How Do the Customer-centric Approach Empower the Organizations in Their Business

The year 2020 was a chaotic year for all businesses because of the uncertainties the COVID-19 pandemic brought in. The sales, customer volume, revenue and profits of direct selling business took a hit and that is when the organizations realized that only a customer-centric approach can put them back on track after the economic catastrophe.

So, how can you meet customer expectations by earning customer loyalty to your brand of products or services? While customer satisfaction can be tracked through surveys or votings on a numerical scale, customer loyalty can be measured only by how your business performs. Customer loyalty essentially is a set of behaviors, trends, or attitudes that a customer shows towards a brand by repeated purchases or preferring one brand over another. So to ensure business success, direct selling companies realized the importance of customer-centric approach.

Let’s see what exactly is customer-centricity. When businesses place customers at the center of everything they do, their businesses become customer-centric. It is more of a culture than a strategy. To ensure customer-centricity as your business culture, you should monitor how your organizational resources are treating your customers. Understanding your customers’ needs should be the primary focus of your business. When your products or services cost less in monetary, time and effort from the customers, that can attract their attention to your business.

Reaching out to customers in-person has contributed immensely to create a positive attitude towards direct selling business in the minds of people. But with the pandemic in the loom, direct selling companies had to find innovative ways to reach out to their customers without compromising on the in-person attention they used to get through the traditional network marketing business model. With people world over working remotely online, it was important to take your direct selling to the digital space virtually. A customer-oriented personalized product or service through e-commerce and other digital media helps acquire customer loyalty and turn them into potential distributors in future.

Direct Selling News (DSN) initiated a Customer-centric Recognition program to educate the direct selling companies on the importance of customer-centricity in their businesses. The program was launched to recognize companies for their customer-to-distributor ratio in Gold and Platinum categories. 

The Direct Selling Self Regulatory Council (DSSRC) along with DSA provided guidance to the network marketing companies and their workforce on regulatory and legal standards so that no company fell off-track from their ethical business practices. This in turn ensured that customers are protected from bogus earning claims and frauds.

In short, the changes the direct selling industry made to correct their business practices both intentionally and indirectly brought in a customer-centric approach. This secures their businesses from going awry and fetches customer goodwill.