Customer Obsession: The Quality your Business should be Improving

Have you ever wondered why some companies are just better at gaining a loyal customer following?

The truth is that they have a customer obsession focus — meaning, they are highly skilled and put the needs of their target audience and buyer persona first before the motivations of the company.

In turn, this creates a consumer experience that far exceeds most buyer expectations, making it more likely they’ll purchase something or come back again in the future.

To learn more about why this quality is so important and how your business can do the same, our Rock Content team has broken it down to give you the necessary details. 

Here’s what you need to know.

What is Customer Obsession?

Customer obsession describes businesses that are wholly focused on providing the most value possible for ideal consumers.

Not only do these companies know who is making a purchase and why they are doing it, but they go above and beyond to make the entire experience a positive one.

In addition, they’re always looking for new ways to ensure consistency while also meeting the ever-changing expectations of the marketplace.

A customer obsession strategy is not rare, as it is what most organizations strive to achieve.

However, there are very few businesses out there that execute it well, which is why it means so much to the general public.

How Can Customer Obsession Affect Your Business?

There are numerous ways a customer obsession can benefit your business.

First and foremost, this type of focus is evident in every single action your business takes.

From how to handle customer complaints to the little details that bring joy, every step must be focused on how it might be perceived by your buyer.

Second, it can also create a situation where your team is constantly striving to do better and more for your customers. 

This is highly important, as it means you’ll always be in a place of improvement for the better.

Finally, a customer obsession focus often creates a better stream of repeat customers. 

When a consumer knows that they’ll get a quality product with top-notch customer service, they’re far more likely to return for a second, third, or even hundredth time.

3 Easy Steps to Building a Customer-Obsessed Culture

Incorporating a customer obsession into your business is easy, but it does take a strong strategy. 

Here are a few ways to make that happen:

1. Ensure Your Team Understands the Importance of a Customer Focus

One bad apple can spoil the whole thing when it comes to a positive customer experience.

It is important to stress the fact that your business is customer-focused from the very first day a staff member is trained. 

Repeatedly emphasize the messaging of the company and work to keep your entire team in alignment with your organizational focus.

2. Think of the Customer When Creating Campaigns and Policies

If the end result is to please the customer, then it is important to think of their needs when creating marketing campaigns and operating policies. 

In the end, the entire vision of your brand needs to be getting to a place where your ideal buyer can have that positive experience — not how much you’ll improve sales or see growth.

3. Find Ways to Anticipate Needs

In many cases, your customers couldn’t tell you right away what they would need to see to consider an experience with a business a positive one. 

However, if you’re able to automatically anticipate their needs before they realize what those things are, then you’re automatically going to give them the service they’re looking for.

How to Effectively Add Value to the Customer Experience

Just like anticipating needs ahead of time, effectively adding value to the customer service happens in little ways.

For example, maybe you include a handwritten thank you note each time someone places an order.

Or even add the correct tool necessary for assembling that piece of furniture they just purchased or send a follow-up reminder when it would be about time for them to run out of the skincare product they bought from you.

Adding value to the customer experience means giving them more than just what they ordered. 

It means stepping outside the confines of what you’ve sold them and stepping above to improve the experience.

Companies that have a customer obsession often do this well, as they’re already in tune with the desires of their target base and know what little add-ons can make the biggest impact.

To learn more, check out this TED with Chief Sales Officer John Boccuzzi Jr.

3 Customer-Obsessed Companies to Learn From

As we previously mentioned, it isn’t difficult to find businesses that attempt to have a customer obsession focus.

However, it is tough to find those who do it exceptionally well. 

Here are three great examples to consider:

Chewy

Chewy, the online pet products retailer, has seen immense growth in the last few years, likely due to the needs of cat and dog owners during the COVID-19 pandemic.

However, what really sets them apart from other major chains is their intense attention on providing an exceptional customer service experience to their valued clients.

For example, when pet owners make a purchase, they’re asked to notate the breed, gender, and date of birth or adoption of their animal. 

In turn, the company sends the pet a handwritten birthday card each year. If you think about how many thousands of cards this is, you can see why it is such a big deal!

Furthermore, they’re also known to send flowers and a signed card to grieving pet parents who have called in to cancel autoship orders after the cat or dog has passed away. 

This extra step and customer focus is what keeps their primary customers coming back month after month while bringing in new shoppers who’ve heard about this practice.

Disney

It would be reasonable to think that a company as large as Disney doesn’t have a customer obsession focus. 

The truth? 

They’re absolute fanatics about every single detail a visitor experiences when visiting one of their theme parks.

For example, even the positioning of trash cans within their grounds is considered. 

Smells of freshly baked cookies are piped in for certain locations and staff members are instructed to continuously monitor conditions to ensure the highest level of visitor satisfaction.

By taking each of these little things into account, the major brand is creating a once-in-a-lifetime experience synonymous with their organization for decades. 

This is what keeps parents remembering what it was like to enjoy it as a little kid and then bringing back their own children for a similar experience years later.

Amazon

Where Amazon has used a customer obsession focus has completely turned the eCommerce industry into a whole new animal.

The company’s Prime service makes it possible for shoppers to get two-day or even same-day delivery of items, depending on their geographic area. 

By making it possible for online customers to have a positive experience while receiving items in an almost instantaneous fashion, they’ve made it difficult for other brands to keep up.

In the end, this has widened the gap between big eCommerce and the small guys, but the overall consumer consensus is that these expectations are here to stay.

Wrap Up: The Importance of Customer Obsession

Companies these days face more competition than ever when it comes to meeting the needs of their customers. 

However, a customer obsession focus is a surefire way to build brand loyalty and make it possible for buyers to come back again and again. 

By using the ideas we’ve outlined in this guide, you should be able to create a similar stance for your organization.

Best of all, this type of focus is a great way to increase your brand’s overall reputation and grow as a trusted expert within your industry. 

And what’s not for a company to love about any of that?

Ready to learn more about the buyer’s journey and how it relates to customer obsession? Check out our interactive checklist for more information!