The costumer is king. It’s a proverb that speaks volumes. Logical too, because it is also a proverb that (when applied correctly!) ensures a better turnover. Physically this makes sense. A customer comes into your business with a certain question and you do your very best to meet that demand. New shoes? Yes, they look very nice on you! Do we have a size bigger? Of course Madam!…
But what about the digital world? If that same person comes to your webshop, where is that customer is king as a motto? Yes, of course you can help someone in the same way when they message you for customer service, but what if there is only one way? The user and the site. That’s where user-centered design comes in.
Because what if your customer wants black shoes, but doesn’t even have an option to specifically search for black shoes? What if it turns out to be extra difficult to find a pair of a specific brand because you didn’t know that this brand also falls under a completely different name on the street? Situations like this are part of user-centered design. What you do with user-centered design is, as the name suggests, also putting the customer first. You have to do research into your target group and their wishes, but also the problems that people encounter. This is partly possible with classical analytics, on the other hand by having direct customer contact. The latter often finds its way through questionnaires and competitions.
However, this whole concept of customer centricity, the customer is king, is more than having a website that functions well in response to a customer’s needs. No, customer centricity has several aspects. On the one hand, this is user-centered design and user experience, two concepts that appear in the example above about how a site works and is experienced. It is also about creating realistic expectations for the customer and meeting them. In this way you also get positive reviews, because the expectation and the result match. In addition, the voice of the customer is very important. The latter manifests itself digitally in being ready for people and their questions, being able to provide answers within a short period of time and ensuring that the customer feels heard. Be nice and positive, the customer is king.