Strategy

Being customer-centric translates to loving your customers, treating them with the empathy and regard you would appreciate being shown, or indeed, as they wish to be treated. This involves a thorough analysis of customer journey maps and the design of systems, products, and processes informed by their feedback. At D&I Consulting, we uphold the belief that outcomes are more heavily influenced by our actions than by external circumstances. It is a recurring observation that businesses experiencing stagnation or decline often exhibit a prolonged neglect of customer-centric practices, leading to challenges in attracting repeat and new business.

As I recently journeyed through the bustling streets of Lekki and Victoria Island in Lagos, Nigeria, a myriad of advertisements from billboards to lamp post banners, and, most prominently, on various social media platforms, caught my eye. These adverts, vibrant and relentless in their pursuit of consumer attention, ignited a thought: Are we, as creators and disseminators of these messages, truly adhering to the fundamental tenets of advertising?

This journey typically encompasses several phases: inquiry, consideration, purchase intent, and in some cases, recurring use for subscription-based services. 

For instance, a customer showing interest in iPhone 15 is not looking for information on the entire range of Apple products. They are seeking specifics about the various models of that phone – from memory capacity to unique features. Recognizing and responding to this intent with precision is key.

Following the concept of “The Power of Ignorance,” this article explores how intentionally tricking our brain into selective ignorance can propel us towards achieving our goals and visions. This approach involves a blend of optimism, data-driven decision-making, open-mindedness, user-centric focus, and a selfless attitude. 

Gone are the days when retailers could be content with one-off, transactional interactions with customers. The relationship between retailers and customers has evolved into a dynamic, two-way exchange, and it is crucial for retailers to take the lead in fostering this connection. While some customers may not actively seek this relationship, it is the retailer’s responsibility to initiate and nurture it. 

We have discussed the importance of educating your customers and effectively showcasing your offerings. Now, it is time to delve into the third key area of success: incentivising.

When customers engage with your brand, they are inherently asking, “What’s in it for me?” This simple question drives much of their decision-making process. To maintain their attention and drive action, you need to provide compelling answers.

Encourage your customers to share their experiences and feedback. User-generated content, such as reviews, photos, and testimonials, adds authenticity to your offerings. Highlight these on your platforms to show potential customers how real people are benefiting from your products and services. 

I was recently shopping at an apparel store, and the sales associate asked for my personal details without much explanation. It struck me how vital it is for businesses to educate customers on why their data matters. 
My personal experience at the store made it clear that the burden of education often falls on businesses.