Client centricity is about putting yourself in your client’s shoes and anticipating their needs.
It means mapping your services and capabilities to reflect their decision-making process and providing the right information, in the right place, to satisfy their need.
Simplistically, if you better understand your clients’ needs and wants, then you should be able to serve them better, and - if you get it right - you’ll see an increase in sales, and client life-time value.
A client-centric business strategy has implications across your entire business, from your culture to your processes, and even the services you provide.
Digital technology plays a key part in almost every aspect. It’s especially important in augmenting traditional face-to-face sales processes by providing relationship teams with the information they need to close more deals. Here’s how:
It’s simply not possible to implement a client-centric business strategy without gathering information about how clients are interacting with you.
Digital tools like Google Analytics - now GA4 - and your CRM platform can help you gather data about specific channel activity and preferences. But this information is often scattered across the organisation. It needs to be consolidated to understand the complete journey from being an anonymous user to becoming a marketing and sales qualified lead and beyond to a valued client. Only then can you start to create personalised content and tailored experiences for different audience segments.
Most B2B websites tend to be designed to provide information about the company or products or services they offer – typically under headings like “who we are”, “what we do”, and “about us”.
But this approach doesn’t always match up with how a prospect would look for a partner.
Organising your website content by the challenges your target audience faces can improve their perception of your business - and makes it easier for them to find solutions that may be beneficial.
B2B organisations can also attract valuable prospects to their website and increase their brand affinity by sharing blog articles, and thought leadership and opinion pieces on topics that decision-makers within your target audiences are interested in. First though, you need to identify what these topics are. That’s where keyword and social buzz analysis tools can help – by providing information about trending topics that you can combine with your customer data to inform your content strategy.
Once you’ve produced content that you’re confident your clients and prospects will love, you need to ensure it’s found by the right people at the right time.
As well as making your content discoverable by posting it on your website and social channels, and ensuring that it ranks well for SEO, B2B businesses should use marketing automation tools to serve specific content based on customer data and behaviour.
Information about how your clients interact with your content can be fed back into your client record – with scores applied to different types of interactions, so that your sales team can easily differentiate between casual visitors and warm or hot leads based on type and level of engagement.
One of the biggest misconceptions about client-centric strategies in a B2B business is that they’re designed to replace face-to-face interaction with clients. Their purpose is actually to enhance these interactions.
Providing potential customers with a personalised experience and the ability to self-serve as a value-add choice, and arming sales teams with rich data about prospects is advantageous to both parties. Armed with the information they need about each other in advance, both prospect and salesperson can spend less time repeating administration or qualification tasks and more time finding out how best to work together.
DCX has helped numerous organisations better understand the data they have, pull data sources together, digitise processes, and drive a digital transformation programme that makes your business more client-centric, and delivers cost savings and revenue uplift.
If you're keen to know more, just get in touch.