No matter what business you’re in, it pays (literally!) to be customer-centric. Whatever you do, you have customers, and understanding their needs and preferences is part of your responsibility to them. Why? Because part of any customer’s expectations of someone with whom they do business is that their needs will be met and that they won’t be disappointed unnecessarily throughout the process. This is implied, of course, but those businesses who fail to meet their customers’ needs and who disappoint them will not keep their patronage for very long.
In the casino industry of late, there has been a lot of talk about how to engage The Millennials in bricks-and-mortar gaming. Most of the articles I’ve read on the topic say something like this: ‘The adults of the digital age have come to expect a personalized experience. They prefer interactive entertainment and seem more likely to play table games or forgo the casino entirely and play on a mobile device. These preferences seem to be based on their online experiences in an increasingly connected world.’ So it follows that understanding this generation and meeting their expectations and preferences would give the savvy, customer-centric casino operator an advantage over his competitors who do not. This is true of many businesses who find themselves striving to remain relevant to a younger generation.
In retail, buyers and sales clerks need to be customer-centric in order to understand what their customers hope to find in their stores and provide that. Salespeople anticipating a shopper’s needs by observing body language and actively engaging them in conversation is a customer-centric practice with real value. Unlike in casino gaming, a retail operation with a customer-centric focus is not appealing to just one desirable segment of their potential customer base. Stores benefit from successfully engaging with patrons of all ages and socio-economic strata…and will earn their repeat business.
In B2B settings, being custom-centric is even more important, because providing the product and/or service you offer is an act of faith in your business on the part of your clients. Being both proactive and appropriately reactive are beneficial in this world, by first offering the best product or service you can at a reasonable price and then by understanding the business problems of the customers you serve. Doing this well will keep them with you even without long-term contracts…they will stay because you “get” them. (Again, the principle applies to most kinds of ventures.)
For those who work in service industries, much like in the casino world, understanding the individual in front of you and providing them the best possible experience is a game-changer. Whether it’s in a hotel, a restaurant, a sports arena or a movie theater, each of your customers has come to you with an expectation of their very own. It’s up to you to meet that expectation. Automatic assignment to one’s favorite room, a sample taste of a new dish, acknowledgement of the next person in line, treating people with professional familiarity when you’ve learned who they are, all these kinds of behaviors will set your operation apart from those of your competitors if you’re doing it right. It’s basic customer service, but with the personal touch.
So why is customer centricity an important component of any business? Because it buys you more business. Inexpensively, easily, manageably bought repeat business. It gains you customer loyalty because you have shown that your operation is worthy of it. I agree (in part) with Sir Richard Branson’s assertion that creating happy employees make it easy to create happy customers. I suggest this addendum: Empower and encourage your employees to conduct your business in a customer-centric way. Reinforce positive outcomes, address performance weaknesses, and you’ll have a winning combination.
Customer centricity is important because it is the best way to get, delight, and keep your customers. If they know you are willing to understand and accommodate them, they will reward you with their ongoing loyalty. Use analytics to ensure you’re applying this appropriately across your enterprise, and your customers will reward you with greater profitability. Then everybody wins. Happy employees, happy customers, happy stakeholders. Everybody wins.