As we transition to something of a new normal over the next few months and years, it is more important than ever to ensure that your organizational structure is centered on your customers. Whether you feel like you are struggling to find a new path or you have found ways to thrive in spite of the challenges we have faced in the last year, we want to help you grow by developing a lasting, client-focused organizational structure.
What Does it Mean to Be Client-Focused?
Knowing Your Core Customers
It is impossible to create an excellent experience for someone you don't know. If you want to be more client-focused, you first must get to know your core customers. To develop your buyer persona, you should ask these questions and more:
- What is the age, education, current role of your core customer?
- What are their core values?
- What are their greatest needs and concerns?
- What are their pain points?
- Where do they get their information? How will you communicate with them?
Millennials, for example, are not likely to be reached by traditional advertising methods. They will commonly research extensively online before they make a purchase.
Whoever your core customers are, getting to know them is the first step to becoming more client-focused.
Build Customer Feedback Loops
Once you know who your client-base is, you need to hear their honest feedback. Position your teams to perform interviews with your clients. You might ask these questions and others:
- Why did you choose our product or service offering?
- How easy was it to become our client?
- What about our process should be improved?
- What about our customer support process did you value? What would you like to change about our customer service and support?
- What is your favorite part of being our customer?
- How can our products/services better meet your needs?
- What would make you come back?
- What did we do that made you avoid us?
Your team may find customers, and clients will be incredibly forthright with their thoughts and eager to help you improve.
Identify Ways to Improve Your Customer Experience (CX)
Armed with the knowledge of who your clients are and what they think about your products and services, you can begin to implement strategies to improve customer experience. More than anything, CX is what will dictate whether your customers enthusiastically return or begin shopping elsewhere. We have written more extensively about customer experience in a previous article, but some quick tips include:
- Center your mission on improving client experience.
- Make sure your teams know how vital it is to maintain excellent CX.
- Create rhythms that ensure you are regularly reviewing customer feedback.
- Empower your teams to be more client-focused.
Empower Your Teams to be More Client-Focused
How can you empower teams to be more client-focused?
1) Break down silos: Leadership silos limit your teams from interacting with the information they need to improve client experience.
2) Build agile teams: Your teams should be nimble and flexible, capable of making on-the-fly adjustments to help provide the right solutions for clients. We often speak about setting up guardrails to allow your teams to be agile. In this case, maybe you set an amount that can be spent to solve a customer issue without additional approval. For example,you can think about a policy that if it is less than a certain dollar amount, a team member can solve a customer’s issue on the spot vs. waiting for approval.
3) Facilitate collaboration: With silos broken, teams should be freed to collaborate together. Leadership must reemphasize the importance of innovating for the sake of improving CX.
4) Encourage innovation: Every team and department should be committed to improving the experience of each client. It is not a single team's responsibility. You need everyone working together for the delight of clients. Your teams can set up cross-functional brainstorm sessions to address feedback and innovate new solutions.
5) Develop your leadership: As you refocus your team's central mission and values on client service, always be on the lookout for the next leaders that exemplify these goals.
6) Bring in outside help: The right consultants can help identify areas in which client focus can improve. They can give you a fresh perspective on ways to improve, and can work with your leadership and teams to develop and implement strategies to create an innovative, customer-centered culture. TEAMES & CO is dedicated to helping companies grow by delivering delightful client experiences.
Developing a client-focused organizational structure is vital for your company's survival and a key to your ongoing growth. Your company can weather many storms and thrive in the midst of a host of challenges. We have helped numerous businesses grow by refocusing thier organization to become more client-focused and improve the customer experience. If you would like to know more about how TEAMES & CO can help, contact just to schedule a free consultation. You can also learn more by subscribing to our podcast. We look forward to getting to know you and helping your team grow.