{"id":5629,"date":"2023-10-04T01:49:17","date_gmt":"2023-10-04T05:49:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/10\/04\/are-you-customer-obsessed-heres-why-you-should-be\/"},"modified":"2023-10-02T09:51:33","modified_gmt":"2023-10-02T13:51:33","slug":"are-you-customer-obsessed-heres-why-you-should-be","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/are-you-customer-obsessed-heres-why-you-should-be\/5629\/","title":{"rendered":"Are You Customer-Obsessed? Here\u2019s Why You Should Be"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Robyn Rawlings, Director of Integrated Campaigns and Content Marketing at <a href=\"https:\/\/www.webex.com\/\">Webex by Cisco<\/a>, <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Amazon founder Jeff Bezos said in 1999 that what matters most to him is providing the best customer experience he can to his consumers. In the <a href=\"https:\/\/www.youtube.com\/watch?v=vxwjzVW7z5o\">same interview<\/a>, he added \u201cIf there\u2019s one thing that Amazon.com is about, it\u2019s obsessive attention to the customer experience end to end.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Decades later, Amazon never wavered from their commitment to customer obsession. In fact, it\u2019s listed first among the company\u2019s <a href=\"https:\/\/www.amazon.jobs\/content\/en\/our-workplace\/leadership-principles\">leadership principles<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From retail to tech, customer obsession is a foundational mantra that helps businesses excel. Let\u2019s explore why this is the case and how customer obsession can benefit your business.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is customer obsession?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Customer-obsessed organizations care first and foremost about one thing: constantly optimizing\u00a0the customer experience (CX). They work continuously to collect feedback, understand consumer needs, and improve every interaction.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In doing so, businesses deploy a top-to-bottom customer-centric philosophy. From sales and marketing to frontline workers, the goal is to understand what consumers want and deliver on those needs in a way that doesn\u2019t just satisfy customers, but delight them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More than a strategy, customer obsession is a business model. By generating trust, commitment and loyalty, organizations can build a sustainable competitive advantage that keeps customers coming back for more.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why is customer obsession important?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Have you ever wondered just how costly a bad experience actually is?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to recent research, <a href=\"https:\/\/www.xminstitute.com\/blog\/bad-experiences-risk-sales\/\">nearly $4.7 trillion<\/a> are squandered every year because of poor customer interactions. Furthermore, <a href=\"https:\/\/www.forbes.com\/sites\/insights-treasuredata\/2020\/03\/10\/7-steps-for-creating-an-ideal-customer-experience-strategy\/?sh=13c5cbbd1b62\">74% of consumers<\/a> say they\u2019re likely to buy based on experience alone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Bottom line: CX management is make or break. But, with a customer-obsessed mindset, you can steer your organization in the right direction.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few ways a customer-obsessed philosophy can help drive better business results:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Retention:<\/strong> When consumers feel heard, seen, and valued, they&rsquo;re more likely to stay with a brand over the long term. This is especially significant given that <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/\">71% of consumers<\/a> switched brands at least once in the past year, often because of poor customer experience.<\/li>\r\n \t<li><strong>Lifetime value:<\/strong> Decreasing churn allows you to increase customer lifetime value&mdash;the total revenue a consumer generates over the duration of the brand relationship. By exceeding expectations and delivering on your promises, you can drive repeat purchases and cross-selling opportunities.<\/li>\r\n \t<li><strong>Acquisition:<\/strong> Over <a href=\"https:\/\/www.zendesk.com\/blog\/business-impact-customer-service\/\">two-thirds of consumers<\/a> are likely to recommend a company based on a single interaction. In short, satisfied customers are more willing to become brand advocates and refer others, thus increasing profitability and lowering cost-per-acquisition.<\/li>\r\n \t<li><strong>Reputation:<\/strong> Word-of-mouth spreads like wildfire. With a strong reputation for positive CX, you can earn more brand exposure, credibility, and organic growth&mdash;three assets critical to winning new customers and keeping them for the long haul.<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">While it\u2019s undeniable that being customer-obsessed is critical to any business, a recent Forrester report found that only <a href=\"https:\/\/www.webex.com\/gp\/forrester-cx-vision.html\">3% of respondents<\/a> were fully customer obsessed\u2014meaning every department, every team, and every employee was fully dedicated to the customer&#8217;s point of view.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Strategies to build a customer-obsessed organization<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Customer obsession is a top-down commitment that requires buy-in across the org chart. It\u2019s not going to happen overnight, but with a few strategic decisions, you\u2019ll be off to the races in no time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few valuable ways to build a more customer-obsessed organization.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Impart empathy to your contact center<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Imagine calling into a support desk, waiting on hold for hours on end, repeating your issue over and over, and being redirected to the wrong departments. Finally, you\u2019re speaking to the person who can fix your problem\u2014unfortunately, they treat you like your problem doesn\u2019t matter. <em>That\u2019s a bad customer experience<\/em>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a lot of ways, customer obsession is rooted in just the opposite. To be obsessed with your customer is also to be obsessed with empathy\u2014for their feelings, their situation, and for where they may be in the customer journey. Coaching employees\u2014especially your contact center agents\u2013to flex their emotional intelligence can make a huge difference. Seek to understand customer pain points so that you can develop solutions and experiences that leave a positive impression on your audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One way to ensure agents are practicing empathy is to analyze their call transcripts. Some contact center solutions <a href=\"https:\/\/www.webex.com\/products\/contact-center-AI.html\">automatically transcribe conversations<\/a>, allowing supervisors to comb through the content and uncover any points of improvement.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Embrace a customer-first culture<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Place the customer at the heart of your company. Every decision, action, and process should be driven by a deep understanding of and commitment to meeting customer needs (and exceeding their expectations).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many enterprises are already focusing on this area. Take Cover-More\u2014a global travel insurance company\u2014for example. With over 15 million customers globally, Cover-More knew in 2019 that it would have to place the customer at the heart of everything. When the pandemic hit, the company\u2019s forward-thinking paid off. Having already <a href=\"https:\/\/blog.webex.com\/customer-experience\/omnichannel-solution-travel-business\/\">upgraded its contact center technology<\/a> and communication stack, the enterprise was well-positioned to offer an omnichannel, seamless customer experience at every opportunity.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Enable continuous feedback loops<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Feedback is the bedrock of customer experience management. To be truly customer obsessed, businesses must establish mechanisms and processes to collect insights from consumers at every touchpoint. These can include surveys, reviews, direct interactions\u2014basically anything that synthesizes and gathers information. By analyzing these insights for root causes and customer sentiment, organizations can not only resolve issues more promptly, but optimize decision making based on how those resolutions are received.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Prioritize data-driven decision making<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">They say data is the oil of the 21st century, so why not use it to fuel your business\u2019s tenets for customer obsession? Because customer experience is so closely connected to bottom-line performance, any CX decision you make should be based on high-quality data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the best ways to collect customer analytics is through a <a href=\"https:\/\/www.webex.com\/contact-center.html\">Contact Center as a Service<\/a> (CCaaS) platform. CCaaS tools automatically synthesize cross-channel insights, allowing agents to take real-time actions to improve customer satisfaction.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalize the customer journey<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Behind every consumer is an individual. Knowing this, customer-obsessed businesses aim to personalize CX by leveraging analytics. They use data to customize interactions, recommendations, and more, thereby adding a personal touch to every interaction.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">CCaaS tools are great in this regard, as they can help you gather data as customers move along their buyer\u2019s journey. This allows you to map their progress through every interaction, ensuring a seamless experience across each channel.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Robyn Rawlings is a successful marketing leader with over 20 years of experience in enterprise software and software-as-a-service (SaaS). She is currently Director of Integrated Campaigns and Content Marketing at <\/em><a href=\"https:\/\/www.webex.com\/\"><em>Webex by Cisco<\/em><\/a><em>, a leader in cloud calling, collaboration, and customer experience<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">solutions<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From retail to tech, customer obsession is a foundational mantra that helps businesses excel. Let\u2019s explore why this is the case and how customer obsession can benefit your business.<\/p>\n","protected":false},"author":7,"featured_media":5630,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5,16],"topics":[2],"class_list":["post-5629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Are You Customer-Obsessed? 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