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The rough diamond: customer orientation as the key to success for your organisation

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Thursday, 19 December 2024 |
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How customer-oriented is your organisation really? Many businesses want to shine, but only a few succeed. During his keynote 'The Rough Diamond' at The Plectrum, Steven Van Belleghem took his audience on a journey through the world of changing consumer expectations and digital innovation. He shared a powerful message: customer orientation is the key to success in this era. But how do you make it a reality? With four concrete steps, he shows how you can transform your organisation from a rough diamond to a brilliant customer-oriented business. In this article, you'll discover his insights and practical tips to make a real difference yourself.

New technologies, such as AI, have the potential to take customer service to the next level. But they are not a magic solution. Take Netflix, for example: in the beginning, we were all impressed, but now it has become the norm. We see this pattern time and again: new technologies first create a 'wow' factor, but after a while, we get used to them. So, how can a company maintain that 'wow' factor? The answer is simple: by providing excellent customer service that takes the following four aspects into account.

"New technologies first create a 'wow' factor, but after a while, we get used to them."

 

1. Positivity with impact: customers want to feel good

Customer orientation is hard work and requires more than just nice words. The foundation of excellent customer service is the right mindset. Customers are looking for positivity. They don’t want to know about your organisation's internal problems; they just want to be helped well. Yet, companies often communicate about what they don’t do, such as "No returns allowed." This feels negative, whereas the real strength lies in positive communication.
Steven Van Belleghem compares this to the movie "Top Gun." Despite the many fighter jets, it is a feel-good film because you know from the start that it will have a happy ending. This predictable positivity works. It makes customers happy because it is simple and reassuring.
 

 

"Customer orientation is hard work and requires more than just nice words. "

 

2. Genuinely customer-oriented: do customers truly believe you?

Every organisation wants to be customer-oriented, but do customers truly believe this? Genuine customer orientation goes beyond marketing talk or a good policy on paper. It is embedded in your company’s culture, in the way you make decisions, and most importantly, in the actions you take. Steven emphasises three crucial questions that can help you assess how customer-oriented your organisation really is:

  1. Are you willing to endure short-term pain for long-term trust? Are you brave enough to choose quality, even if it means temporarily losing customers or revenue? Take In-N-Out Burger, a popular fast food brand in the US, for example. When the quality of their burgers did not meet their own high standards, they closed all their locations in Texas for an entire day. The result afterward? Customers appreciated their commitment to quality and remained loyal, returning time and again.
  2. What is your first response when something goes wrong? When an issue arises, many companies focus immediately on analysing what went wrong, rather than quickly resolving the problem. But customers don’t want analysis; they want action. An effective customer-oriented organisation chooses to help immediately and evaluates any mistakes internally later.
  3. How empowered are your employees? A customer-oriented organisation gives employees the freedom to make decisions that improve the customer experience. This means not just following strict guidelines, but also having the trust and flexibility to do the right thing in specific situations.

Customer orientation is a promise you fulfil through actions, not words. It’s about building trust, taking consistent actions, and giving employees the space to truly help customers. Only then will customers believe that your organisation is genuinely customer-oriented.

 

3. Effective empathy: a crucial skill for the future

Empathy is becoming the skillset of the future. But in an era where AI is taking over more and more tasks, the definition of empathy is changing. Steven Van Belleghem shares striking insights: 79% of people felt that ChatGPT shows better empathy than a doctor. Machines never get tired, and their programmed empathy often feels more consistent than human interactions.
Yet, human empathy remains essential. Companies must learn to "read between the lines" and respond to what customers truly want. He illustrates this with examples such as Atlantis The Palm in Dubai. Their team analyses customer queries daily and immediately adjusts processes. This quick action leads to exceptional service, something AI cannot replicate. Want to harness real empathy? Discover what customers truly need and create processes that directly respond to customer feedback.

 

4. Loyalty begins with your loyalty to the customer

Do you use a loyalty card for regular customers and think that’s enough? Then it’s time to look further. Nowadays, loyalty is often transactional: customers collect points and receive discounts. But according to Steven, true loyalty runs much deeper. It is an emotional aspect. Companies shouldn’t just expect customers to be loyal to them; they must also be loyal to their customers.

How do you show loyalty to customers? 

  • Give customers more than they expect, without expecting anything in return. An example of this is Neuhaus, which gives away free chocolates every year.
  • Create memorable moments: Not everything about a visit to Disney is enjoyable, such as the long queues and crowds. Disney creates a peak at the end of the day with fireworks, so guests leave with a good feeling.

This approach is about "working from the heart." By being loyal to your customers, you build an emotional connection that strengthens the customer relationship.

 

AI: A step forward, but not a shortcut

AI is playing an increasingly important role in improving customer orientation. It makes processes more efficient and enhances consistency in customer service. However, as Steven Van Belleghem emphasises, technology can never fully replace human interaction. The real challenge is maintaining the "wow factor."

Just like Netflix was once revolutionary and is now seen as the norm, technological innovations eventually lose their surprise value. So, what remains special? A customer-oriented culture that breathes positivity, shows genuine engagement, embraces empathy, and remains loyal to customers. With this, you can transform your organisation from a rough diamond to a shining example of customer orientation that always makes an impact. Curious how we at Upgrade Estate nurture this customer-oriented culture? Find out here.