7 Ways To Practice Customer Obsession that Boosts Sales

7 Ways To Practice Customer Obsession that Boosts Sales

logo Vivek Asrani
January 13, 2021 | 8 Min Read

People usually negatively connote when they hear the word “obsession”; however, customer obsession can yield positive business results to boost sales. Let’s look at how.

There was an extraordinary postman called Fred who was so dedicated to his clientele that he aligned his schedule, provided security options for their mail, and even retrieved packages that were wrongly delivered by other postal carriers. It is needless to say that Fred is the perfect “postal professional” we all dream of. 

But, if you think Fred does it all for a reward, then you are not correct. The USPS does not provide incentives for outstanding performance. Nor does Fred get any recognition for doing all the hard work. So then why does Fred do it? The answer is, Fred did not want to waste any part of his day.

Fred’s story is a perfect example of customer obsession. The good thing is, he depicts an endless dedication to customer needs and a consistent willingness to go the extra mile for his clients. 

In case you want your company to have the same zeal and enthusiasm in terms of customer obsession as Fred’s example, go through this YouTube video. I hope you get to learn the excitement of creating customer obsession ideas for your customers.

In the forthcoming sections, I will highlight some customer obsession examples to showcase the best ways to boost sales using the customer obsession idea.

Before that, let’s look at what makes customers obsessed with Amazon?

Amazon Leadership Principle # 1: Customer Obsession

Jeff Bezoz, Amazon Leadership Principle
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In the historic year of 1997, Amazon first introduced the idea of “obsessing over customers” in business. The term “customer obsession” came first into existence in Amazon’s list of Leadership Principles, and since then, it has become a buzzword amongst entrepreneurs and business leaders to boost sales.

This is how Amazon explained the principle of “Customer obsession.”

Customer obsession principle
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In simple words, the customer obsession Amazon principle means customers are #1. 

Here’s a slightly different way of understanding it.

In case you are obsessed with customers, you will:

  1. Accumulate data and comprehend precisely what the customers wants and needs
  2. Rigorously asking for customer feedback
  3. “Wow” your customers
  4. Sell products & services that exceed customer expectations
  5. Get rid of those steps that do not add any value to your process
  6. Always treat your customers as they are your # 1 priority

Now that you have understood the customer obsession Amazon principle let’s divert our attention to the customer obsession meaning.

What is Customer Obsession?

Meaning of Customer Obsession
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Customer obsession is a process wherein organizations continuously try to add value to the customer experience. In simple terms, customer obsession conveys the practice of companies collecting feedback regularly and prioritizing customer needs to achieve business goals. The ultimate goal is retaining and delighting customers rather than acquiring new ones. 

The ultimate purpose of customer obsession is to increase the retention and loyalty ratio. One way to do that is by continually enhancing your buyer’s journey. You need to make your customers depend on your brand. They need to trust your business in such a way that they believe you have their best interest at heart.

This, in all likelihood, results in repeat purchases. Ultimately, such a customer becomes a loyal advocate of your business. 

Since you have now understood the customer obsession meaning, I will explain the best ways to become customer-obsessed to boost your business’s sales in the next section of this write-up.

How do You Become Customer-Obsessed That Boosts Sales?

Here are some of the pointers with customer obsession examples that will help you become customer-obsessed to boost the sales of your business.

1. Emphasis on Customer Retention than Acquisition

Emphasis on Customer Retention than Acquisition
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More often than not, companies believe in increasing more of their revenue by increasing their customer base. But, if you practice customer obsession as a principle, the emphasis would be on customer retention rather than acquiring new customers.

The reason being, an existing customer, would be more loyal to your brand, and he/she would have more trust in your products & services. Apart from that, they are more likely to invest in your business more than new customers. 

Here, the best thing that you can ever do is to take a more systematic approach. Execute customer service throughout the buyer’s journey and look to create meaningful relationships with leads and customers.

Remember to keep in touch with the customers even after a deal is closed. This way, you can add more value to the customer’s experience. Ultimately, it also increases the scope of retaining those customers for an extended period. Also, a loyal customer can bring in more customers. So, you can surely ill-afford to ignore this important thing!

2. Become an Insights-Driven Business

Insights-Driven Business Benefit
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It is imperative to become an insights-driven business to get to the path of becoming customer-obsessed. Even Forrester agrees to this point by highlighting the statistic that 40 insights-driven public companies, a horde of insight-driven start-ups, are on the right track to grow from $333 billion in revenue in 2015 to $1.2 trillion in 2020. 

The excellent part about an insights-driven business is it takes time to listen to its customers. It invests in tools, people, and programs to take the feedback and transform it into meaningful insights.

And, most importantly, it is a business that acts based on that particular feedback. The reason being, customer feedback and customer insights without any concrete actions are meaningless. It will not give you the desired sales results.

3. Proactively Providing Customer Service

Live chat for proactive customer service
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Proactive customer service is all about resolving problems of your customers even before they encounter one. This way, your customers know that your business is looking after them even when they’re not shopping from your stores. This way, you can entice your customers to make purchases more frequently from your store.

There are several ways to inculcate customer service into your team’s mundane routine. The very first is, using email automation to trigger follow-up emails sent out after a particular purchase.

With the help of these messages, you can touch base with your customers and see how they are experiencing your products and services. You can then extend your support options in case they have any questions or need assistance.

You can even take the help of self-service tools that provide additional support resources to customers not interested in connecting with your team.

With the help of tools like Knowledge bases, live chat, and community forums, you can save your customers’ time by providing troubleshooting steps for common problems.

This way, your support team can concentrate on more complicated queries while these live chat platforms resolve the small and general queries. 

4. Learn to Provide Hyper-Personalization

Hyper-personalization is all about leveraging artificial intelligence (AI) and real-time data to take marketing to a personalized level. A prime example of hyper-personalization when it comes to customer obsession is Amazon, which sets a new benchmark in customer service and hyper-personalization.

Amazon's Hyper-Personalization
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With the help of Amazon’s highly contextualized emails (that is complete with personalized product recommendations), the brand utilizes a recommendation engine algorithm known as “item-to-item collaborative filtering” that enables it to suggest relevant products to users based on a variety of factors like demographics, purchase history, time of past purchase, brand affinity, category browsing habits search query and average time spent on searches, and average spend amount. 

As per Mckinsey’s research, Amazon’s product recommendation engine contributes to a maximum of 35% conversions. By accumulating crucial user information in real-time, the brand can create a precise “user profile” and deliver commendable hyper-personalized emails highlighting customer obsession theory that boosts sales. 

5. Ask Questions Like a Toddler to Bring More Clarity

Have any questions?
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Understand the value of your brand and then express what you believe in. Several companies often say they are “this-oriented” and “that-focused,” but unfortunately, it’s all a marketing gimmick. 

According to Christa Collins, Vice President of Customer Care at Shopkeep and former Customer Care Specialist at SquareSpace, “It is important to ask questions like a toddler to bring more clarity about customers’ problems and address them properly.”

Always ask questions like: Are the things that I have mentioned on the website copy action-oriented to drive sales or not?” Or should I make any changes on my site to get more sales conversion?”

These answers will help you make the right call. Ultimately, this will help your organization more customer-obsessed and boost sales.

6. Consistency in Commitment towards Customer Obsession

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It is imperative for any organization to be committed to customer obsession. The reason being, it aids in discovering customer needs and assists in responding instantly. Several organizations devote their entire attention to meeting customer needs. However, the most critical mistake they make is not doing anything in real-time. 

According to a recent DMS study, it was found that companies are seven times more likely to close a sales opportunity when they interact with customers within one hour of the customer getting in touch with them.

Unfortunately, it was found that a staggering 2/3rd of companies do not have a system in place to deliver real-time customer resolutions. This can prove to be very costly in today’s world. As the customers now have a strong voice, thanks to social media and so bad news tend to travel faster on the internet. 

Hence, it is incredibly vital for organizations to be consistent in commitment to customer obsession. 

7. Always Be Ready for Digital Change

Adopt Digital change
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Organizations have to be prepared for the changing digital landscape wherein there will be a need to adopt a customer-first approach.

SAP was the first company to do that; according to Bertram Schulte, CDO at SAP, “We honed in on advancing our digital-buying process initially by looking at how the buyer journeys we facilitate fit with our customer experiences and wants.”

We found that customers wished for self-service options that are swift and provide a simple path to purchase. “As a result, we re-imagined SAP.com into an omnichannel, eCommerce platform where customers easily discovered products & solutions they needed, try them out, purchase them, and start using them all through the same platform within hours or days, rather than weeks.”

The key to customer-centricity is providing excellent customer experiences and delivering on the promises made to your customers. It does not really matter whether these promises are focused on services, team-support, user-friendly products, partner support, or a combination of all.

So, revamping digital channels and the digital-purchasing process is a head-start towards building better customer experiences and making your organization customer-obsessed.

Final Words

These are some of the ways to practice customer obsession to boost sales. However, one more question needs to be addressed here: What is the best way to showcase customer obsession and whether it is necessary at all?

As far as Amazon is concerned, it has transformed customer obsession into a nice cultural gem for their brand. However, the company will gain long-term customer-relationship, innovative products, and service offerings in the long-term. All of these strategies can boost sales. 

Customer obsession is not all about showing; instead, it is about being there for the customer. Irrespective of whether you call it “centricity,” “focus,” or for that matter, “obsession,” it is about providing a deep understanding of your customer to your business.

Remember, the customers will not care about the term you use. However, they will observe the way you treat them. So, how are you planning to practice customer obsession to boost the sales of your business today?

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