What to do to exceed expectations and delight your customer?
The most recurring answer to this question is that the company must keep its focus on the customer, converging all its energies to offer solutions that surpass everything that it may want, need or expect. But is that all?
The idea derives from a series of precepts spread at different times in the hope of improving market relations: focus on production, which aimed at efficiency; focus on quality, which aimed at flawless deliveries, are some of these variations that, in constant change, brought us to a new positioning before the consumer and to some misinterpretations that lead us to question: what is “focus on the customer” - and, even more relevant -, is it possible that there is a business or company that does not have this focus?
Focus on the customer is a methodology directed to the demands and needs of the customer in order to positively surprise him so that, in theory, the company guarantees the loyalty of this customer and the continuity of the business. The methodology is seen as beneficial because it generates greater profits, however it requires a systematic relationship management that prioritizes sales strategies based on the interests of customers and offers products and services according to this perspective. This management requires monitoring the customer's routine, before, during and after sales, even allowing for the anticipation of offers adjusted to their profile. Companies that start from this premise must build their own relationship culture. A company's culture guides its way of working and it is necessary for all employees to understand that they are there to serve the customer and deliver the best experience to them. The exchange of information between the teams and satisfaction surveys are useful to promote improvements in this service, as they avoid repetition of errors and disclose successes.
To delight the customer is to offer something that surpasses what he wants or needs. It is to show that the company cares for the consumer and practices an approach and empathy service, not as something isolated, but as an integral part of the culture and its special way of acting, in front of an equally special customer. The concept is not new. Some time ago, Gartner already announced that organizations that understood the advantages of the so-called CX (customer experience) for businesses and directed attention and funds to this sector, not as something sporadic, but as part of a project, would be ahead of the competition. in the digital medium. To prove how customer satisfaction increases revenues, decreases turnover and expands business, he suggested a constant monitoring of data and performance, highlighting the importance of technology in business and the need for companies to be open to continuous transformation.
Customers are becoming more and more demanding and competition is increasingly intense. And if there is much to be done, the basics cannot be left out. It is necessary that companies and leaders think and act as consumers that they are, so that, from this angle, they observe that exceeding expectations goes far beyond a simple "focus on the customer" or "thinking outside the box". As consumers, we expect to be served promptly, in an agile, consistent manner and based on three fundamental pillars: commitment, efficiency and effectiveness. In addition, we want total transparency and security about the service or product being offered. And this is what permeates the DNA of Sphere. This is our guideline, our focus and the means we use to seek continuity within our market.