1to1 - Spring 2009 - (Page 19) adapt or Like the meteorite might have been to the dinosaur, the current economic crisis threatens the very existence of many organizations. Proponents of customer centricity assert that increasing customer focus is integral to business success and sustainability, not only through the recession, but also over the long term. “At the risk of stating the obvious, there has never been a more critical time to delight customers and exceed their expectations,” says Hilton Barbour, group account director at Banner. “Shoddy delivery, be it in services or products, will doom the organization.” Barbour is not alone in his opinion. According to a recent 1to1 Media survey, 62 percent of respondents said that customer engagement is a high priority for 2009. Similarly, 88 percent of executives said customer engagement is important or essential to their organization in E-consultancy and cScape’s “Online Engagement Report 2009.” Knowing that customer centricity is essential, the question then becomes, What aspect of customer strategy will be the most useful in the severely weakened economy? The most common recommendation is to act as a true partner. Other advice includes increasing retention efforts, listening to customers, improving the relevancy of communications, focusing on metrics and accountability, and demonstrating customer value to the CEO. die encourage adding value to the customer experience without requiring them to make a purchase. For example, meet with and listen to customers to learn how to help them manage any financial challenges they may be facing at this time. Nice to have 11% Not important 1% This may mean offering pro bono strategic consulting to help them improve operations, or extending payment terms, or even connecting customers so they can share strategies or discover new opportunities. Recognizing that customers may be loyal but unable to buy in the short term, the challenge becomes how to continue to add value until their purchasing power improves. “[We try to] thoroughly understand what their current needs are and help out in any way we can,” says Colin Thom, a technical sales professional. “If they’re moving, help them move; if they have operational challenges, offer guidance or resources. What they need right Put Customers First Experts counsel companies to treat customers as the valuable assets they are, regardless of economic conditions. “The best way to thrive now is the same as it was ‘then.’ You must always Customer Engagement Is Essential How important is customer engagement to your organization? Essential 52% Important 35% Source: “Online Engagement Report 2009, E-consultancy and cScape ” put the customer first,” says Chris Mann, owner and CEO of Woodhouse Day Spa. “These days getting a customer to spend money with you is tough. By focusing on them you give them a reason to spend with you, rather than with your competitor.” For Mann this means continuing to add rose petals to the spa’s aromatherapy baths, offering free drinks and snacks, and continuing to take care of customers the way the spa did when times were good. “Cut out these perks now and your loyal customers will be gone by the time the economy recovers.” Mann’s conviction that putting the customer first is a must is echoed by many industry strategists, who also www.1to1media.com Spring 2009 19 http://www.cscape.com/services/Pages/CustomerEngagement.aspx http://www.cscape.com/services/Pages/CustomerEngagement.aspx http://www.1to1media.com
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