Customers say that they feel recognized about organizations that are customer interested . They are heard when they have questions or complaints, but they do not yet have the impression that anything is done with the feedback. The organization is indeed paying attention to the interests of the customer, but this is still happening in fits and starts. The good will is there.
Customer focused
This is different at level 3, that of companies and non-profit organizations that are customer focused . Then the organization shifts its focus outward, aimed at the interests of the customer. In general, it is pleasant to do business, because these organizations understand that customer interest is a decisive success factor.
Customer centric
The policy of customercentric organizations is aimed at realizing maximum added value for the customer, taking into account their own goals. Usually, customer satisfaction surveys are conducted, and the organization measures what the customer experience is like and how they can innovate their services or products with it.
Customer obsessed
At the highest level it is wow! and hallelujah! Customers say that the organization is super accessible and service-oriented, and that they handle everything perfectly. Because the customer is in the DNA of the entire organization ('anything for a smile?') an ultimate customer delight can be achieved.
With the COMM model of Bugter and De Bruin you can determine quite easily where your own organization stands, regardless of the type of organization or the size of the organization. Every organization – from ZZP'er to multinational – can become customer obsessed .
Yes, great. But how do you become customer obsessed? Bugter and De Bruin have specialized in helping clients to truly understand the world and experiences of their customers, in order to improve and renew their services and communication from there. They do this by examining organizations and advising them to increase their customer obsession level. For example, by developing excellent profiles and personas and gaining support for them down to the capillaries of an organization.
Also read: The 5 most frequently asked questions about personas
With profiles you can serve customers in a personalized japan telegram data and data-driven way. With personas you help every department or employee of your organization to optimally put themselves in the customer's shoes. The customer comes to life.
By creating profiles, you will gain tools to better serve customer groups and individual customers, and to determine which core message you convey. By setting up personas, you give the collected customer data a face, so that you know how to communicate with your customers: with which tone of voice, how you behave and how you can influence them to choose your products or services.
Creating them takes a lot of time, energy and money. To develop high-quality and result-oriented profiles and personas, thorough research is necessary, and you also need to ensure strong support.
In four steps to a customer-obsessed organization
Bugter and de Bruin advocate that you carefully develop profiles and personas. The presented 4D plan helps with that. 4D stands for Discovery , Define , Design and Deliver . You may recognize a classic production process in this. The method as described by the authors anchors high quality, care and support, so that the host organization is really helped to place the interests of their customer in the core business .