It wasn’t that long ago when businesses claimed that the key to acquiring customers was the quality of the product or service they delivered. Well, things have changed since then. Since then, things have changed when one more critical success factor has appeared: customer satisfaction as a driver for a company’s survival, competitiveness, and growth.
The question is: How to ensure you take customer experience seriously, stand out from the noise, and win loyal customers over?
The Chief Customer Officer at Qobuz, Raphael Awóṣéyìn, has the answers.
Why is customer-centricity important to your business?
Being customer-centric is more than just saying your customer is top of mind. It is about understanding the customer to anticipate their needs, wants, communication preferences, and build meaningful experiences and lasting relationships. This is easier said than done.
There is a direct link between product quality and customer adoption. Customers will adopt your product if they perceive the quality to be aligned with their needs and desires.
It’s simple: If customers aren’t happy, they won’t stay with your brand. If you don’t have customers, you don’t have any revenue and, as a result, no business.
At the end of the day, it all comes down to revenue. A business needs revenue to sustain itself, and ensuring customers are happy with your product protects that revenue. You need to understand where the value is and ensure to serve your customers adequately.
7 ways to become more customer-centric
Buyers today have an effortless path to walk away from brands they love, and they are not afraid to do so.
To become a customer-centric company, improve the quality of your product and be more competitive, apply these guidelines :
1. Make customer-centricity a focus value
Add customer-centricity as one of the core company values. Every employee should be focused on the customer and put the customer first in their thinking and decision-making.
Whenever your team is in doubt if a decision is customer-centric or not, encourage them to answer these questions:
- How will the new feature benefit the customer?
- How will this CRM campaign create an easier, more intelligent way to interact with the customer?
- How will this new process remove unnecessary friction experienced by our customers?
2. Listen to customers
It’s crucial to keep customer satisfaction high at all times. We take a 360-degree approach to understand how customers feel about the product.
We always check our app store reviews, Customer Satisfaction Scores (CSAT), Net Promoter Scores (NPS), social media, online forums, and customer interviews.
We look for patterns in the feedback. It pays to listen to those customers who provide the same feedback explicitly or expressed by their behavior.
3. Create a positive onboarding and activation experience
Help your new customers understand your product’s value as quickly as possible. This is why the one-month free trial is a critical period for this.
A positive onboarding experience confirms to our customers that they made the right choice when choosing us and personalized communication is deciding factor in those early stages.
4. Communicate the value constantly
In a subscription-based model, every time you communicate with the customer, you want to highlight the value proposition of your product. Customers can cancel at any time, so you need to provide value continuously.
That is why we moved to the Braze platform, which helps us identify the right points in the lifecycle to communicate with customers and send the most relevant message to them at every step of the way.
5. Dig into the data
We dive deep into customer behavior and product or service usage to understand their priorities and preferences and anticipate their future needs.
What kind of music do they listen to? Do they create playlists? Why do they choose our product? All of these insights give us information on what is important to them. This way, we can continuously improve our product and remove friction.
6. Manage churn and grow retention
There are different kinds of customers based on where they are on the customer journey.
We focus on two main customer segments in this case:
- Customers that stop paying for our offer
- Customers who are happy with our product
Based on the findings, we try to understand what caused them to cancel or the main reasons for their satisfaction and optimize the journey. We try to understand customer behavior and learn at what point in the process they might drop off or have issues with the product.
Making a customer feel heard develops long-term relationships with your customers, resulting in loyalty and retention – and ultimately more significant revenue.
7. Keep on engaging customers
Knowing what to do when someone is not engaging with your product is a big challenge. Sometimes you may push something to customers that they don’t want without realizing it.
People come to Qobuz because we have something that they wish to, like the authenticity of high-resolution music, deepening music knowledge through rich editorial content, an extensive jazz & classical music catalog that doesn’t only cater to the mainstream, and more.
On a basic level, they may want to do things like create a playlist, add songs to their favorites, listen through their sound system. It is imperative to understand what kinds of users you have and what they care about and act upon it.
How Qobuz is reshaping the music industry
Qobuz is high-resolution music streaming and download platform for music lovers and audiophiles. It’s for anyone who takes music seriously and is looking for ways to improve their music experience outside of the mainstream. With over 70 million high-quality tracks across genres, you don’t have to compromise on sound quality as you get the lossless music experience the artists intended and rich editorial content.
We are also very focused on providing value for the artists’ fair remuneration. People like to stream, but artists make more money when people buy and download songs or albums.
Music ownership and collection are also crucial to our customers, and when you purchase an album, you own that album, independent of any platform. Therefore, we have a download store to support both the artists and our customers and music streaming.
1. If you want to improve your service quality and be competitive, you must put the customers’ interests at the center of your decision-making. This is being customer-centric.
2. When someone signs up, uses your product every day, and suddenly stops completely, you know something is wrong. Understanding customer behavior can help you predict and prevent churn.
3. Not every user will use your service for the same reason. Try to understand your customer segments, personas, and what they care about.
Who is Raphael Awóséyìn?
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