Customer orientation: what Is It and why Is it so important for your business?

Sometimes we come across a business whose services we want to use even if we don't necessarily need them. The main reason is that they pay enough attention to us, don't try to push anything unnecessary, and truly understand our needs and requests. We get exactly what we need, not at an outrageous price, we remain satisfied with the collaboration, and we recommend the brand to our friends. In this case, we can confidently say that the company understands what customer orientation is and follows its principles.

What is customer orientation?

Customer orientation is a business model where a company’s ultimate goal is not just to increase the sales of its product or service but to satisfy the needs of each customer. An example would be a coffee shop that would never sell hazelnut cookies to someone who is allergic, or a consultant who advises a customer not to buy the most expensive smartphone but one that suits their needs. A customer-oriented approach aims at gaining loyalty and successfully growing the business through repeat customers and recommendations from those who were genuinely satisfied.

What is customer orientation in a company?

Customer orientation is the ability of a company and its staff to predict customer needs and offer them the products and services that can satisfy those requests. This principle is based on carefully studying customer requests, their feedback, and market trends.

What customer orientation means for a company:

• Selling not a specific product but a complete solution to the customer's problem.

• Providing detailed consultations at convenient times for the customer.

• Establishing multiple communication channels with customers-phone, email, messengers, chatbots, social networks.

• Creating personal customer profiles with analysis of their requests and future tailored offers.

• Collecting customer feedback and assessing their opinions.

• Analyzing the connection between staff actions and repeat customer visits.

Customer orientation is best demonstrated by comprehensive purchases, the number of repeat visits, positive reviews, and recommendations. It's simple: if you help someone solve their problem, they will rate it highly.

What customer orientation means for an employee:

• The ability to listen and truly hear what the customer is saying.

• A friendly attitude and patience.

• Asking a series of questions to identify needs.

• Good knowledge of the product range-knowing who needs what.

• The ability to put oneself in the customer's shoes.

• Flexibility in solutions, the ability to find the best option in each situation.
   

A customer-oriented employee will not sell an anti-dandruff shampoo simply because it is the most expensive. Instead, they will provide more value to the company by recommending a complete hair care solution, bringing in another loyal customer with a good average transaction value.

Why is customer orientation so important?

Customer orientation of staff and the company as a whole serves the following purposes:

• Increasing loyalty. Having a loyal customer base is the key to a business's survival even during economic downturns. Loyal customers usually stay with a company even in cases of minor errors, such as a failed advertising campaign or temporary delivery issues. Loyalty in a competitive environment is invaluable.

• Strengthening reputation. Customer-oriented staff is often the subject of reviews. People are eager to share their feelings based on gratitude or, on the contrary, indignation. If you meet customer expectations, good reputation will follow quickly.

• Expanding the target audience. If someone liked the company, they will recommend it to friends and acquaintances, increasing the brand's audience. Everyone wants to turn to a business where they are listened to and offered products or services that hit the mark.

• Increasing profit. The ultimate goal of customer orientation in sales is, of course, the company's profit. If we look at the global market, it’s easy to see that we tend to be more loyal to brands that demonstrate care for their customers. And loyalty leads to purchases, money, and profit.

Principles of customer orientation

If we analyze a few case studies on customer orientation, we can highlight five key principles:

1. Individual approach. All major brands have long stopped using mass mailings and template offers. The target audience now receives targeted ads based on their requests, personalized loyalty cards, discounts on favorite products, and birthday gifts. Finding the "key" to each person is the main task of a customer-oriented business.

2. Constant care. More and more, customers are receiving small gifts along with their parcels or can rely on a personal manager for bulk purchases. The ability to care for people, even in small things, is an important point in brand promotion.

3. Feedback. Customer-oriented companies are constantly interested in customer opinions about their products and services, and they offer wide opportunities for support: chatbot communication, live consultations, free servicing. If a customer is heard, they will definitely return.

4. Handling objections. Customer orientation is expressed in the ability to analyze the reasons for bad ratings or deal cancellations and take corresponding actions. This helps a business regain potential customers and strengthen its authority in the market.

5. Meeting expectations. The company promises to solve a problem in its advertising-and delivers. A customer should not be deceived: they come with specific requests and should get them in order to remain fully satisfied.
    

Customer orientation in sales

The main rule of customer orientation in sales is the analysis of the target audience's needs and the provision of the product or service that addresses the customer's request.

This is achieved through:

• Pre-collection of important information through chatbots.

• Asking customers specific questions about the product.

• Offering suitable products or services based on their parameters.

• Providing visual comparisons of several options.

• Handling objections for successful deal closure.

In sales, customer-oriented staff plays a vital role-the personal and professional characteristics of employees help them build rapport with different customers. Some customers want maximum attention, while others just want to make a quick purchase and leave. The ability to find an approach even in challenging situations is the key to success.

How to improve customer orientation

If you're wondering how to improve customer orientation, consider the following tips:

• Make life easier for the customer. Your website should load quickly, chatbots should pop up for instant consultations, and products should be delivered within 1-2 days. Shopping should only bring positive emotions.

• Be communicative. Maintain a polite and friendly tone even with difficult audiences. Provide customers with multiple communication channels - messengers, online consultants, social media. Focus on customer support.

• Introduce a loyalty program. Personal discounts on favorite products, birthday gifts, and small presents in parcels - small, but significant gestures that your audience will rate highly.

• Learn to listen. People expect you to understand their problem and offer a solution. All brand representatives should be able to meet the needs of the target audience and handle objections.

• Work on your mistakes. Take customer negative reviews into account, conduct market research with your target audience, hold open meetings with customers to discuss urgent issues. Use the feedback to adjust your processes and retain customer loyalty.

In conclusion, we have understood what customer orientation means, why it’s necessary, and how to achieve it. Remember, each person needs a special approach: only then can you secure a strong position among competitors.