What is customer centric and what benefits does it have in your e-commerce
If you have an e-commerce with a customer centric strategy you have more possibilities of acquiring and retaining potential clients.
Maria Jose Guerrero
Customer centric is a business strategy based on placing the client in the center of the e-commerce and responding to their needs effectively. The objective is to improve the shopping experience of the consumer and taking care of their relationship with the business so that it is the most durable it can be, intending to not abandon the brand through acquisition or first purchase. On the day-to-day basis, customer centric tries to orient decision making of the business towards what the client requires. An applicable premise is your pricing strategy, that you can also centralize in consumer necessities to offer attractive prices. We explain to you all the advantages of this strategy and how you can implement it in your e-commerce.
Advantages of applying a customer centric strategy
To assess the benefits of customer centric you should keep in mind that clients are the key to success in your e-commerce. Their satisfaction guarantees the sales growth in the medium and long term. Because of this, putting them in the center of your decisions will allow you to:
- Improve the effectiveness of your communications and publicity and marketing campaigns.
- Increase the level of user engagement or compromise with the brand.
- Reduce the bounce rate of your e-commerce.
- Attract new clients.
- Reduce costs associated with returns, reclaims, or care services post sale.
- Reinforce your brand image.
- Improve positioning in respect to competition.
- Increase the profits of your e-commerce.
Tips for starting a customer centric strategy
As a starting point, it will be necessary to perform an important data analysis to identify the necessities of clients and define the most effective actions to mature their relationship with the e-commerce. You can follow the following steps:
Perform a detailed client segmentation
Besides by their demographic characteristics and their behavior, you should segment your clients based on the value they contribute to your business. Consumers that are more interested in the company are those that you should centralize the majority of your loyalty efforts towards. At the same time, it is important to have a clear classification of at what point of the purchasing process each consumer finds themselves, so that the most effective communication can be offered to them and the investment can be optimized.
In a parallel way, businesses that are already consolidated can increase information about their audiences through surveys or questionnaires via social media, email marketing, or the web to get to know their impressions of the e-commerce and its products. As a whole, all of this information will allow you to plan what commercial actions will be carried out in every client segment to obtain the best results.
Create loyalty programs
Once you have localized clients that value the business more, you can initiate different loyalty programs to increase your satisfaction rate with the brand and foment subsequent purchases. Either through a reward program using points or through personalized discounts, your consumer will feel special and want to prolong their relationship with the e-commerce.
Give incentive to the publication of opinions and recommendations
Given the high competitiveness of the online market, many users appeal to third opinions for a final purchase decision. Because of this it is essential to encourage satisfied clients to tell about their experience, either on social media or on the e-commerce itself. Then, satisfied consumers will become ambassadors for your brand and will help you improve your reputation and client acquisition. You can foment the recommendation through email marketing and interactive marketing on social media, among other models.
The key to customer centric strategy is the personalization of communication according to the needs of each segment. The actions of acquisition, retention, and recuperation of clients will be defined according to the characteristics and demands of each one of them. Similarly you should set different price and discount tactics for every phase of the purchasing process. The best model to offer attractive prices to the different buyer personas is dynamic pricing or establishing dynamic prices. You can help yourself with automized tools that optimize decision making.
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