Imagine a business owner boldly stating, “There is no need to listen to the customers. We have the best product there is and it talks for itself”. What would we think? Faux pas? Foolishness? Likely both.
We all know that that business success is based on our ability to meet our customers’ needs beyond the vision that drove the development of a product in first place. Keeping our customer at the center of our business and actions pays off: we will sell more.

Putting customer centricity into actions!

But besides being common knowledge and best practice, we easily get the feeling that in many cases only lip service is paid to customer centricity and the actual actions are missing. In her blog post “3 Ways To Put Your Customer First” , Emily Heyward gives a good reminder what some of the most basic steps are to show sincere support and respect for your customers. Here is her advice how to put customer centricity into actions:

1. Give them what they need
   Identify and talk about the real world problems of your customers and how your product is actually solving them.
2. Do the work for them
   Get into the shoes of your customer arriving for the first time at your website. Take out all the guess work for them and communicate in a simply way what this web page or product is about.
3. Listen
   Listen to your customers: why do they use your product, what they like about it, and what is missing? Are the core benefits you promote to describe your product the ones your customers really care about?

For a more detailed description of these points, read Emily’s full post. Pay attention to how all these points influence each other and have to be based in your knowledge of your customers. In short, you need to know your customers in order to place them in the center.

Kampyle clients’ common denominator: customer centricity

Kampyle’s clients base is a truly diverse one, spanning from B2C and B2B, start-ups, SMBs and Enterprises, and covering all industries. Still there is something they all have in common – a sincere conviction to serve their customers. Their constant drive to improve and to offer an outstanding customer experience makes working with our clients so satisfying for us. While the problems they are solving by collecting customer feedback may differ greatly – from building better websites, giving better customer service, fueling their lead generation, etc. – the changes and improvements are driven by their customers.

Use my feedback!

Which reminds me of one point of Ginger Conlon’s “My Holiday Customer Experience Wish List“:
“Use my feedback: Don’t ask for my opinion if you’re not going to do something with the information. Customers don’t expect companies to use every idea they suggest; they don’t even expect businesses to be able to address every problem. But customers do want to know that their feedback has been received and addressed.”
Feedback is genuine sharing. Show your appreciation for your customers by closing the feedback loop.

Feedback and Customer Centricity in Action

In our e-book “Supercharge Your Online Retail Strategy with Real Customer Feedback” we offer you an aggregated view of the rich data Kampyle has collected between 2008 and 2011. Our e-book provides answers from a unique and often overlooked “consumer centric” perspective on both familiar topics like site navigation as well as new e-frontiers such as multi-channel integration and mobile shopping.

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About the author


Dr. Ursula Ron joined Kampyle in spring 2011 as marketing manager. She is old enough to remember the time only a selected bunch of people had an email address and Altavista was THE search engine.

You can follow Ursula on Facebook, Twitter @ronursula or LinkedIn.

If you are into online chess, don’t hesitate to challenge her.

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