Join the ranks: 5 brands mastering customer centricity



Customer centricity. You’ve likely heard of it: the concept of putting customers at the heart of all business decisions. Businesses may approach this strategy differently, but all customer-centric companies aim to provide the best CX possible.


Take the following scenario:


A customer walks into a popular grocery store chain. They’re wandering the aisles looking for almond flour. A nearby associate notices the customer looking around and asks if they can help. The customer replies that they can’t find what they need. The sales associate doesn't just say “it’s on aisle 5;” they gladly lead the customer right to almond flour varieties.

The attendant was engaged, ready to help the customer, and put in the extra effort to make the customer happy.

In 2021, customers expect more than a good product, they also want companies to continuously listen to them and meet their needs. Looking for a way to put customers first and master customer-centricity? Consider taking a note from these brands that accomplished just that.



Glossier works directly with customers to create products


Glossier is one of the most customer-centric companies because they engage their community regularly through their Slack channel. Through this open dialogue between CX, product teams, and customers, Glossier gets direct feedback from customers on whether or not they’re catering to their needs. The brand calls this collaboration ‘co-creation’.


Glossier gives 100 of their most loyal customers a chance to give their feedback on new products through their Slack channel. The brand asks customers questions about existing items and how they use each product, putting the community’s voice upfront and center.


Customers feel like an important part of product development and remain committed to the business as it grows. Glossier goes beyond making customers feel involved; they acknowledge their place at the center of the company, viewing feedback not as a gesture of goodwill, but as an obvious necessity. Essentially, they put customers first.


The end result of giving customers a massive voice? Glossier creates products customers want, need, and are excited to use, which keeps them loyal to their brand.



Wegmans customer centricity starts with a pleasant working environment


To get the love of their customers, Wegmans food markets creates an empowering work environment so that employees feel proud of their roles and are excited to come in and help customers. This customer-centric approach includes investing in training, development, and a pleasant atmosphere for staff.


Last year, Fortune reported that Wegmans devoted $50 million to employee development, with structured programs to help employees grow into management positions and develop culinary skills. They also set aside $5 million for scholarships.


For Wegmans, building strong customer relationships begins with taking care of store employees who serve the customers. If they have good, hard working people striving towards a common goal, they’ll get results—in this case, putting customers first.

Wegmans understands that in the age of ecommerce, physical retailing is a people business, not a product business. For them, achieving customer-centricity and making customers happy is about how you sell, not what you’re selling. And because Wegmans staff is built on employee loyalty, their staff takes pride in giving customers the best CX.



Hilton lets customers create their own ideal experience


When people began using their smartphones more and more to manage their everyday life, Hilton created a new strategy that allows guests to build their perfect hotel stay and take a much larger role in shaping their experience.


The hospitality chain instinctively understood customers’ desire to stay connected through their phones, accomplish everyday tasks by a tap of a button, and have a discrete experience so they iterated their Hilton Honors app.