What does it mean to be customer-centric?
Being customer-centric isn’t just about offering good services but putting your customer first, putting them at the core of your business, putting
yourself in the shoes of your customers, finding out who they are, what they need and how you can cater to their needs.
Super Office does a good job of outlining what a customer-centric document should look like here.
It is a way of doing business with your customer in a way that provides positive customer experience before and after sale in order to drive customer loyalty and business profits. For you to make your site customer-centric, it’s important to frame your goals in the context that will drive customer actions.
Talk to your customers and get them interested in what you have to offer
This involves using a set of blended skills such as;
Using data to learn about customer types and segmenting them based on an appropriate measure like lifestyle or persona.
Understanding users behavior
Understanding people’s needs, wants, and motivations; what will influence them?
Insight and analysis
Crunching data obtained and structuring it to make strategic, well-thought-out decisions
User experience design
Translating insight into an accessible webpage and user journey concepts that enhance and satisfy the audience’s needs.
Get direct feedback from users, often live testing to see how they use your website.
HOW CAN YOU MAKE YOUR SITE CUSTOMER-CENTRIC
BRAND VALUE PROPOSITION
Communicate your business core values clearly online. How can your business solve customer’s problems, why should they patronize your business?
Having a brand value proposition on your website shows your customers how you want to behave and what you want people to associate with your brand (core values), how you want to treat your customers and the ways you will achieve it (your core value proposition), primary conversations you will have with customers (your key messaging).
What does having a brand value proposition help you achieve?
A company-wide vision, consistency of voice, a service promise.
UNDERSTAND AND DEFINE TARGET AUDIENCE
It is important to know and prioritize your target audience, then tailor your messages and campaigns to relevant audience
Segment your audience based on common user profiles, behavior, needs, etc.
DEFINE VISITOR PERSONAS
Define website visitor personas including primary personas
WHAT IS A WEBSITE PERSONA?
A summary of the characteristics, needs, motivations, and environment of a key type of web site user. Is it a single person, or a group like a family? , What do they look like? , What do you they like?, Where do they live? , What media do they consume? , What brands do they like? , What hobbies do they have?
Web design personas are a powerful method of thinking about your audience needs and priorities.
DEFINE MAIN VISITOR SCENARIOS
Why do visitors come to your site?
Are they just browsing or do they have an immediate need? Find out what it’s like to go through your site as a visitor, are the paths clear and is key information well sign-posted at each stage?
So, you need to consider the scenario that has triggered the visit.
Decide on the main actions you want a visitor to take and then emphasize those through the design, this is particularly important for landing pages where there will often only be a single choice.
DEFINE KEY CUSTOMER JOURNEYS
Customer journeys are the different routes that customers follow through the site. A customer’s journey doesn’t start on the website, visitors are often prompted to visit a site through; offline ads, direct mails, online in response to search results or an ad on another site. Therefore, the consistency between where the journey starts and the landing page on your website needs to be high to avoid putting people off.
Enjoyed this post? Click here to know how to attract the right audience to your site.