Customer Centricity: All Power Ahead

The needs of your customers

Are customer needs holistically rooted within your business processes? Do you focus your actions on Customer Centricity? More specifically, are your activities, including your products, ways of working and your corporate mission statement, aligned with the needs of your customers? No? Then you are like many other companies in the German-speaking world.

Paying attention to customers

Often it is not the customers and their customer experience that companies pay particular attention to in customer relationship management. All too often, it is rather the phase of lead generation that takes center stage. The important phase of sustainable customer development is neglected in many cases. The consequence is: services, features and positive customer experiences fall by the wayside. This can be traced back to the focus that companies from Germany, Austria and Switzerland traditionally place on technology.

Faster than the competition

the one-sided focus can have consequences, as a look at the competition makes clear. identical or similar products, with more suitable concepts and a better aligned customer experience can be the decisive reason for a change of supplier - because new offers can be researched, obtained and compared quickly. newcomers and start-ups in particular make it difficult for established companies with innovative solutions, short decision-making paths and agile structures. the willingness to change is increased by the current strong position of customers in buyer markets.

Customer added value

Customers are looking for companies that take their individual wishes and needs into account. However, these requirements not only include pre-sales activities, but also require consistent alignment along the entire customer journey. The goal must be to create individual value for the users of your products and services. Only then will you meet the required customer centricity.

customer centricity

The relevance of such an approach, which is summarized under the term customer centricity, has been recognized primarily by companies from the US area with close proximity to Silicon Valley. they place their customers in the center of attention and integrate modern methods such as design thinking or service design. these are approaches that, from the user's point of view, produce convincing ideas and solutions and thus enable a continuous and holistic orientation towards the customer.

Another distinguishing feature is the attitude of these companies towards their customers: All workflows are not only aimed at winning new customers, but also at long-term customer loyalty to the company, which can only be achieved by aligning product policy, work processes and mission statements with customer wishes and needs in a sustainable manner.

Customer Centricity and CRM system

A successful Customer Centricity is strongly linked to your CRM system. The system supports you in maintaining your customer relationships. Provided that it contains correct customer data in the first place. There are numerous solutions on the market for the maintenance. beDirect's integration solution has the advantage that it monitors the data fully automatically instead of correcting errors afterwards.

360° address management

The improvement in data quality and up-to-dateness enables you to take a focused approach that increases the effectiveness of mailing campaigns, for example. For this purpose, you can also use meaningful additional information to your customer data, which we provide you with, for example, in the form of industry, number of employees or additional contact persons. In sales, on the other hand, a uniform and structured database ensures efficient field sales activities.

Ergo: While we take care of ensuring your data quality, you can fully concentrate on optimal customer relationship management. Would you like to learn more? You can get more information " here.

Read the full article on Customer Centricity and what it means for B2B companies. " here.


Table of contents

Author Thomas Fedder

key account manager

Core competencies in his projects are: 

  • Realizing solutions,
  • Services for the successful use of B2B address information in sales and marketing campaigns,
  • Project implementation for contemporary Address Management- and integration solutions in CRM/ERPSystems. 

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