8个成为以客户为中心的组织的技巧

Twice a month, I receive a message at the top of my Inbox from Gusto with the headline: " Hooray! Ben, you got paid today."

这是一个简单的产品功能，但无论如何，它给我带来了微笑。人力资源软件正bob电竞官方下载在庆祝对公司通常是微不足道的时刻，但在员工的生活中是有意义的一天。

Gusto了解到，当员工快乐时，公司（Gusto的客户）很高兴。通过额外的英里，他们的品牌核心价值，他们能够一次又一次地建立经验。采取步骤在每次相遇中取悦客户的品牌（从应用程序内副本到电子邮件滴灌和电话）都了解以客户为中心的重要性。

And today, being acutely aware of service is more important than ever.根据毕马威（KPMG）的说法，有88％的首席执行官关心客户忠诚度，意识到掌握客户议程至关重要。

因此，作为领导者，您如何建立和维护一个不仅强调客户服务而且在每一个可能的时刻培养以客户为导向的前景的组织？通过将以客户为中心构建到您的业务的DNA中！

在当今的数字世界中建立以客户为中心的组织变得越来越复杂。尽管新技术允许公司快速推出更改，但现在客户对客户的关注有所关注。

为什么以客户为中心很重要

这re's a whole host of reasons that motivate entrepreneurs to create new enterprises — passion, money, fame, glory, independence. But regardless of the motivation behind the establishment of a company, there's one tenant that's common to all enterprises:

如果您不收购和保留客户，您将无法生存。

从这个简单的声明中，您可以得出以客户为中心作为实体的重要性。一个忘记客户的组织注定要失败。他们将制造错误的产品，投资错误的资源，并与客户失去商誉。bob体育苹果系统下载安装

以客户为中心的品牌证明了相反的情况。每个团队成员都会听客户，并在该目标上保持一致。反过来，该公司构建了满足客bob全站app户需求，预测客户需求的产品，并提供了一定程度的服务，使客户越过大门并倡导品牌。

那么，您如何跟上这个现代的工作场所挑战？创建一个以客户为中心的文化。

特色资源：61免费以客户为中心的模板

单击此处下载免费的客户调查，电子邮件，和配置文件模板。

以客户为中心的文化

如果您的目标是成为一个以客户为中心的组织，那么有一种确定的火灾方法可以使价值像野火一样通过您的组织传播：使其成为核心价值。通过包括以客户为中心的核心价值，您可以提供整个团队可以落后的元素。从字面上看，将您的价值置于墙上，您的网站将概念提交给您的领导，整个团队和客户。

在Proof，我为工作的SaaS公bob全站app司，我们的核心价值之一是“痴迷于客户”。每个人都知道这一价值，我们可以每天在工作中使用它作为参考点。如果我们决定启动一项功能或是否建立合作伙伴关系，我们可以问“这对客户有帮助吗？”bob综合博彩下载如果答案是否定的，我们通常会远离它。这个指导问题帮助我们建立了一个customer-centric culture关于我们的营销，销售和客户服务团队。

Customer-centricity doesn't stop with your marketing efforts, either. Your sales team can also get on board with this approach and create a more customer-focused strategy.

And when someone does something that benefits our customers, we celebrate that victory as a team — because a win for our customers is a win for our team.

如果您想为业务开发相同的方法，请查看下一部分，以了解团队以客户为中心的步骤。

如何以客户为中心

正如我们在上一节中提到的那样，以客户为中心始于您公司的文化。bob全站app如果您想以客户为中心，那么您的业务需要对客户的成功做出范围的承诺。bob全站app下面的步骤说明了您的组织可以做些什么来向客户做出承诺。

1. Anticipate Customer Needs

这re's a great quote from Henry Ford that says:

"If I had asked people what they wanted, they would have said faster horses."

您可能想知道，当它与以客户为中心的概念违反直觉时，我为什么会提出这一点。但是听我说：

福特说，如果他只听了客户认为可以建造的东西，他就不会生产汽车。他正在考虑竞争之前的光年，因此他创建了一种预测市场未来需求的产品。福特知道客户在客户知道他们甚至想要它之前想要什么 - 这是改变游戏规则的业务举动。

We can see similar styles of future-forecasting in Steve Jobs and Elon Musk. These visionary CEOs pushed the envelopes on what people would want in the future, giving the world the iPhone, iPad and the Model X — and companies with valuations of $1.08 trillion and $48 billion, respectively.

While most customers are able to accurately provide an account of what they want today, gauging what they want on a longer time horizon is extremely difficult for most people. They rely on companies to do that work for them to anticipate他们的需求- 并相应地提出有用的建议。

2.收集客户反馈

这似乎很明显，但是要创建一家以客户为中心的公司，您需要交流两者bob全站app频繁地and经常与您的客户。

在当今的数字世界中，有无数的遭遇可以收集反馈。这里有一些接触点，您可能已经用来与客户通信：

• 聊天
• 电子邮件
• 短信
• 电话
• 应用内消息
• FB Messenger
• 留言板

Today, valuable communication can occur on so many different platforms.

每个部门都应使用所有沟通渠道来了解客户 - 从这些消息中收到的量化洞察力的庞大，当您调整产品路线图时，您会从这些消息中获得的量化洞察力。

但是，还有一定程度的定性反馈，您需要积极主动地收集。虽然您公司可能已经发生了上述沟通，但用户研究是您的。bob全站app可能be ignoring.

如果您还没有，则需要考虑三种客户研究技术：

进行一项调查

By telling your customers that you're not perfect, you can gain insight and track your performance. The most successful companies in the world already know the value of surveys, and by conducting a regular顾客满意度调查或产品调查，您可以为大量反馈提供途径。

启动用户测试

向任何设计师或PM询问用户测试的价值，他们会赞美。现代的digital marketing tools例如usertesting.com和hotjar提供了一个简单的框架，可以从真实人那里收集有关您的产品的反馈。为了建立一个以客户为中心的组织，这可以帮助您验证您的预感并指导您的工作迈向最大的影响项目。

拨打直接电话

Have a friend that always insists on talking over the phone rather than text? I'd take a gander that that friend is one of your closer confidants. There's something more personal about a conversation outside of the digital realm — by simply picking up the phone, you're able to get a more robust form of feedback from customers.

还有一个额外的加吗？您可以实时调整询问线以适应每种情况。

Our CTO J.P. Morgan practices this technique weekly — and he swears by the feedback he collects from his customer calls:

“与客户可能是最破碎nt thing I do all week. While there's a level of product development that requires you to take a stance and anticipate needs — it's impossible to do that without an understanding of your customer's current situation."

3. Be Easily Accessible

我们都知道这个概念：使联系支持很难，您将花费更少的时间为那些困难的客户服务。

为客户提供服务，有巨大的财务和时间支出，因此许多品牌（尤其是数字建造的企业）将其支持隐藏在许多页面后面。

例如，尝试在Facebook的帮助页面上找到电话号码。这几乎是不可能的。他们宁愿通过帮助文章和实时聊天进行沟通，然后再提供他们的电话号码。

On the other spectrum, there's Zappos, the online shoe retailer with a completely opposite approach to customer success.

Zappos identifies that when a customer wants to talk to them, they should make it as easy as possible. Note how they include their phone number prominently on the top bar of every page with the note "Available 24/7."

Zappos首席执行官Tony Hsieh，描述了他的理由for that decision as:

"A lot of people may think it's strange that an internet company would be so focused on the telephone, when only about 5% of our sales happen by phone. But we've found that on average, our customers telephone us at least once at some point, and if we handle the call well, we have an opportunity to create an emotional impact and a lasting memory … Our philosophy has been that most of the money we might ordinarily have spent on advertising should be invested in customer service, so that our customers will do the marketing for us through word of mouth."

确保您的“联系我们”页面is highly visible and easy to access — and that it actually answers common customer questions you see crop up time and time again.

4.与客户见面

现代组织面临的最大流行病之一是失去面对面会议的反馈。回顾50年，在互联网出现和我们多元化的全球经济之前，与最终客户互动的业务要容易得多。

直接的，人类的联系每天仅仅是因为这是商业的必要部分。如果您想要一件商品，您会去一家商店，与销售人员交谈，然后亲自购买。企业可以使用该反馈来改善消费者体验。

Today, in most businesses, this is not the case. Don't get me wrong, the other advances from the digital economy have provided great benefits. While your potential touchpoints for feedback are far greater due to technology, there is less in-depth contact.

您如何打击这个？通过带回面对面的体验。

这似乎似乎是老式的，但是举办面对面的活动可能对您寻求客户中心主义是有益的。通过举办活动，您可以为两个政党提供价值：客户和品牌。

例如，考虑Sofi的主动性主持人社区活动across the country. While it's likely a substantial expense, there's a positive externality. And they don't hide it. They claim the benefits of a direct channel to interact with and get feedback from their members, as well as a way to build brand affinity. Not to mention, its lots of fun, too.

5. Provide Proactive Customer Service

One of the best ways to differentiate your business from its competitors is to provide your customers with added value that extends beyond the point of purchase. This shows them that you're truly invested in creating a delightful customer experience and will go上方to deliver it to them.

提供附加值的一种方法是包括积极的客户服务特性。积极主动的客户服务给你铜stomers resources that help them solve problems on their own, without having to reach out to your business for support. This way they can resolve simple issues and avoid waiting on hold for your customer service team.

灰度系统是一家从采用积bob全站app极主动的客户服务中获利的公司。他们用集线器要创建一个定价页面，以便客户不必接触现场代表即可查看其产品的成本。这加速了公司的销售流程，因为客户立即知道Wbob全站appashCard系统是否适合其预算。

A pricing page may seem like a simple addition, but it completely changed WashCard Systems' lead generation process. In 2018, the pricing page became the website's most visited page and was responsible for nearly two-thirds of the company's online conversions. Rather than dissuading customers, the pricing page encouraged them to reach out to WashCard Systems and learn more about what the business had to offer. This type of proactive customer service demonstrated the business's customer-centric approach to improving the buying experience.

6. Adopt Customer Service Tools

客户对您品牌的体验与您提供的产品或服务一样重要。客户不仅想要销售，还希望享受整个购买体验。即使您的产品很棒，您也会为能够使客户互动愉快且富有成效的竞争对手失去客户。

采用权利客户服务工具在创造以客户为中心的体验中起着重要作用。这些工具可帮助客户服务团队创建无缝，全渠道支持为客户提供有关其问题的立即解决方案的系统。通过这样做，客户会更加满意，因为企业正在投资短期和长期成功。

One company that does an excellent job of utilizing customer service tools is the insurance company,柠檬水。Lemonade认识到，其最困难的挑战之一是改变客户对行业的看法。大多数人讨厌与保险公司交谈，因为客户体验通常很乏味和令人沮丧。因此，柠檬水投资了聊天机器人帮助改变客户的经验。

Lemonade的聊天机器人“ Mia”与用户进行了轻松友好的对话。MIA为客户提供清晰简洁的答案，并就最适合其预算的计划提供建议。

In an interview with HubSpot's这增长表演, the company's CEO, Daniel Schreiber, highlighted that this chatbot has made their customer service experience more "playful and instantaneous." Additionally, Lemonade has been able to cut costs and reduce prices for customers as a result of added automation.

7.超越购买

归根结底，您的业务目标是让客户购买您的产品或服务。但是，当客户购买一次时，您需要确保他们再次购买。毕竟，studiesshow that it costs nearly five times more to attain a new customer than to retain an existing one.

但是，您如何激励当前的客户再次向您购买？好吧，最好的方法是为他们提供超出购买点的额外好处。这些好处应有助于客户实现目标，并创造更令人难忘的客户体验。通过这样做，客户将开始将他们的成功与您公司的产品和服务联系起来。bob全站app

一个例子可以在工业服装公司（工业服装公司）中看到bob全站app落基山工业供应或RMI。RMI向在油田和矿山等工业工厂运营的劳动人员出售耐火服装。

除了服装外，RMI还通过为客户提供免费的安全认证课程，为其客户创造价值。客户参加这些课程以获得可靠的认证，以使他们有资格操作产品或机器。这不仅可以帮助客户避免昂贵的错误，而且还为他们提供了在职业生涯中表现出色所需的工具。随着他们参加更多的课程并提高技能，客户开始依靠RMI来协助他们的长期目标。

8.创建一个入职过程

如果您想创建一个以客户为中心的文化，则您的团队在出售后就不能放弃客户。相反，请确保您的客户从您的产品和服务中获得最大收益。这样，当他们准备额外购买时，他们将更倾向于返回您的业务。

One of the best methods for optimizing your product's value in the eyes of the customer is setting up a detailed onboarding process. An onboarding process introduces your products and services to the customer and explains how to use them to fulfill their specific needs. Each customer's needs will be unique, so your team should personalize this process to ensure every customer is properly set up for success.

一家从采bob全站app用入职服务中获利的公司是SaaS商业，退款911。退款911used HubSpot's飞轮concept to analyze different pain points in the customer's journey. After assessing their sales and marketing tactics, Chargebacks 911 realized a major flaw in its customer experience: new customers were churning during the setup process.

To remedy this, the company decided to enact a new policy where the customer's sales rep would assist during the onboarding process. The benefit of this was that the sales reps could reference customer needs outlined during previous interactions. Then, the onboarding rep could identify products and features that would help the customer fulfill those needs. This ensured Chargebacks 911's customers were deriving the most value possible from their purchases.

要了解有关以客户为中心的更多信息，请阅读我们的清单customer success tools。