The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

FOUNDATION FOR THE FOUR KEYS

Now more than ever, it is critical for companies whose goal is to be customer-centric to listen to customers across the entire experience. These companies will learn to use their understanding of customers to find ways to meet customer needs in relevant ways, through whichever touch point the customer chooses to use. Such companies will move from “influencing customers” to “collaborating with customers” through the use of ongoing, meaningful discussions—many of which may take place via social media channels. These interactions, coupled with proactive customer listening, will deepen customer relationships over time and ultimately increase customer value and loyalty.

To achieve the best results, customer listening activities should take place on a regularly scheduled basis. How often will depend on your role in the organization and how prepared your organization is to take action on what is heard. That last point bears repeating, so let me say it another way: Take decisive action based on the results of listening to your customers. Don't waste their valuable feedback and the effort it took to get it! Treat what you learn from listening to customers as a critical piece of data, along with other research findings, to help you make decisions about your products, services, and customer experiences. The insights gained from customer listening and feedback will inform the strategy for executing on the four keys to growing your business from existing customers. ...