Improve the customer experience by overcoming ethnocentric Customer Centricity
It is easy to be ethnocentric about the customer-centrism! Ethnocentrism is the tendency to regard the world primarily from the perspective of their own culture. How often we see the customer experience, loyalty, word-of-mouth marketing, and customer service from the perspective of our own company culture? I dare say that “too often!”
On behalf of the client’s defense, which tend to have a series of exciting programs, customer relationship-building in its place: Advisory Councils, user groups, referral programs, satisfaction surveys, experiential marketing, communication personalized service, and more. These are indeed valuable efforts – but its usefulness is exponential when we put aside ethnocentrism for true customer-centricity. The key is in examining our motives.
Ethnocentric customer advocacy
promotion inside out looking to build relationships with customers through these main reasons: products of new design, acquisition of new customers, up sell and cross-sell current customers, determine employee bonuses, and so on. These motivations are ethnocentric, as they are essentially selfish. Of course, the customer can benefit in the way, but the focus is primarily on the income of the company. With this approach, the benefits for customers are short term at best. And the efforts of the broadcasting company should be constant to keep the wheel in motion.
Customer-centric real defense customer
Outside, the defense tries to build relationships with customers through these main reasons: easier and more enjoyable for customers to earn and use the solutions we offer. With the main reasons securely in place, secondary reasons may include: the design of new products, gain new customers, up sell and cross-sell current customers, determine employee bonuses, and so on. The company will certainly benefit along the way, but the focus is primarily on the ease of customers. With this approach, the benefits to customers are long term and self-sustaining. By making it easier and more enjoyable for customers to obtain and use the solutions we offer, our customers are more likely ambivalent to migrate to enthusiasts of the brand, positive word-of-mouth is accelerating, and revenues and growth the benefits are sustainable in an almost auto-pilot mode, in relation to the stage ethnocentric reasons.
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Tags: Business Costumers, Customer-centric, Ethnocentric customer, Ethnocentrism, Marketing