Companies that build a competitive foundation and stand out as industry leaders often have shared qualities that make them successful. The most important quality for a company is building a culture founded on delivering value and trust to its customers. In this article, Adam Ferrari shares several ways to restructure your business culture towards an approach centered around building customer value.
Customers don’t behave the same way that they used to. Especially in B2B customer scenarios, customers aren’t looking for a business that just solves their problems. They’re looking for a partner—to pair off with someone who holds similar values and is wholly dedicated to their business’s success.
You have to do more than just treat your customers well in order to cultivate a level of long-term commitment. You have to make them feel like they are an extension of your company as a whole, an integral part of your mission.
Does this sound familiar? If so, it’s probably because you have used this strategy to motivate your employees. The same goes for your customers.
You are looking to create a deep sense of loyalty and belonging in your company culture, so this should be passed off to all aspects of your business. If employees and customers feel like they contribute to your goals, they are more likely to stay motivated.
We’ve been hearing this since we were children, but have we really listened? There must be an open line of communication between you and your customers. Whether you are working in the B2B or B2C space, you must be accessible.
And that’s not even enough: you must then be attentive to that access and truly hear your customers out. If your customers don’t feel like they have a voice, they will walk out right away. If they feel like they have a voice, but that voice isn’t being heard, it may take a little longer, but they will still walk out.
Be proactive in your approach. Ask customers for suggestions and feedback on the products or services that you provide. Communicate the fact that you want to build the best possible experience for them, as they are the one’s giving your company money, after all. After you’ve asked for the feedback, implement it. This will demonstrate that you truly value their input and have taken measured steps to increase their satisfaction. There is no better feeling as a customer to make a request then actually see the change taking place. It taps into a primal instinct to feel attended to and heard and will deliver huge amounts of value that will lead to retention.
In the modern economy, you must build a company culture founded on customer value. It’s not enough just to open the line of communication; you must then use that feedback and implement it into your business processes. If your customers are happy, the business is happy. Start with a focus on the customer, and everything else will run smoothly.
Adam Ferrari is the founder of the mineral acquisitions company Ferrari Energy. He is a chemical engineer by degree and is an accomplished petroleum engineer by profession. He also has experience in the financial sector through his work at an investment banking firm. Under his leadership, his company has supported numerous charitable organizations, including St. Jude Children’s Hospital, Freedom Service Dogs, Denver Rescue Mission, Coats for Colorado, and Next Steps of Chicago.