How to apply customer centricity in your business and achieve better results?

Customer centricity means customer focus. It is a business practice that places the customer at the center of all business decisions, considering and prioritizing consumer needs. Ideally, this concept should be part of the organizational culture, being present in all areas of the company. 


customer centricity means customer focus. In practice, it is a type of business management that considers and prioritizes consumer needs in all company decisions. 

This strategy does not happen by accident. Customers are the most important part of a business, as without them the organization cannot survive. 

With that mindset, it's not hard to understand why any organization should consider customer centricity as one of its priorities. After all, making decisions considering what consumers want can help you attract and convert them.

However, when we talk about customer focus during business decision making, we are not just referring to decisions about which products or services to offer or how to use content in marketing actions. Customer centricity goes far beyond that.

What is customer centricity?

As we have already said, customer centricity is the name given to a business practice that places the customer at the center of all business decisions. Ideally, this concept should be part of the organizational culture, being present in all areas of the company. 

Therefore, the concern with the customer will be present in the creation of the sales pitch and in marketing actions, but also in all other decisions that an organization needs to take, such as:

    • which sales channels to use; 
    • service platforms; 
    • payment methods; 
    • type of experience offered. 

How to apply customer centricity in e-commerce?

In an e-commerce, prioritize the optimization of user experience is part of customer centricity decisions. This is why a brand should invest in:

  • page loading speed;
  • intelligent search systems;
  • personalization of showcases;
  • service and support etc. 

Note the following: a study of Iperceptions indicated that 74% of consumers probably will switch brands if they find the purchase process too difficult

This means consumers are looking for simple and fast experiences. Therefore, this should be a concern for companies that are focused on the customer.

The important thing is to consider everything that goes facilitate navigation and help visitors quickly find the product they are looking for.

What are the advantages of the customer centric strategy?

Implementing actions that put the customer at the center of the business process is a practice that brings many advantages to the company. See some of them below.

  • Increased in revenue: one Super Office study showed that 86% of users are inclined to pay more for an excellent experience. 
  • Transforming customers into brand promoters: Iperceptions research revealed that 71% of consumers recommend a product or service due to a good experience.
  • Churn rate reduction (or outbound customers): 49% of consumers have already left a company because they have lived a bad experience with her, that's what showed the Emplifi report.

These key results result in other benefits of investing in user experience, such as:

  • increased customer satisfaction;
  • reduction in the cost of acquiring customers;
  • improvement in business reputation;
  • increase in average ticket;
  • higher lifetime value;
  • audience loyalty and much more. 

Best practices and tools for a customer centric strategy

Undoubtedly, before proceeding to the implementation of the tools da strategy of customer centricity, the first step you must take is to understand all about your ideal client.

Only with the information generated by this study will it be possible to list the actions that will meet the pains and needs they have, remedying market gaps. 

With this in mind, it is possible to consider implementing tools and good practices of user experience (UX), inside your virtual store. Check out the options below. 

1) Loading and searching speed

Did you know that if the loading time of your site increase from 1 to 3 seconds, your rejection rate (bounce rate) will increase by 32%?

Google uses the loading speed of a website as one of the criteria for ranking pages within the search engine.

This requirement is important because a slow loading speed hurts the user experience, and Google is always concerned about this. 

You should be too, so invest in reducing the loading time of your pages and delivery of search results, to improve your organic traffic, keep visitors longer inside your store and, consequently, increase their chances of making a purchase.

Another way to avoid bounce rate is to implement retention popups. To understand how they can be used, read the article: Retention pop-ups for e-commerce: what they are and how they work.

2) Smart Search

Smart search is a system based on artificial intelligence, which helps your customer to find what they need, inside your store, in much less time. 

In general, this type of technology optimize and customize the search field within your e-commerce, making it smarter and improving the experience of the consumer who does a search within the virtual store.

A system like this includes features like:

Read more about it: Smart search: what is it and why have it in my e-commerce? 

3) Personalization of showcases

A customization through the adoption of smart shop windows is another example of customer centricity application. 

Smart showcases work as part of a recommendation system which, in some cases, uses artificial intelligence, algorithms and data analysis to understand the interests of the website visitor and assemble the ideal showcase.

There are several types of smart windows. Some are able to identify the site's best-selling and most viewed products and organize them into prominent areas within the store. 

Other options, such as standalone virtual showcase, allow the automation of this process and a refined customization, setting up a showcase for each consumer who accesses the e-commerce, from the identification of the search behavior that the user has within the platform

According to research by Twillio, 60% of consumers stated that will repeat a purchase after having lived a personalized experience

This indicates that the personalization of showcases can, in addition to increasing the conversion rate, improve the results of Customer Loyalty

By facilitating the purchase day, it improves the customer experience and contributes to the achievement of the results associated with it, such as an increase in the conversion rate. 

4) Omnichannel service 

Um omnichannel service is critical to providing a good customer experience. However, it is common to observe that some shopkeepers ignore this.

When putting the customer at the center of your actions, remember to take care of the contact between you. For this, invest in the creation of multiple sales and communication channels, such as social media, email, chat, phone, and make sure everyone is connected. 

And if you have physical and online stores, make sure the customer can buy or search in one channel and receive in another if they want.

implement a live chat on the website is also a differential to solve doubts that may arise at the time of purchase, avoiding the withdrawal and even the cart abandonment

5) Share important information from the very first steps 

A lack of information generates a negative experience, because it leaves many doubts and awakens the feeling of insecurity. If your focus is on the customer, that's the last thing you want to happen. In addition, the lack of information can generate purchase withdrawal

Remember to share relevant data about the purchase, from the consumer's first steps towards the checkout. Among these data, which must be easily accessed, are: 

Also create complete product descriptions, use photos, videos and include reviews.


As you may have noticed by reading this article, in order for customer centricity strategies to be applied, you will need tech. Therefore, we invite you to discover the SmartHint tools.

SmartHint's main focus is improve the shopping experience and increase the chances of them finding what they need inside your store, completing a purchase and generating positive results for the business. Discover our technology and understand how to use it to improve your customer's experience in your e-commerce.


Rodrigo Schiavini

Rodrigo Schiavini

Founder and business director of SmartHint, he is also regional director Paraná of ​​ABComm, with more than 10 years of experience in electronic commerce for major brands in the most varied segments.
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