Customer experience is made up of all interactions between a buyer and a company. From the moment they learn about it to the purchase and use of the product. At each stage of this path, a person experiences different emotions that determine their loyalty and devotion.
Customer focus is the company's competence at different stages of the customer experience. It helps to fulfill the counterparties' requests at any stage of the transaction.
Where is the line between customer focus and customer centricity?
The terms mentioned in the moj database title are not synonyms. Customer focus is an intermediate stage between the classic product model and client-centricity. The second option does not consider customer care as a primary task. The emphasis is on the release of new products and marketing strategies.
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When communicating with customers, the company's employees are focused on understanding and satisfying their preferences. This trend can be seen in sales departments, customer support, courier delivery, etc. If an employee encounters an unusual situation, he will have to act according to instructions from senior management.
For customer-oriented brands, the priorities are:
excellent service;
quick problem solving;
availability of a flexible system of discounts.
However (unlike the customer-centric model), this approach has a major drawback. It does not take into account the specific characteristics of buyers. Customer focus provides an organization with a way to identify the current needs of the target audience (TA) and make forecasts of its future needs.
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Alexander Kuleshov
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