Harmonising business and hearts: The art of customer-centric companies

Cresencia Marjorie Chiremba

“We don’t want to push our ideas onto our customers: we simply want to make what they want” — Laura Ashley

Valentine’s Day may have come and gone, but the love affair between companies and their customers is an all-year-round commitment.

Let us delve into the fascinating world of customer experience (CX), exploring how exceptional service can be a company’s most potent competitive advantage.

Why customer experience matters

CX is not just about a buzzword; it is the heartbeat of successful businesses.

Think of it as the secret ingredient that transforms a mere transaction into a lasting connection.

Here is why it matters:

i)                   Customer experience trumps price

Customers value their experience more than the price tag. A delightful encounter can make them overlook a slightly higher cost. After all, they remember the service long after they have forgotten the digits on the bill.

ii)                  Service as a sales opportunity

Smart businesses view service not as an expense, but as an investment.

Happy customers become brand advocates, spreading the word like wildfire.

Word-of-mouth marketing remains one of the most powerful channels.

iii)                Personalisation

Coca-Cola’s “Share a Coke” campaign replaced traditional bottle labels with popular names. This hyper-personalised approach led to increased sales and extensive social media interaction. Customers felt seen and engaged on a new level.

iv)               Active feedback collection (surveys)

When McDonald’s faced declining sales, they directly listened to customer feedback through online and offline surveys. Insights from these analyses guided improvements, including higher quality ingredients and digital order screens. The customer experience was tailored to match preferences.

v)                 Understanding and fostering all users’ needs

Airbnb excels by considering both hosts and guests equally well. Their website and application cater to both parties, creating seamless online customer experience while maintaining consistent branding.

vi)               The cost of poor customer experience

On the flip side, a single negative experience can send customers packing. Research has shown that more than half of Americans have abandoned a purchase due to bad service. It is a costly mistake that no business can afford.

Profiles in customer-centricity

Let us meet some international companies that have mastered the art of putting customers at the centre of their universe:

1.     Apple

The tech giant’s sleek products are only a part of the allure. Its in-store experience, from the Genius bar to the minimalist design, keeps customers coming back.

2.     Tesla

Beyond electric cars, Tesla offers an ecosystem innovation. Their personalised service, software updates and community engagement create a cult-like following.

3.     Google

Search engine aside, Google’s commitment to user-friendly interfaces and constant improvement ensures a seamless experience across its products.

4.     TikTok

This social media sensation knows its audience inside out. From algorithmic magic to personalised content, TikTok dances its way into user’s hearts.

5.     Ster-Kinekor Zimbabwe

A leading local cinema chain demonstrated exceptional customer experience through their personalised “Name a Movie” campaign. They launched a campaign where they associated popular names with movie titles. For instance, if your name matched the movie of the day, you got to watch it for free! So, imagine walking into a cinema, purchasing your ticket and realising that today’s blockbuster is named after you. It is an instant connection and a delightful surprise. This personalised touch made customers feel special, turning routine movie outing into an unforgettable experience.

Emotional connection

By linking names to movies, Ster-Kinekor tapped into emotions. People felt a sense of ownership and attachment.

Word-of-mouth and social media buzz

The campaign went viral, with hashtags like #MovieMagicWithName trending.

Word-of-mouth spread, attracting new customers who wanted their personalised movie moments.

Brand loyalty

The company’s campaign fostered loyalty. People returned, hoping their name would be next.

Surprise and delight

It is not every day that you see your name on the big screen. Ster-Kinekor turned a routine transaction into a magical experience.

Nonetheless, this campaign exemplified how small gestures can create lasting impressions.

By connecting with customers on a personal level, they transformed ordinary cinema visits into extraordinary memories.

The dance continues

Companies and customers waltz together, each step influencing the other. As business adapt to ever-changing needs, they must embrace “life-centricity”. This means understanding the forces — technology, health, culture — that shape their customers’ lives.

Remember, whether you are swiping right on an app or browsing a website, the heart of every transaction beats with a promise of a memorable experience.

At the end of the day, exceptional customer experiences lead to higher satisfaction, customer loyalty and sustainable business success.

It does not matter if it is the intuitive website design, transparent pricing or pro-active messaging, every touch point counts in delivering outstanding customer experience.

So, dear reader, let us raise our virtual glasses to the companies that woo us, delight us and keep us coming back for more.

This is because in the grand ballroom of commerce, it is not just about the steps —  it is about the connection.

 

*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335