The concept that “the customer is always right” has driven business for more than a century. From 20th-century department stores to bleeding-edge tech firms, customers have remained at the center of business success.
Everywhere you look, the customer-first mantra of business is more alive than ever, and 21st-century business leaders must keep it a priority if they want their businesses to thrive and grow.
The Customer’s Seat at the Table Is Mandatory
We live in an information age. AI tools are making it easier than ever for customers to access and synthesize data to inform their opinions. This has taken the importance of the customer and elevated it even further.
A good example of this in the modern context is online shopping. Virtual markets may be disconnected from personal experience, but e-commerce companies still need to find ways to take care of their customers.
They must invest in things like customer loyalty. Every order and transaction represents a chance to build trust and encourage repeat business by meeting felt needs both in the customer journey and through the products and services offered.
There is a critical need to back up claims with experience and to marry intention with action. It’s easy to make promises, like offering quality products, fair prices, free shipping, and so on. But many of these are common expectations anyways. What really matters is coming through on promises. Customers want to trust that what they’re told will really happen.
At its core, a customer-first mindset is that simple. If a business says it will do something and then executes it on a high level, that shows that they value the customer and their experience. It shows that they have given their customers a seat at the table and have put the spotlight on them.
Empowering Teams to Prioritize Customers
If you’re nodding in agreement but aren’t sure how to recenter your organization on the customer, that’s okay. Customer prioritization is an ongoing effort. It’s also a moving target. You can’t just “set it and forget it.”
Fortunately, investing in this area isn’t complicated. It just requires some basic understanding and minimal effort. You don’t have to be a top-level leader to institute change, either. Managers along the org chart can find small yet impactful ways to put the customer first.
It all starts with setting the right expectations. Mike McClung, founder and CEO of Dungarees, a retailer of workwear and outdoor apparel known for their great customer service, put it well: “Great customer service starts with setting expectations that are attractive to the customer and that your team can deliver.”
McClung addressed the entire customer journey, saying, “Give your entire team – from fulfillment to customer service – clear standards for those expectations and give them the opportunity and trust to make the call when it counts. Then, recognize and celebrate the staff who seize those opportunities while keeping the customer and company in mind.”
That concept of empowerment is key. You must equip your team with the knowledge and confidence to support customers throughout their jobs.
If you’re wondering how you’ll know it’s working, there’s an easy metric to watch: your customer contact. You’ll know when you’re making progress by a lower customer service contact percentage.
The customer is always right. (Whether they are or not.) As the business world evolves and e-commerce continues to grow, managers must understand and circle the wagons around this key concept. They must lead by example, empower team members, and always look for ways to point back to the customer, whether they’re leading product development, sales teams, or any group in between.