A recent report from Forrester Research (Competitive Strategy In the age of the Customer), states, “In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed.”
For Rightpoint, being “customer obsessed” means realizing that every single interaction is a “customer moment” that defines an organization’s brand and reputation and fosters a “customer for life” mentality. According to this Forrester report, executives who lead customer-obsessed enterprises invest in four priority areas. Below is a quick look at each area and Rightpoint’s perspective as it relates to our clients business:
- Real-time actionable data sharing
In a world where every click can be tracked and recorded, we shouldn’t be managing customers by putting them into groups of similar people or creating “one size fits all” interactions (i.e. blast emails). We shouldn’t be guessing. We should be able to read the signals the customers are giving (regardless of channel) to ﬁgure out what they want. – Neal Levin, Rightpoint Enterprise Solution Specialist
- Contextualized customer experiences across touch points
Customer perceptions of your brand are shaped based upon the totality of their experiences with your organization, and these experiences are increasingly spanning multiple channels, devices, and touch points. To optimize engagement and exceed customer expectations, organizations must deliver contextual experiences that take into account the unique characteristics of the chosen channel(s) while ensuring that the overarching experience across touch points is unified and consistent. – Dave Abell, Rightpoint Digital Strategist
- Sales efforts tied to buyers' processes
Customer obsessed organizations engage their customers with products and services that are relevant to them, where the customers are, across channels. And while CEO’s and other business leaders need to drive this change, ultimately their employees need to be equipped with the values, processes, and tools to execute on that vision consistently—from marketing, to sales, to service. In all of these cases every touch point contributes to a customer’s experience with your company and your brand and how they would answer that ultimate question—will they return to buy more? – Ken Shipman, CRM Practice Lead
- Content-led marketing and customer interactions
A strategic approach to content isn't just a "nice to have." Clear, compelling content has proven benefits for customer engagement, SEO and word-of-mouth referrals. Furthermore, with mobile poised to overtake desktop usage, considering where, when and how customers consume content is essential. This enables us to translate our core message across multiple channels and communicate with customers on their terms. – Chris Leporini, Rightpoint Senior Content Strategist
Our obsession with our customers translates into the types of services that we provide such as CRM and website development, but it is also about our understanding of what channels exist and how to tap into new channels such as web, social and mobile applications.
Yet, our “customer for life” mentality goes beyond our own customers. It’s also about ensuring that our customer’s customers are at the center of strategic decisions. It translates to the nature of our business and the services we provide—such as CRM and website development—ensuring that our customers are equipped with the tools and knowledge to create their own “customers for life”.
A great example of this is illustrated in the mobile solution we recently created for Wirtz Beverage Group to promote and boost brand loyalty. See the case study on Wirtz on Tap.
We not only believe in the four priority areas organizations should be investing in to become “customer obsessed”, but we are doing our best to make these priorities the basis for the work that we do with you, our customers. So that your obsession becomes ours.
Brad and Ross
For Media Inquiries
Please contact Media Relations: