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Why Customer Focus is Key to Unlocking Growth

Category : Growth Marketing Author : Team Amura Date Created: 16 Sep 2019

For your business to keep growing, you need to adhere to a growth-oriented mind-set and incorporate some key tactics into your marketing strategy. The fundamental tactic of growth marketing is about attracting engaged customers which makes it pretty evident what lies at the centre of your marketing focus – your customers.

You might be familiar with the line: It takes years to build a reputation but just moments to ruin it. This line, in itself, highlights how important keeping your customer happy and satisfied. Customer happiness and the success of a business are co-dependent; hence businesses are focusing more on delivering an exceptional experience to their customers, through their products and services. How you treat your customers goes much beyond having a customer service team, it indirectly reflects your brand's values.

Customer-centric Growth

Most successful organizations put their customers’ need before anything else. They even consider customer service as the top-most priority for their businesses. Earlier, marketing was all about brand promotion and improving the quality of the products or services offered by the brand. Bigger and well-established brands always care more about the experiences and services of their customers because they know having a group of loyal customers is like having a top rating for your business. Acquiring newer ones after that becomes a lot easier.

With changing consumer psychology, expectations about brand interactions continue to rise. Customers today place more emphasis on experiences; therefore the one metric that should matter to your business is your customers’ behaviour trend. Keeping this as your end goal for decision-making can help you to gain a competitive edge over others. By adapting your value proposition based on how your users are responding, will help you to prioritize which experiments to run; thus delivering more relevant customer experiences and ultimately, achieve growth.

The Importance of Customer Service

With time, this customer-centric attitude has shifted the focus of most businesses to customer service. Nowadays, businesses make sure they go out of their way to set up the right customer service team with people who are skilled in the art of handling and extending help to customers. Though the scope of customer service varies with the industry and nature of a business, the main focus remains the same - easily solving any problem related to your product/services and ultimately easing out the burden of your customers.

An apt example of this would be Amazon Go. This retail outlet operated by Amazon eliminates the hassles faced by most consumers – checkout lines. This shopping mart functions without a checkout counter. With the help of artificial intelligence, customers can check out their items themselves thus making the shopping experience much easier for customers. This technology-driven solution saves a ton of time from the waiting queues at the checkout for its customers. Thus, Amazon has given a whole new meaning to customer service with the end goal of keeping customers at ease.

Elements of Customer Focus

We went through why being customer-focused is important, but what are the actual actionable pointers when it comes to implementing that customer-first attitude? Here are four basic elements of customer focus:

Elements of customer focus

Customer is the King

Needless to say, being customer-focused is a lot more nuanced; going beyond these four basic tactics. But they provide any business with an excellent starting point. Understanding your customers’ needs is the most important step towards determining your communication strategy. By unlocking insights into your customers’ behaviour, you can work with the one message that resonates most effectively with your audience. Keep this as your guiding metric and run tests to scale the strategy that works the best.

At Amura, we specialize in nurturing your customers across the entire funnel and providing them with a seamless experience. That way, they are not only your loyal customers, they are also your brand’s spokesperson. With a decade-long experience as a growth marketing agency, our team of dedicated growth marketing experts has helped over 250 businesses grow to their potential. We try newer hypotheses, put them to the test, and quickly zero in on what works.

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Comments (38)

  Caleb posted over 3 years ago

The resources presented in this site are of very good quality. It's as good as attending a university class. I am very thankful for this.

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  Pink posted over 3 years ago

In addition, every company needs to have a customer service charter. It helps them stay focused on their goals as pertains to their customers.

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  Anny posted over 3 years ago

I find companies that don't have a customer service department in a bid to cut cost laughable. It's like shooting one's self in the foot.

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  Sean posted over 3 years ago

I wish you had shared more examples of companies that have done well in customer focus. I am happy to see Amazon doing well in that front.

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  Laura posted over 3 years ago

The four basic elements of customer focus are truly eye opening. I like how this article has broadened my perspective.

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  Terry posted over 3 years ago

The worst thing ever is a company that has lost touch with its customers. That usually spells doom.

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  Desma posted over 3 years ago

The act of aligning the company strategy with the customer needs and interest is something every organization should absolutely do. The benefits are immense!!

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  Olga posted over 3 years ago

I wish I had discovered this site much earlier. I have already learnt so much :)

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  Penny posted over 3 years ago

I will be sure to share this awesome article widely. I know lots of people that would find it useful since they are in the customer service industry.

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  Marley posted over 3 years ago

The customer is the lifeline of any company. This cannot be stressed enough.

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  Rickard posted over 3 years ago

The key is to identify the message that most resonates with your customers. Everything else falls in place after that.

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  Sylvia posted over 3 years ago

An interesting observation I have made recently is that many websites have a bot that chats visitors in a bid to better their experience. I found that very innovative.

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  Storm posted over 3 years ago

It's encouraging that many companies have really stepped up when it comes to customer service. That can only mean good things going forward.

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  Anderson posted over 3 years ago

Customer retention ought to be on top of every comapny's priority. As you point out, it is easier to sell to returning customeres than cultivate new ones.

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  Shantel posted over 3 years ago

Gathering customer information constantly is kind of like a double edged sword. On the one hand, it improves your service but on the other hand the customer may not be comfortable with all the information collected about them.

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  Louis posted over 3 years ago

Amazon Go is a stellar example of what good customer service should be. I hope most companies can borrow a leaf from them.

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  Daphne posted over 3 years ago

The most successful companies usually have a very strong customer service team. That just shows how important the customer is.

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  Oliver posted over 3 years ago

I have got so much insight as regards customer relations from this article. I never knew it went this deep.

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  Patricia posted over 3 years ago

A happy customer translates to a healthy company. The customer is always right!

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  Meg W posted over 3 years ago

I agree that it can take years to build a reputation and just a few moments to destroy it. We should therefore protect it as much as possible especially as a business.

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  Roy posted over 3 years ago

No business can achieve any kind of growth without customers. Therefore it's a no brainer that the customer should be the central focus of any business.

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  Bill posted over 3 years ago

Any marketing strategy is focused on the customers because they are the ones to bring the needed growth. So you are on point

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  Vanessa posted over 3 years ago

Clients are the heart of the business if the interaction with them is not efficient then it stucks the company growing.

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  David Tjoe posted over 3 years ago

Well, companies need to prioritize good service to customers. However, if not monitored, it will damage the company's reputation. I once gave up my intention to purchase a product because of poor customer service. However, the company doesn't seem to be aware of this as I personally did not report this customer service behavior.

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  Edwin Kamau posted over 3 years ago

Customer at all times is the priority. Everything in a business evolves around the customer.

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  conrad pranze villas posted over 3 years ago

I love the idea. This article is a good read. Thank you so much!

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  conrad pranze villas posted over 3 years ago

I am really happy to come across this site. I have been sharing this with my friend for some time because of the things that I can learn.

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  Oyeyipo Oladele posted over 3 years ago

I love Customer care importance as explained here. Thanks for this tips.

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  Alex posted over 3 years ago

I agree or at least it is one of the key. For one we are always thought the keep your eye on the ball mindset. It is easier said than done but it is a must.

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  Alex posted over 3 years ago

This is one of those questions that can be subjective. However, it can be summed up by this. Take care of your people and the profits will come. Happy customers and employees will mean growth in the long run.

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  Mayo Torres posted over 3 years ago

I think that the most important thing is to retain the client so that they do not feel motivated to see other proposals and attract new clients for the exponential growth of the company.

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  Susy R posted over 3 years ago

I slightly disagree that the customer is king. This statement seems to be no longer valid. But we do need to focus on customers, but only potential customers.

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  Oyeyipo Oladele posted over 3 years ago

The importance attached to customer services should be handled with care and fancy. Reaching put to your customer makes them feel human. Thanks for this good post.

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  Rajaé Powell posted over 3 years ago

I agree that the success of businesses is a function of customer satisfaction. The four elements of Customer Focus given were indeed insightful. I experience this with Amazon, so I know how practical they can be. Highlighting the element of gathering information constantly, the importance of this can be seen in increasing investments in Business Analytics. Speaking of investments, based on what I have gathered in this article, people satisfaction and retention can be seen as crucial investment for businesses. I have never thought of that before. Thank you.

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  Shweta Gadad posted over 3 years ago

Nicely written blog. I agree with the importance of a customer-centric marketing approach.

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  Ahana sheikh posted over 3 years ago

As a business in 2020, if you don't look after your customers they wouldn't care about you as well. Thanks for sharing.

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  Pratik Zambare posted over 3 years ago

While this has always been true, we are now understanding why a customer-focus is necessary for success today.

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  Shweta G posted over 3 years ago

Rightly said. Thanks for this insightful read.

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