Vous est-il d\u00e9j\u00e0 arriv\u00e9 de vous offrir un service totalement in\u00e9gal\u00e9 \u00e0 vos besoins, comme de vous faire vendre une exp\u00e9rience de piscine \u00e0 ciel ouvert alors que vous avez \u00e0 la fois le vertige et un mauvais nageur, ou de vous voir proposer un produit cosm\u00e9tique pour un type de peau totalement diff\u00e9rent du v\u00f4tre ? Concept connu dans le domaine de la vente, l’approche \u00ab\u00a0r\u00e9soudre, ne pas vendre\u00a0\u00bb est la marque de fabrique des offres cibl\u00e9es, personnalis\u00e9es et bas\u00e9es sur les besoins des clients. Il peut \u00eatre li\u00e9 \u00e0 des strat\u00e9gies de d\u00e9sagr\u00e9gation des ventes allant des options de plans et de forfaits importants dans l’industrie des t\u00e9l\u00e9communications aux nuances et palettes courantes dans l’industrie de la beaut\u00e9\/du maquillage. \u00ab\u00a0R\u00e9soudre, ne pas vendre\u00a0\u00bb implique de faire correspondre les besoins sp\u00e9cifiques et identifiables des clients aux sp\u00e9cifications et \u00e0 l’utilit\u00e9 des produits et services. Il met en toile de fond un refrain dominant dans l’industrie de la publicit\u00e9 d’aujourd’hui o\u00f9 nous voyons des marques parler de la valeur \u00e9motionnelle et fonctionnelle de leurs produits sur de fausses caract\u00e9ristiques et de vagues d\u00e9tails techniques.<\/p>\n\n
Customer intimacy, propagated <\/a>by Michael Treacy and Fred Wiersema, draws from the reimagination of what \u201cvalue\u201d means to customers and the design of business systems that provide such value to match the needs of customers. With a broadened conception of value by customers in the digital era, customer intimacy stands out in Treacy and Wiersema\u2019s school of thought as a value discipline that merges \u201cdetailed customer knowledge with operational flexibility\u201d in order to meet exact, unique needs of customers. Whilst one might infer that achieving customer intimacy comes with cost implications or requires a degree of business eccentricity, it\u2019s important to acknowledge the line that links customer intimacy to business gains. This linkage centers around its facilitation of customer loyalty and lifetime customer relationship. Using Zappos, the Amazon-owned online shoe retailer as a case study, the firm\u2019s customer-centric culture placed the needs of customers so high that they were willing to recommend<\/a>, in cases where they didn\u2019t have the exact shoe stock customers needed, their competitors who did. With such a practice, the Zappos brands applies, in quite unconventional measure, the \u201csolve, don\u2019t sell\u00a0\u00bb approach, which yielded <\/a>them more than $1 billion in annual gross sales within a decade, a profitability they ascribe to repeat customers and word of mouth promotion.<\/p>\n\n Why should businesses adopt the \u201csolve don\u2019t sell\u201d approach to their customer experience strategy<\/a>? What is the case for customer loyalty spurred by this approach? Primarily, profitability and business success requires going beyond one-off sales. A first time sale is meant to lead to repeated sales which is the crux of customer experience –\u00a0 to ensure that customers are satisfied and receiving the value they require to keep coming back. Thus, focus on short-term incentive at the expense of long-term profitability on the heels of customer happiness, trust and loyalty easily becomes the difference between winning and winning big. To factor in the financial implication of retention and repeat purchase, a Bain and Company<\/a> report highlights that a 5% increase in customer retention produces more than a 25% increase in profit, using the example of the financial services industry.\u00a0<\/p>\n\n With these in mind, what then are the steps towards inculcating a business culture that favours the \u201csolve, don\u2019t sell\u201d approach, a model steeped in customer intimacy? Here are four guides for businesses willing and ready to always address their customer\u2019s specific needs and retain them for a lifetime:<\/p>\n\n Business efforts to improve customer experience are directly grounded in the strides of employees. Empowering employees<\/a> to be customer-centred such that they can take ownership of situations to serve customers better, are willing to be flexible to customer needs, and are consistently operating from a standpoint of the customers\u2019 interest goes a long way in shaping a sustainable customer experience strategy. To do this, it is important to create a culture of open communication where employees are able to share their opinions and suggestions. This goes alongside a strong feedback culture where employee growth and development is encouraged every step of the way. At the root of all these is the instilment of a customer-oriented organizational vision and value system to serve as a Northstar for employees.<\/p>\n\n It is important to know your customers as much as possible. Understanding<\/a> what they need, what they care about, how they engage with your touchpoints, and what their pain points might be goes a long way in helping you solve their problems. Data-driven decision making comes to the fore here, as consistent collection and monitoring of patterns and trends in the behaviour of customers should be the driver of product\/service design and business strategy as well as iteration.\u00a0<\/p>\n\n <\/strong>Having set a customer-oriented employee culture and assured in-depth understanding of customers, it is important for a business to align its communications and messaging in a way that shows their clear understanding of their value to their customers. A business should be able to concisely communicate their value-addition\u00a0 – how they can help the customer, serve them, or solve specific challenges they face. This way, a customer knows what to expect from their brand from the get-go. When it is exactly what they need, then the customer relationship<\/a> takes off on a smooth and seamless end.<\/p>\n\n Pour un certain nombre de lignes de mode<\/a>, les m\u00e9dias sociaux sont tr\u00e8s outil efficace pour rester en contact avec les clients. Pour d’autres organisations dans des secteurs tels que le logiciel en tant que service (SaaS), le t\u00e9l\u00e9phone et le chat en direct pourraient constituer des canaux utiles pour \u00eatre pr\u00e9sents aupr\u00e8s des clients. Pour rester pr\u00e9sent aux clients, il ne suffit pas de r\u00e9pondre aux questions et de les diriger vers les points de contact commerciaux. Il offre aux marques la possibilit\u00e9 d’affiner leur compr\u00e9hension de leurs clients et de mettre en valeur cette prise de conscience dans leur interaction avec eux ou avec des causes qui leur tiennent \u00e0 c\u0153ur. Selon un \u00e9tude Salesforce<\/a> qui a compil\u00e9 les r\u00e9sultats de plus de 15\u00a0000 consommateurs et entreprises en 2020, \u00e0 la lumi\u00e8re du coronavirus et de son impact sur les entreprises, 54\u00a0% des clients interrog\u00e9s s’attendent \u00e0 ce que les entreprises \u00e9largissent leur engagement m\u00e9thodes. Cette constatation renforce l’imp\u00e9ratif pour les entreprises de redoubler d’efforts pour rester en contact avec les clients.<\/p>\n\n In all, to adopt a solutions-oriented, customer-intimate strategy, a business must be willing to invest in the combination of employee empowerment, customer knowledge, value-addition, and steady connection. If executing these in tandem leads to a pay-off in customer loyalty, what stops your business from going all in?<\/p>\n","protected":false},"excerpt":{"rendered":" Vous est-il d\u00e9j\u00e0 arriv\u00e9 de vous offrir un service totalement in\u00e9gal\u00e9 \u00e0 vos besoins, comme de vous faire vendre une exp\u00e9rience de piscine \u00e0 ciel ouvert alors que vous avez \u00e0 la fois le vertige et un mauvais nageur, ou de vous voir proposer un produit cosm\u00e9tique pour un type de peau totalement diff\u00e9rent du […]<\/p>\n","protected":false},"author":4,"featured_media":2327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[104],"tags":[],"class_list":["post-2927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/posts\/2927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/comments?post=2927"}],"version-history":[{"count":4,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/posts\/2927\/revisions"}],"predecessor-version":[{"id":3385,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/posts\/2927\/revisions\/3385"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/media\/2327"}],"wp:attachment":[{"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/media?parent=2927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/categories?post=2927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightcom.com\/fr\/wp-json\/wp\/v2\/tags?post=2927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}1.Empower your employees to be customer-centric<\/strong><\/h5>\n\n
2.Understand your customers and their needs<\/strong><\/h5>\n\n
3.Soyez clair sur la valeur que votre produit\/service offre \u00e0 vos clients<\/strong><\/h5>\n\n
4.Be present to add value to your customers<\/strong><\/h5>\n\n