It used to be that if a company focused on their product and delivered decent customer service all was good. If a customer was unhappy, they might complain to a few people and then they would simply move on. Damage to the brand was limited. That isn't the case anymore. Social media has given unhappy consumers a much louder voice. Angry consumers, voicing their complaints online with reviews, YouTube, Twitter, FaceBook, and a host of other social media channels, can wreak havoc on your brand. The repercussions of failing to meet customer expectations can be much more damaging today.
Social media has empowered consumers. It is no longer enough to just avoid making them unhappy. You need to go a step further and actually make them happy. Happy customers remain loyal to your brand. Their recommendations, referrals, and positive reviews are absolutely essential for your organization's success in this digital age. This emphasis on customer satisfaction is known as a customer-centric approach and it works. Pam Neely, at Act-On, has written an article that explains why your organization needs to become customer-centric and lists 6 tips for achieving this.
In order to be truly customer-centric, you need to understand the behavior of your customers so that you can better respond to their interests and needs. Check out our HighRoad U On-Demand Webinar: Understanding Your Users-The Insights Of Inbound.