also beneficial to understand what you're agreeing to and know your rights.
This research was done by a company called Bolson. For this research they surveyed 50 individuals in the United States. These people were between the ages of 21 and 60. When the results were tallied, it came out to 56% very concerned, 28% somewhat concerned, and the remaining 18% have no concerns at all. When you read the full report, you'll see that the public is becoming more aware of how their data is being used by social media giants and other companies in the internet age. These results are alarming and it's important to know why they happened. You can also see where your privacy stands and what you can do about it.
✅ Encourage Customer Reviews
Number three customer obsession point. Reviews can be helpful or hurtful, depending on what they say. A lot of people use reviews to figure out which product to buy and which one to avoid. They can also be a way for someone to voice their opinions about their purchase and the company's service. Reviews can be important because they provide clients with a wealth of information about a product and the company. This can help the customer make the best possible decision about their purchase. Even negative reviews can be helpful, showing clients that the reviews are valid and not fake. Reviews should be examined to ensure there are no patterns of biased reviews.
✅ Implement Personalization
Number four customer obsession point. It's no secret that personalization is a key factor in getting more people to buy your products. But, this doesn't mean that it's simple to make the right decisions when it comes to choosing the best of the best for your ecommerce site. In fact, many companies find themselves trying new tools and seeing diminishing returns. Does this mean that using personalization is a no-win scenario? Fortunately, there are a lot of tools that are worth exploring and having a team that knows which tools are the best for your business can have a major impact over time. While the here and now is important, the future will depend on the tools that you have at your disposal. Use the best tools for your business and you'll see positive ROI over time.
Personalization of marketing messages is an increasingly important trend in ecommerce, and it's easy to see why. Think about the last time you had a personalized message from an ecommerce site and felt more rewarded by the experience and less likely to consider other options on the same product. Personalization helps brands show they're thinking of the consumer. With 72% of people saying they would only engage with personalized marketing messages and 90% saying they think personalization will influence their future purchase decisions, it's time to continue personalizing your marketing to increase engagement. Keep the following tips in mind when personalizing your marketing messages.
✅ User Interface Design
Number five customer obsession point. A study shows that approximately 73% of customers abandon a badly designed mobile version of the site and prefer to buy from high-quality mobile optimized websites that make their shopping experience easy and pleasant. The study found that the average website was found to be lacking in many ways. This included things like screen size and format, unclear content, confusing navigation, images without descriptions and lack of responsiveness. This showed that the majority of websites were not doing a good job of making their sites easy to use for their customers. It is important for businesses to fix the major problems that were found in the study. A mobile site that is easy to use and allows customers to find what they are looking for quickly increases their chances of converting a customer from a viewer to a buyer.
✅ Don’t try to fool your customers
Number six customer obsession point. You wouldn't want to send your best friend on a wild goose chase, would you? That is why when you are in business, you should treat your customers like they are your friends. That means letting them know where you're located, what hours you're open and answering any questions they might have honestly, promptly and politely. Do not hide additional fees—if your customer has to pay for something extra, such as shipping, be clear about it.
When you're running a business, it's important to always treat your customers well. The best way to do that is to work alongside them! While you can't be their friend, if you treat them like a trusted one, you're increasing your chances of having a positive business relationship. Also, make sure that you're not deceiving people with your content. If you're telling people that your product does one thing and it does something completely different, you're going to have trouble receiving positive reviews.
✅ Invest in Customer Service Experience & Tools
Number seven customer obsession point. The more you invest in your customers and customer support and service experience and of course customer support and service tools, support software, the less problems you will have. Invest in your employees, invest in your resources, and invest in your time. The more you do, the better the quality of your company.
Investing in great customer support software and customer service can be a huge payoff. If a customer has a problem with a business or product, and gets a good experience, they are much more likely to come back and do repeat business with that business. When a customer is disappointed, and the company does a good job of fixing that, the customer will be more loyal to the business in the future. A customer that is happy and satisfied with the product or service is more likely to tell others about that experience, which can expand the business even more. If a company invests in customer service and has a good experience from that, the business can see a huge pay off in the future.
It's important to stay up to date on trending technology. As right customer service technologies can make your customer happy and satisfied. Keeping up with these trends can help you grow your business and increase profits.
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✅ Customer Feedback & Surveys
Launching any kind of business is difficult. You need to consider how to get more customers, how to keep them happy, how to make more money so you can stay in business, and so much more. One of the easiest ways to do this is by using surveys to get feedback from customers. When you receive responses, you can fully understand what went wrong and what went right. If a customer had a poor experience, you can find out why and find a way to fix it for future customers. If a customer had a good experience, you can find out why and implement that into your marketing strategy. No matter if you use surveys for customer service or marketing, they're extremely useful. It's important to have a plan in place to close the customer feedback loop so you can get the best results.
Delivering a great customer experience with customer obsession is how a business can differentiate itself in the marketplace, creating more loyalty and advocacy for the brand. Gone are the days of being satisfied with creating a product or service and assuming customers will automatically buy. Instead, customers are more informed and savvy than ever before, and actively shopping for the brands that deliver the best service.
We’ve spoken a lot about the benefits of being customer-obsessed that you may be thinking that it sounds like a whole lot of work. And maybe it can be. But remember: If you aren’t customer-obsessed, someone else is. And that someone else is most likely your competitor. And they’re taking all of your customers! Customer obsession is the key!
Hey 👋, do you want to learn what Customer Appreciation is? Check out this article 7 Key Customer Appreciation Ideas & Strategy (2022 Guide).