Some of the most profitable companies and brands I work with have something in common:
They find a way to put the customer first.
They do this by adding the customer to the company’s core values.
Customer-centricity is a core value exemplified by companies like Scheels, which explicitly aims to be “the best in the eyes of the customer.” This mission reflects a deep commitment to prioritizing customer needs and preferences across all aspects of their business operations.
Like Scheels, Amazon has long championed customer-centricity as a core principle, famously making “customer obsession” one of its leadership principles. Amazon’s approach includes constantly seeking customer feedback, innovating based on that feedback, and aiming to offer the best prices, selection, and convenience.
Another example is Zappos, an online retailer known for its exceptional customer service.
Zappos’ core value of delivering “WOW through service” underscores its commitment to exceeding customer expectations through every interaction. This value drives the company’s policies, such as offering free shipping and returns, a 365-day return policy, and a customer service team empowered to go the extra mile to ensure customer satisfaction.
Similarly, Apple focuses on creating products that enrich people’s lives, which is a testament to understanding and prioritizing customer needs and experiences. Apple’s emphasis on design, innovation, and user experience demonstrates how customer-centricity is embedded in its product development, marketing, and retail strategies.
Making customer-centricity a core value involves more than just attentive service.
It encompasses understanding customers deeply, innovating to meet their future needs, and consistently delivering exceptional experiences that build loyalty and trust.