5 Companies Who Are Embracing Customer-Centricity

by | Jul 3, 2020

  • Zappos

Sometimes, taking care of the employees is just as important as taking care of your customers. That’s what Zappos have proven. This online shoes and clothing retailer has a very flexible structure – where everybody works in the team that they care about.

Aside from their employee-related programs, Zappos also uses various methodologies like surveys and usability testing to give their customers better experience and service.

If you look at their website, Zappos has a dedicated customer service menu which is not only user-friendly but also incredibly conversational. Satisfied customers, paired with equally satisfied employees makes Zappos one of the best customer-centric companies in the world today.

  • Slack

Ever since they’ve started, Slack has always put customer feedback as their top most priority.

In 2013, Slack rolled out its communication platforms to only ten companies. They based all of their updates based on feedback, putting the customer’s best interest at heart. In fact, Slack’s main focus is not sales and revenue but customer experience scores, putting more effort into honing their customer support team.

Because of Slack’s customer-centric approach and a big emphasis on critical product insights, the team communication company now has three million paid users and counting.

  • Good Eggs

Good Eggs has been making some noise lately, and for good reasons. This San Francisco-based startup is the perfect example of how a company – whose on the brink of closing down – can turn the tables around just by being customer-centric.

Founded in 2011, Good Eggs is an online version of a farmer’s market. They expanded quickly across various states in the US and are expected to continuously grow. But by 2015, it closed down most of its branches and laid off 140 employees.

Good Eggs recouped and hired a new CEO, Bentley Hall in late 2015. Hall prioritizes customer-centricity. They started to offer more products that made it possible for households to buy a week’s worth of groceries with just one click.

In an interview with Fast Company, Hall stated “You have to have the discipline of making sure you are delighting the customer within the constraints of being a profitable business.”

The company managed to stay on top of their game and has already quadrupled its operations in the Bay Area.

  • Who Gives a Crap

Who Gives a Crap is an Australian-based company with a witty brand message and a good cause. It started as a crowdfunding campaign with the founders sitting on the toilet and refused to move until the funds have been met.

Being a social enterprise toilet-paper company, Who Gives a Crap branded itself around good humor and “feel good” experience – which can be said the same when it comes to their culture. Tim Baxter, the growth marketing manager of Who Gives a Crap couldn’t have said it any better:

“We want to make sure that with any interaction they feel good and have a fun experience. That is in everything from the adverts we make, to the job titles we have, to the way we interact with our customers.”

Another example of how customer-centric they are: as the demand for toilet paper grew during today’s current pandemic, Who gives a crap refused to raise their prices and decided to prioritise their existing clients instead of focusing on new ones.

  • Netflix

Being one of the most famous media-services providers globally, the tremendous success of the company boils down to how they listen to the pulse of the people when it comes to the kind of movies and TV series that they suggest users to watch.

From logging and analyzing each customer’s interaction within the application to using the gathered data in predicting users’ viewing preference, providing personalized recommendations, and deciding which new TV series or movie they would create next, the company makes it to a point that each user gets a personalized experience in accordance with their individual preferences.

Netflix also ensures that they take into account the sentiments of their patrons even in the most serious matters–even ones that concern taking legal actions. In 2017, the company sent a cease-and-desist letter to a group of fans that created a pop-up bar themed after a famous Netflix series and instead of sending a stiff and threatening letter, the company sent a humorous letter referencing the series and recognizing the people as fans instead of criminals. The company, proving time and time again how much they value their customers’ experience and involvement.

Evidently, the above list shows that becoming a customer-centric company, when done right, pays off better than other business strategies. As much as lowering prices attracts customers, most of us can agree that a company that focuses on effectively catering our concerns gains our loyalty and makes us want to transact with them many times over.

Adopting this kind of approach to business might look like a long shot, but our Customer Centricity Lab can help you adopt this customer-centric strategy the same way the companies who have thrived in the above list did.

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