First and foremost, client centricity is a mindset. The underlying principle is to put your client in the centre of your entrepreneurial decision making. So, unfortunately, it is not a set of rules that can be implemented instantly, but a continuous improvement process of your value chain and business model.
To adopt the mindset and to get an idea how to implement client-centricity into your daily business, there is an easy way to start which I will introduce to you in this article.
Ask your client instead of discussing client problems internally
So many internal meeting hours are spent on discussing internally what clients want. So, the first step of your journey towards client centricity is to end those meetings.
The next time you notice that you are talking about hypothetical client needs, change the direction of the discussion. Your meeting goal now is to write down those hypotheses and to setup a very short interview guide to validate those hypotheses. Although marketing gurus insist that market research requires a lot of in-depth knowledge on how to design THE perfect survey, it is absolutely ok to do your surveys without this in-depth expertise. Just stick to these three rules:
The next step is to identify five clients for your mini-survey and to just ask them. This can be done without any effort, especially for specific hypotheses. Just pick up the phone or ask your questions as part of your normal client communications. That’s it. A very easy first step towards client centricity!