{"id":42471,"date":"2020-04-16T00:00:00","date_gmt":"2020-04-16T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-centric-strategy\/"},"modified":"2025-03-13T06:27:35","modified_gmt":"2025-03-13T13:27:35","slug":"customer-centric-strategy","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-centric-strategy\/","title":{"rendered":"How to adopt a &#8220;customer-centric&#8221; strategy for your business"},"content":{"rendered":"<p>You\u2019d be hard-pressed to find a business that doesn\u2019t claim to put their customers first.<\/p>\n<p>But be honest: do you <i>really<\/i>?<\/p>\n<p>Because buyers expect more than ever from the businesses they support in terms of service and support.<\/p>\n<p>Reality check: it\u2019s not enough to simply serve and \u201cbe there\u201d for customers anymore. Teams today need to be able to predict their customers\u2019 needs and deliver on them every time.<\/p>\n<p>And the best way to make it happen is by adopting a customer-centric strategy.<\/p>\n<p>In this guide, we\u2019ll highlight how to make your business more customer-centric and how doing so results in long-term loyalty and growth.<\/p>\n<p>We\u2019ll cover:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#What \u201ccustomer-centric\u201d actually means\">What \u201ccustomer-centric\u201d actually means<\/a><\/li>\n<li><a href=\"#How do you develop a customer-centric strategy?\">How do you develop a customer-centric strategy?<\/a><\/li>\n<li><a href=\"#What does customer-centric support look like?\u00a0\">What does customer-centric support look like?\u00a0<\/a><\/li>\n<li><a href=\"#What does customer-centric marketing look like?\u00a0\">What does customer-centric marketing look like?\u00a0<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd11\u00a0 What&#8217;s the key to building a customer-centric team? Grab our eBook to find out.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/the-key-to-building-a-customer-centric-team.pdf\" data-id=\"69d10429271f4\" id=\"69d10429271f4\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d10429271f4.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9  Customer-centric eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40  Learn how to build a customer-centric team<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d10429271f4.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"What \u201ccustomer-centric\u201d actually means\"><\/a><\/p>\n<h2>What does &#8220;customer-centric&#8221; really mean, though?<\/h2>\n<p>Being customer-centric is about more than cliches like \u201cservice with a smile\u201d or \u201cthe customer is always right.\u201d<\/p>\n<p><b><i>A customer-centric business is focused on the experience at each stage of the buyer&#8217;s journey, using real-life customer insights and data to drive decision-making.<\/i><\/b><\/p>\n<p>For example, a customer-centric company might be more likely to explore <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/agile-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">agile customer service<\/a> practices\u2014and even frequently feature actual customers in their marketing campaigns. These companies go beyond just serving customers; they make them integral to pretty much every aspect of the business.<\/p>\n<p><i>\u200b<\/i>[ebook-download title=&#8221;How customer-obsessed is your business?&#8221; link=&#8221;https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf&#8221; cta-text=&#8221;Take the quiz&#8221; src=&#8221;&#8221;]<\/p>\n<h3>What\u2019s the difference between \u201ccustomer-centric\u201d and \u201ccustomer-focused?\u201d<\/h3>\n<p>Fair question. The terms almost seem interchangeable, right? For some companies, there\u2019s an important distinction. A quick Google search will show articles breaking down the difference like this:<\/p>\n<p><b>Being customer-focused is reactive<\/b>. This basically means making business decisions and changes to your strategy <i>after<\/i> something happens (think: a competitor launches a new product, or quarterly sales are down).<\/p>\n<p><b><i>Ex: <\/i><\/b><i>\u201cOh, our competitor is doing X so our customers must want Y!\u201d<\/i><\/p>\n<p>Meanwhile, <b>a customer-centric strategy is proactive<\/b>. When you concentrate on empathy and learning your buyers\u2019 motivations, you can better predict and personalize your service for each individual customer.<\/p>\n<p><b><i>Ex: <\/i><\/b><i>\u201cBased on our conversations and analytics, we know for a fact that our customers need X, Y, and Z.\u201d<\/i><\/p>\n<p>Honestly, those definitions seem a bit arbitrary and there\u2019s nothing inherently wrong with knowing about and being both. That said, a customer-centric strategy requires the extra step of uncovering your customers\u2019 motivations. This means moving away from \u201cone-size-fits-all\u201d strategies in terms of marketing and support.<\/p>\n<h3>Why having a customer-centric strategy is so important<\/h3>\n<p>Food for thought: we\u2019re reaching a point where buyers are prioritizing experience over products and pricing.<sup>1<\/sup> It\u2019s well-documented that customers are more than happy to bounce to a competing company or service if you aren\u2019t anticipating their needs.<\/p>\n<p>Also, consider the financial incentive of being customer-centric. As noted in our guide to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a> strategies, it costs <i>significantly<\/i> less to retain customers than it does to acquire them.<\/p>\n<p>Not to mention that <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">increasing your retention rate<\/a> also means increasing your customer lifetime value (LTV), or the total amount of revenue a customer brings to your business.<\/p>\n<p>The end result is long-term, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">happy customers<\/a>\u2014and a serious boost to your bottom line.<br \/>\n<a name=\"How do you develop a customer-centric strategy?\"><\/a><\/p>\n<h2>How do you develop a customer-centric strategy?<\/h2>\n<p>Putting a customer-specific strategy into practice requires a combination of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service software<\/a>, tools, and tactics. Here\u2019s how to do it.<\/p>\n<h3>1. Develop a comprehensive understanding of your customers<\/h3>\n<p>You can\u2019t anticipate your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\">customers\u2019 expectations<\/a> until you\u2019ve defined what makes them tick.<\/p>\n<p>For example, what problems keep them up at night? What aspects of your service can\u2019t they live without? Which other businesses do they support? Ideally, you should have a comprehensive understanding of your customer that\u2019s agreed upon by your business at large.<\/p>\n<p>This is where tools such as a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">user persona <\/a>come in handy. Not only does it help you do a deep dive into your ideal customers\u2019 motivations, it\u2019s also prime for sharing with new employees who might not be familiar with your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-find-your-target-audience\/\" target=\"_blank\" rel=\"noopener noreferrer\">target audience<\/a>:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6927 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-41.png\" alt=\"User persona template\" width=\"597\" height=\"793\" \/><\/a><\/p>\n<h3>2. Document customer insights to personalize your service<\/h3>\n<p>Fact: nearly three-fourths of consumers<sup>2<\/sup> expect <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a> staff to know who they are and have insight into their previous engagements whenever they reach out.<\/p>\n<p>This means your business needs to go beyond spreadsheets and manual note-taking to keep track of your customer histories.<\/p>\n<p>That\u2019s why it\u2019s so important for modern businesses to have a good <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service software<\/a> that consolidates all that customer information into one place, ready for you to pull up whenever a customer calls you or sends you a message:<\/p>\n<p>Another useful tool is a CRM (customer relationship management) platform, of course. Many CRMs integrate with business apps and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/find-best-phone-service-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">phone services<\/a> like <a href=\"https:\/\/www.ringcentral.com\/apps\/?appCategory=CRM\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral<\/a>, making it a cinch to reach out to your customers on their preferred <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication channels<\/a> and further personalize your service.<\/p>\n<p>This allows you to monitor insights in real time as you conduct customer calls. Here\u2019s an example from RingCentral\u2019s integration with <a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce\u2019s CRM<\/a>:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6928 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-65-1024x692.png\" alt=\"RingCentral\u2019s integration with Salesforce\u2019s CRM\" width=\"840\" height=\"568\" \/><\/a><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\">\ud83d\udca1 <strong>Pro-tip:<\/strong><br \/>\nAn added bonus of using a CRM combined with a communications platform to log information is that you can naturally pass customers off to new team members if necessary without losing any crucial details along the way.<\/div>\n<\/div>\n<h3>3. Make a point to share and discuss customer insights<\/h3>\n<p>Not only do customer-centric teams tend to do a good job of documenting insights, they also usually have an easy way of sharing this <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/team-knowledge\/\" target=\"_blank\" rel=\"noopener noreferrer\">team knowledge<\/a> on a regular basis.<\/p>\n<p>From team meetings to training, your team should never be out of the loop in terms of how to serve individual customers or your audience at large.<\/p>\n<p>Make <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service teamwork<\/a> easy for your team by giving them a good <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication tool<\/a> so that they can share files and insights to address customers\u2019 questions in real time. Most teams today communicate by sending each other messages, but if your tool has <a href=\"https:\/\/www.ringcentral.com\/video-call.html\">video calling<\/a> and phone calling options as well, even better:<\/p>\n<h3>4. Integrate customer-centricity into your company culture<\/h3>\n<p>Creating a customer-centric and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/collaborative-culture\/\" target=\"_blank\" rel=\"noopener noreferrer\">collaborative culture<\/a> doesn\u2019t happen overnight. It requires reflecting on the core pain points of your audience and making sure that your employees are committed to solving them.<\/p>\n<p>This all starts with hiring and training employees who are genuinely empathetic and excel at problem-solving.<\/p>\n<p>Customer-centric companies are also open to talking to customers candidly and directly, which leads to our next point&#8230;<\/p>\n<h3>5. Talk to your customers on a consistent basis<\/h3>\n<p>Seems obvious, right? However, talking to customers shouldn\u2019t be reserved for times when there\u2019s a problem or promotion at stake.<\/p>\n<p>Again, it\u2019s all about being proactive. Regular check-in calls, emails, and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer surveys<\/a> are all essential to a customer-centric strategy. Not only does this show your customers that the lines of communication are always open, but that you also legitimately value their feedback.<\/p>\n<p>How often should you check in, though? There are plenty of factors to consider, like your company size and number of teammates.<\/p>\n<p>Regardless, keep a consistent outreach and check-in calendar\u2014it can help you <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-stay-organized-at-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">stay organized<\/a> and manage your individual <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-relations\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer relationships<\/a>.<\/p>\n<p><a name=\"What does customer-centric support look like?\u00a0\"><\/a><\/p>\n<h2>What does customer-centric support look like?<\/h2>\n<p>Let\u2019s look at some real-world strategies for providing customer-centric support.<\/p>\n<h3>Provide multiple support channels for convenience<\/h3>\n<p>Customer support should obviously be as straightforward and painless as possible.<\/p>\n<p>But consider that your customers have pretty diverse preferences when it comes to support. Although some might prefer a direct phone-call, others might want a self-service portal instead. In a recent survey of US consumers, we found that after a purchase, the preferred communication channel is pretty even, at least for respondents aged 18-39: <a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><b>28% of them preferred online chat, while 23% preferred email and 22% (surprisingly!) still preferred the phone<\/b><\/a><b>.<\/b><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6929 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-2.jpg\" alt=\"Graph: Preferred communication after purchase\" width=\"695\" height=\"364\" \/><\/a><\/p>\n<p>The solution is to provide your customers with flexibility and options to reach out to you on <i>their<\/i> preferred terms. This is why <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/omnichannel-customer-service\" target=\"_blank\" rel=\"noopener noreferrer\">omnichannel customer service<\/a> is quickly becoming more than just a buzzword\u2014we\u2019d say it\u2019s a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service best practice<\/a>.<\/p>\n<p>For example, companies like Carvana provide a combination of an FAQ, tutorial videos, live chat, email, <i>and<\/i> phone support:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6930 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9-2.gif\" alt=\"Carvana provides a combination of an FAQ, tutorial videos, live chat, email, and phone support.\" width=\"226\" height=\"400\" \/><\/p>\n<p>In other words, every customer is covered\u2014no matter what they prefer.<\/p>\n<h3>Make sure your support is as timely as possible<\/h3>\n<p>According to data from Jitbit,<sup>3<\/sup> the average response time to customer support tickets sits at around seven hours. Meanwhile, those same tickets can take up to three days to resolve.<\/p>\n<p>Yikes.<\/p>\n<p>These numbers are staggering, but they\u2019re essential <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/call-center-metrics.html\">call center metrics<\/a> that can lead you to win back lost or disillusioned customers.<\/p>\n<p>This data also speaks to the need for support teams to, well, be fast. Don\u2019t make your customers wait.<\/p>\n<div class=\"tip\"><b data-stringify-type=\"bold\">\ud83d\udca1 Pro-tip:<br \/>\n<\/b>Learn more about <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first call resolution standards<\/a> and why this metric is so important if you want to keep your customers happy.<\/div>\n<p>If you have a <a href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a> tool like RingCentral, for instance, you\u2019d be able to instantly route calls to reps based on their skill and availability\u2014without making your customers sit on hold for an eternity. There are even <a href=\"https:\/\/www.ringcentral.com\/office\/features\/analytics-portal\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\">built-in analytics<\/a> to help you understand how quickly you\u2019re responding to calls and the overall quality of your service:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/office\/features\/analytics-portal\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6931 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-170.png\" alt=\"RingCentral Analytics Portal\" width=\"840\" height=\"685\" \/><\/a><\/p>\n<h3>Go the extra mile with empathy<\/h3>\n<p>Empathy is among the most important <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-skills\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service skills<\/a> for a reason. When you show customers that you\u2019re willing to go the extra mile because you understand them, they\u2019ll reciprocate that dedication with loyalty.<\/p>\n<p>Look at companies such as Chewy, an online pet supply retailer, as a perfect example. Chewy is well-known for offering free returns and exchanges in addition to sending clients personalized gifts at random. When something goes wrong, they go out of their way to make it right.<\/p>\n<p>These seemingly small acts of kindness get a lot of love on social media. You don\u2019t have to look hard to find posts shouting-out Chewy\u2019s stellar customer support:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-6932\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-109.png\" alt=\"Chewy Haas customer support\" width=\"446\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>When you\u2019ve reached the point where your customers are basically marketing on your behalf, you know that you\u2019re customer-centric. At the end of the day, this level of advocacy is exactly what companies should strive for.<\/p>\n<p>So, customer-centricity in customer service is pretty straightforward. Now, let\u2019s look at how this translates into your marketing.<\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"What does customer-centric marketing look like?\u00a0\"><\/a><\/p>\n<h2>What does customer-centric marketing look like?<\/h2>\n<p>Here are some examples of how to combine the best practices of a customer-centric strategy with your marketing campaigns.<\/p>\n<h3>Personalized and recommended offers<\/h3>\n<p>Consumers today <i>want<\/i> to be told what to buy\u2014and they\u2019re willing to spend more money when they receive personalized offers.<sup>4<\/sup> These offers are prime for higher <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer engagement <\/a>and represent marketing messages that resonate with customers by saying \u201cHey! We know you, you know us, and we know what you want.\u201d<\/p>\n<p>For example, here\u2019s how OpenTable does it through recommendations based on where someone has eaten before:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-6935\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image11-33.png\" alt=\"OpenTable recommendations\" width=\"300\" height=\"400\" \/><\/p>\n<p>The ability to break down your customers\u2019 previous buying behavior is the perfect way to recommend relevant products and services in the future. This is often done today through analytics platforms like Mailchimp\u2019s analytics dashboard, which target relevant <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing emails<\/a> based on customer demographics.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-6936\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-89.png\" alt=\"Mailchimp\u2019s analytics dashboard\" width=\"695\" height=\"314\" \/><\/p>\n<p>But, you don\u2019t necessarily need to invest in fancy predictive technology to figure out what your customers want. For example, looking at your CRM or <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a> can also clue you in on relevant offers and promotions to suggest to your customers.<\/p>\n<h3>Marketing messages focused on customer success and feedback<\/h3>\n<p>As we mentioned earlier, customer-centric businesses aren\u2019t shy about talking to customers. Marketing campaigns focused on feedback (like survey emails) are a natural way to engage your customers and pick their brains:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-6937\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-72.png\" alt=\"MeUndies marketing campaign\" width=\"384\" height=\"400\" \/><\/p>\n<p>Even if your customers don\u2019t respond, it\u2019s a good look for your brand and shows that you\u2019re making the effort to listen to what they have to say.<\/p>\n<h3>Customer shout-outs and \u201cthank yous\u201d<\/h3>\n<p>Keep in mind that social media interactions are perhaps the lowest impact in terms of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer interactions<\/a>.<\/p>\n<p>That said, regular social engagement can help keep your company fresh in the minds of your customers. The fact that customers are also relatively unfiltered on social media also makes it a great place to gather feedback.<\/p>\n<p>If you want to be a more customer-centric company, make a point to regularly engage your social mentions including shout-outs, recommendations, and other comments. This shows customers that you\u2019re listening and serves as a relatively time-efficient opportunity to thank them for their support:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-6938\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-141.png\" alt=\"Sprout Social social media engagement to a customer\" width=\"611\" height=\"400\" \/><\/p>\n<h2>Does your business boast a customer-centric strategy?<\/h2>\n<p>Being customer-centric requires a commitment to your customers\u2014but it\u2019s worth it in the long-run.<\/p>\n<p>With the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service tips<\/a> above (and tools like <a href=\"https:\/\/www.ringcentral.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral<\/a>), you\u2019ll always have a pulse on your customers&#8217; needs and be able to step up your service at a moment\u2019s notice.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<div style=\"font-size: 14px;\">\n<p><sup>1<\/sup> pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf<\/p>\n<p><sup>2<\/sup> info.microsoft.com\/rs\/157-GQE-382\/images\/EN-CNTNT-Report-DynService-2017-global-state-customer-service-en-au.pdf<\/p>\n<p><sup>3<\/sup> jitbit.com\/news\/2266-average-customer-support-metrics-from-1000-companies<\/p>\n<p><sup>4<\/sup>\u00a0barilliance.com\/personalized-product-recommendations-stats<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019d be hard-pressed to find a business that doesn\u2019t claim to put their customers first. But be honest: do you really? Because buyers expect more than ever from the businesses they support in terms of service and support. Reality check: it\u2019s not enough to simply serve and \u201cbe there\u201d for customers anymore. Teams today need &#8230;<\/p>\n","protected":false},"author":29,"featured_media":42483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[12326,18295,743,18296,15541],"class_list":["post-42471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-centric","tag-customer-centric-strategy","tag-customer-experience","tag-customercentric","tag-cx"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to adopt a &quot;customer-centric&quot; strategy for your business | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Is your business meeting the sky-high expectations of modern customers? 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