The customer at the heart of the business
The way of relating to customers has changed radically in recent years. Although there are still companies that limit themselves to selling what they produce, in a sort of monologue between organisations and their target public, the most successful commercially are those that have placed the customer at the centre of their strategy. Blues Simon Group understood this a long time ago, just as long as it has been installed in the era of the customer.
To steer a company’s strategy towards an experiential model which, in the Anglo-Saxon world, has been called customer centric, entails a cultural change that not all organisations understand or are capable of carrying out. Assuming that the only way to fully satisfy the customer is to listen to them seems simple, but not all companies engage in this dialogue.
The key to dialogue
The first thing that is essential to deploy a customer-centric strategy is to understand that it is not an end in itself, but a transversal philosophy throughout the organisation that has to reach all employees.
Assuming this, we could say that the first phase would be to know our customers. Something as simple and, at the same time, as complicated as that, because the dialogue that we establish with our clients will not only determine the satisfaction that we provide to their specific needs at the present time, but also in the future.
At Blues Simon Group we are very clear that, in the same way that those of us who make up the staff of the company have to make a team, we have to achieve the same thing with our clients: to make a team. This does not mean, by any means, giving clients everything they want as if it were a blank cheque, since our mission must be to advise them professionally on the basis of their wishes, which may not always be feasible.
The importance of the team
New technologies, from social networks to 3D design and virtual reality, are tools that we put at the service of this experiential approach. However, we should not mortgage our entire culture towards the customer in this digital transformation, but rather it should only help to improve our customers’ experience.
In this sense, it is very important to have a suitable team that has imbibed this philosophy and understands, listens and dialogues with the client to identify their needs and desires. It is not only about providing the best solutions to the client’s problems, but also to help them in their decision making, identifying ourselves as a trustworthy support.
The way to reach this point is to get our team to identify the customer’s satisfaction as their own, enriching it. We are not just talking about the sales or customer service department, but absolutely all employees, involved in understanding customers.
Continuous contact
The relationship between company and client has evolved from the traditional models, in which the sale was closed and the customer was cut off. Customers evolve as the market evolves and Blues Simon Group has been able to position itself as a travelling companion that, without being intrusive, encourages continuous feedback.
Achieving this level of attunement can be complex, but if it is achieved as a matter of course and as a matter of routine, it is even possible to anticipate needs. From a purely business perspective, this phenomenon will give us a competitive advantage over our rivals.
This is the way to build loyalty among current customers and, while retaining them, help pave the way for new customers who will surely arrive as a result of being referred.
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