In complex business scenarios, there is no product or service that is always delivered flawlessly. No matter how fantastic a product or service is, what influences loyalty the most is the way the customer is treated when things don’t turn out as expected. That’s why customer orientation—even when you cannot completely fix an issue—is a crucial factor in customer retention.
Observing how your customers or partners serve their customers provides great insights into what is most important to them. Here are a few best-in-class examples of customer orientation in action.
Singapore Airlines
A few months ago, I paid a visit to Singapore Airlines and they wowed us throughout the visit. We were welcomed into their offices exactly like how one is received on their flight – creating a core memory right from the start. As the meetings progressed, it was clear that when it comes to customer satisfaction, this company puts a lot of effort into big initiatives as well as small, personal details.
The finest detailing can be seen in every interaction or interface with Singapore Airlines – air connectivity, punctuality, amenities, in-flight entertainment, food and beverages, loyalty program, or even ground services. Thoughtfulness and customer orientation are ingrained in their DNA – and it shows.
Singapore Airlines leaves no stone unturned in ensuring that their customer-centricity is seen and experienced right from the booking process all the way up to their post-flight loyalty programs. Even very senior leaders lead by example by reviewing the quality of basic inflight services in their executive meetings. In their book, the customer’s comfort is above everything.
Their service philosophy is centered around ‘soaring as one’, while striving to bring customer delight, delivering service from the heart, and upholding the brand – every time.
Amazon
Amazon is a name that pops up when you talk about a company that has made life a little easier when you need to balance your time between work and home. Amazon has fewer rules for the customer when they return orders. For me, personally, not having to pack the order again is a big relief. You can return the “unpacked” order at a designated DHL Packstation and the repacking is done by Amazon.
One can argue that the great experience with Amazon-DHL Packstations is less of ‘customer service’ and more of ‘operational excellence’. I agree – but would like to add that the customer orientation in their business delivery is exactly what you need and appreciate.
Swiggy
When I need a quick coffee fix in Bangalore after my morning run, I use Swiggy– a food delivery app that leaves no stone unturned in making the entire order-to-delivery experience as convenient as possible for the customer. As with many restaurant aggregator apps, sometimes the outlet runs out of stock of items that were initially shown as available on the app.
I experienced this firsthand when a coffee shop ran out of bagels for which the payment was already made. The ease with which Swiggy allowed me to report the missing items and the quantities that were missing was amazing. Within seconds, a refund note was issued with no additional questions or requirements. And please note – all of this was achieved within seconds and with zero phone calls. I would say that if the final sentiment of a refund request is popularly referred to as “quick, easy, stress-free” – the business is definitely doing something right.
What started out as mild disappointment, worked out to be a complete turnaround.
SAP
This recent testimonial from Audi showcases how exceptional services rendered by customer support to one unit can eventually become a standard for other units.
“We needed to set up a comprehensive volume test, processing 50 production orders per minute within SoapUI, and the SAP Mission Control Center team delivered outstanding support. Thanks to their efforts, the volume tests now serve as a template for Audi and the Volkswagen Group, helping ensure scalability and robust performance.” – André Wallner, SAP Project Lead Production and Technology, Audi AG
Clearly, customer orientation is not just a mandate for the first or last-mile service desks. As these companies demonstrate, you can (and should) infuse consumer-centricity across the entire value chain.
