All about customer focus: What does customer focus deliver?

Written on: December 1, 2022 Customer service outsourcing | Customer service optimization | Improve customer contact

What does customer-centric work yield?

"And what does that cost?" ... a good question. Yet we might be better off asking what it delivers. It all sounds so nice, putting the customer first, customer work or be there for your customers but would we all do that if it didn't actually accomplish anything? Is it hype where we all shout around the loudest that we "take customers seriously"? I don't think so. I think customer-centricity is a new business model, a model to differentiate yourself more long term. I think customer-centricity is a valuable addition, possibly even to a large extent replacement, to the traditional marketing Ps.



What does customer-centric work deliver: Lower costs

How much of an organization's resources with direct customer contact go into fixing what goes wrong elsewhere in the organization? From our investigations reveals time and again that between 50% and 70% of all calls that take place in a customer contact center are about issues that could have been avoided. You read that correctly yes, 50% to 70%. In a nutshell, these are calls that originate in a business process that is not aligned with the customer experience. The customer doesn't understand something, something is unclear, a mistake has been made. A significant portion of these conversations can be avoided by asking your customer, "Dear customer, how could we have avoided this lack of clarity with you?" By doing this on an ongoing basis, you can improve the processes that cause avoidable customer contact based on the input your customers provide.

"But customer contact is valuable, right? Not always. A conversation in which a customer asks a question about an invoice because he doesn't understand the invoice is not valuable. So if you're asking yourself, "What does customer-centricity provide?" it lowers your costs, among other things.

Customer-oriented work reduces your costs because you avoid conversations that have no value (revenue, intelligence, feedback). So you can save on your staffing, or you can use your staffing for other things.

Higher customer satisfaction as a result of customer-focused work

At the point when processes are more designed for positive customer experience customer satisfaction will increase. To pick up on an incorrect invoice, a customer does not like having to call about it either. The moment these things are no longer necessary, a customer will evaluate the service more positively. There are many discussions about the relationship between customer satisfaction and customer loyalty. In my opinion it is very simple, if you are satisfied with the service, you are more likely to stay as a customer or buy additional products/services than if you are very dissatisfied.

Differentiation through customer-focused work

Net promoter score, you know it because it's hot. Do you often tell people at parties that you are so incredibly satisfied with your energy supplier? Do you talk to your acquaintances about the conversation you had with your bank the other day? I don't, at least not when I call about an incorrect bill, communicating a change or the like. However, I do so the moment my expectation is exceeded. If I expect a certain solution before I call and the solution offered is better, I feel that the organization knows what customers expect and they apply it. After such a conversation, I am more loyal than when I have a conversation about an incorrect invoice. This customer-oriented way of working ensures that if I am satisfied and at the time when something similar is discussed in my peer groups I am therefore a promoter.

What does customer-centric work yield?

  1. Being customer-centric means viewing business processes through the eyes of your customers
  2. Being customer-centric doesn't have to be complex at all
  3. Customer-centricity is not only for large companies but also for SMEs/B2B etc.
  4. Customer-oriented work is cost-saving
  5. Customer focus is an important marketing tool


Who are we?

We are SpangenbergGroup! And we can help you make your customer service an good customer service to make. Just good customer service where the basics are in order. Where customer contacts add value to the customer experience. We relieve you in the area we are good at (customer service) so you can concentrate worry-free on what you do best. Sound good? Get in touch. 

With over 25 years of experience in the field of optimizing customer contact and customer experience SpangenbergGroup can help you. The optimize customer service or outsource? Use the form or see our contact page.

Also with other questions about customer contact and customer service you can always contact with us!

Does your customer service department have long wait times?

Get in touch io. We will be happy to look into it with you!

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