Customer-Centric Business Approaches

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

While competitors sold mattresses at ₹10,000, we launched at ₹29,900. Amazon and Flipkart said it wouldn't work, because our price was 3X what sells on their platforms. Today, The Sleep Company is the fastest-growing mattress brand in India. People ask how we convinced customers to pay a premium for a mattress. The answer isn't about pricing. It's about understanding value. Indian customers are willing to pay ₹1 lakh for an iPhone, and ₹2 lakh for a Royal Enfield. It’s not because they're "affordable”, but because the value is clear. So, the real question isn't "Can they afford it?" It's "Do they believe it's worth it?" Most brands price like this:  Cost + Margin = Price But, we flipped it to Value-Based Pricing:  What's the transformation worth to the customer? = Price Our product wasn't just 3x the price, it also delivered 5x the outcome. And every touchpoint communicated that. But most of the brands end up making these mistakes: 📍Underpricing to "get traction"  📍Overpricing without differentiation  📍Changing prices too often Here’s what worked for us instead: 📌 The sweet spot wasn't the lowest. 📌 Focused on value perception - packaging, unboxing, communication reinforced "premium." 📌 Invested in experience - website, stores, after-sales. Premium pricing demands premium delivery. As a result: 📍₹60,000 became our best-selling price point 📍Customers didn't ask "Why is it so expensive?" They asked, "When's the next collection?" Premium isn't about charging more. It's about being worth more. And if you deliver on that, the market will pay.

In a recent discussion with Priscilla Ng, Prudential plc’s Group Chief Customer and Marketing Officer, we delved into Prudential’s shift towards customer-centricity. This conversation underscored the seamless integration of digital innovation and the essential human touch in the insurance sector.   Here are five key insights from our discussion applicable across industries:   🔹Strategic Integration of AI and Human Insight: Prudential is not just using AI to streamline processes; they are using it to significantly enhance personalization and customer service. From simplifying underwriting to transforming service at customer touchpoints like call centers, AI is proving to be transformative. How can other industries use AI not merely for efficiency but as a catalyst for customer connection?   🔹Empowering Employees: In the journey of digital transformation, the role of technology is as crucial as the people behind it. Priscilla emphasized the importance of equipping over 15,000 employees with the necessary mindset, skills, and tools to excel in a digitally evolving landscape. What strategies can companies implement to ensure their teams thrive amidst technological change?   🔹Balanced Approach to Digital and Human Interaction: Despite extensive technological integration, the human element remains critical at Prudential. Their approach ensures that digital enhancements support rather than replace human interactions, thereby strengthening customer relationships. How can businesses maintain this balance to enhance, not undermine, human connections?   🔹Navigating Challenges in Transformation: Adapting to digital transformation comes with challenges, from aligning large teams with new strategies to continuously adapting to emerging technologies. Priscilla shared that a steadfast focus on customer-centricity is essential for navigating these challenges. How can other organizations keep their focus on customer needs while managing transformation complexities?   🔹Continuous Learning and Adaptation: A crucial aspect of Prudential’s transformation is fostering an environment of continuous learning and adaptation. This involves training in new technologies and developing a deeper understanding of customer needs and behaviors. How can continuous learning be structured to keep pace with rapid technological advancements and evolving customer expectations?   This dialogue is part of McKinsey’s ongoing series exploring how leaders steer their companies through transformations. Stay tuned for more insights shaping today’s business landscape. Full interview: https://lnkd.in/gtjphW2s   #Leadership #DigitalTransformation #CustomerCentricity #InsuranceIndustry #AI

 I've met over 500 founders, and the ones I admire most are those who: 1️⃣ Build Great Products: They don't just know their products; they create solutions that make a real difference. Their expertise is not just in features but in how those features solve real-world problems. 2️⃣ Solve Real Problems: They look beyond the surface, identifying and addressing the core issues their customers face. Their drive is to create impactful and meaningful solutions. 3️⃣ Understand Customers in Their Circumstances: They dive deep into the world of their customers, understanding their challenges, aspirations, and daily lives. This empathy drives every decision and innovation. 🌟 As founders, our mission is multi-layered and vital: ➡ Product Innovation: It's not just about knowing your product; it's about evolving it. Understand its impact, adapt to emerging needs, and always aim for excellence. ➡ Customer-Centric Design: Build with the customer in mind. From their struggles to their successes, your product should be a key player in their story. ✅ The Dos: 1. Engage Deeply with Product Innovation: - Stay ahead in innovation, ensuring your product leads the market in solving real problems. - Regularly use and challenge your product to understand and improve the user experience. 2. Prioritize Customer-Centric Solutions: - Maintain open, empathetic communication channels with customers. - Use customer feedback as a cornerstone for development, not just an afterthought. 3. Lead with Empathy and Insight: - Anticipate and address customer needs proactively. - Foster a culture where every team member values customer satisfaction and understands their role in achieving it. 4. Continuously Adapt and Innovate: - Encourage innovation focused on real-world problem-solving and customer needs. - Regularly assess and evolve your product, staying in tune with market dynamics and customer preferences. ❌ The Don'ts: - Never Ignore Customer Feedback - Avoid Complacency in Product Development - Do Not Underestimate the Value of Team Collaboration - Do Not Neglect Market and Competitive Analysis We must be innovators, driven by a passion for solving real problems. We must be empathetic listeners and insightful observers, understanding not just the market's current state, but its potential and direction. What do you think defines a truly impactful founder? #entrepreneur #founder #startup #business

“It’s not enough to just win,” an old boss of mine used to explain. “The other side has to lose, badly.” Nothing gave him more satisfaction than eating his rivals’ lunch - and his competitive nature was contagious. When I started my first business I adopted his approach. But I soon also learned that I had to ally that competitive spirit with a more nuanced approach if I was to retain clients rather than just churn through them. Unlike winning deals, retention isn't just about having the best product — it's about creating value and a level of reliability that rivals can't match. 1. Retain on value, not price: Competitors will use price to try and attract your customers. It’s tempting to drop your yield accordingly, but that’s a race to the bottom. Instead take time to make sure your client can see how much they get for every pound or dollar they invest. Adding extra value will always be more profitable than reducing your fee. 2. Add features before you’re asked to: Write a customer engagement strategy that involves adding useful new services or features for your existing customers at least once or twice a year. Use these to upsell, build loyalty and increase their pain of moving suppliers. 3. Build trust through relentless delivery: Unreliability is one of the top reasons clients will look elsewhere. Meet key clients on a regular basis to understand how their needs are evolving and pivot your offering accordingly. And always keep your promises. 4. Outmanoeuvre your competitors: Never underestimate how determined your competitors will be to knock you off your perch. Devote adequate time to learning from their approach so you know the threat you face. Match your instinct to win new business with an equal determination to retain customers. Crack that and not only will you eat your competitors’ lunch today but you’ll have it every day.

### Harnessing Synergy Between Manufacturing & Sales: A Blueprint for Success for Manufacturing Companies In today's highly competitive manufacturing industry, the synergy between manufacturing and sales teams is not just beneficial—it's essential. By aligning these two crucial departments, companies can achieve remarkable improvements in efficiency, product quality, and customer satisfaction. **1. Enhanced Communication** Effective communication between manufacturing and sales ensures that both teams are on the same page regarding product specifications, production schedules, and customer expectations. Regular meetings and updates facilitate this alignment, reducing the risk of misunderstandings and ensuring that customer needs are met promptly. **2. Streamlined Processes** When manufacturing and sales teams collaborate, they can streamline processes to reduce lead times and improve product delivery. For instance, sales teams can provide valuable insights into market trends and customer preferences, enabling the manufacturing team to adjust production schedules and inventory levels accordingly. **3. Better Problem Solving** Synergy fosters a problem-solving culture where challenges are addressed collectively. If a production issue arises, the sales team can provide immediate feedback from customers, allowing the manufacturing team to implement quick and effective solutions. This collaborative approach minimizes downtime and ensures continuous improvement. **4. Innovation and Growth** Collaborative efforts between these teams can lead to innovative product developments. Sales teams, with their direct customer interactions, can gather critical feedback that manufacturing can use to enhance product designs and features. This continuous feedback loop not only meets customer demands but also positions the company ahead of competitors. **5. Customer-Centric Approach** Ultimately, the goal of any manufacturing company is to satisfy its customers. When manufacturing and sales teams work together seamlessly, they create a unified customer-centric approach. This ensures that the final product not only meets but exceeds customer expectations, leading to increased customer loyalty and repeat business. By fostering a strong partnership between manufacturing and sales, companies can unlock new levels of success. This synergy drives efficiency, innovation, and customer satisfaction, creating a solid foundation for long-term growth and competitiveness in the manufacturing industry. #ManufacturingSuccess #TeamSynergy #SalesAndManufacturing #EfficiencyInManufacturing #CustomerSatisfaction #InnovationInManufacturing #BusinessGrowth #CollaborativeSuccess #ManufacturingExcellence #SalesStrategies

Jason recounts how when he was selling shoes growing up in Illinois, representatives of the major shoe brands would arm salespeople with facts about all of the fancy new technology (e.g. the difference between the Nike Air versus the Zoom Air, the Goodyear rubber outsole and the midsole, etc.). However, when Jason told customers about these technologies, they didn’t care. When you actually watched customers buy shoes, they really only cared about a few key things: What does it look like? Is it comfortable? Can I afford it? Jason saw the same thing selling tennis rackets. He’d tell customers about all the latest technology and the difference between graphite versus fiberglass or natural gut string versus synthetic. Nobody cared. They’d look at a tennis racket and ask him if it came in other colors. Jason has observed the same pattern across website and software: “Companies are obsessed with features and the technologies because that’s what they do all day. But they don’t actually watch people buy stuff. When you watch people buy stuff, they just want the simple stuff. They want the stuff that solves their problems and just works. They like the way it looks. They like the way it feels. It’s comfortable. It’s affordable. That’s what people want…. Yet companies keep talking about the specs, the technology, and the features.” Jason advises founders to really listen to what your customers are saying and watch how they buy your product: “You’ll find out that they just need a few things done really, really well. And that is really, I think, the secret to all this stuff. It’s figuring out the basics. Nailing the basics.”

How many times have you logged on to Linkedin and found yet another email that starts with: "Hey [First Name]," followed by a generic pitch that does not concern your interests or needs. Sound familiar? We've all been there. And it's frustrating. As a fractional CMO/Consultant, I've seen this happen repeatedly. Businesses think they're doing personalization right but need to do better. It's not enough to use someone's name or company. 👉🏾 True personalization is about understanding their challenges, goals, and needs. For example, on LinkedIn, scroll through their feed and see what they post, talk about, like, and comment on. This helps as a starting ground on how to approach them and what to discuss. So, instead of sending a LinkedIn message that says: "I'd love to connect and learn more about your business," try something like: "I noticed you're working on [specific project]. I have some ideas on how you could [achieve a specific goal]. Would you be open to a quick chat?" See the difference? It's not just about being personal; it's about being relevant. And when you're relevant, you're not annoying — you're helpful. 👉🏾 So, think about this the next time you craft a personalized outreach campaign. →"Would I find this message valuable? →Does it address my specific needs and interests?" If the answer is no, it's time to return to the drawing board. 👉🏾 Also, tools like Crystal Knows help you fine-tune your message and tone when reaching out to maximize the impact of every conversation. Let's aim for genuinely helpful messages, not just another annoyance in their inbox. What do you think about personalized outreach? #b2bmarketing #demandgeneration #leadgeneration #ABM

You spend 20 minutes researching someone, write a personalized message, hit send, and get blocked. That's not bad luck. You triggered something in the first three lines without realizing it. Here's what actually happened: Your message felt low-intent. Even though you researched them, even though you used their name, even though you mentioned their company, something in how you structured it made them think: "This was sent to 500 people." And when someone feels like target #247, they don't just ignore you. They block you. Here's the S.E.E.D framework we use to book calls without getting blocked: 1. Situational context-  ⤷ Start by showing you understand something happening in their world right now. ⤷ A market shift. A new hire. A product update.  ⤷ Not a compliment, a signal that says "I noticed." 2. Evidence of insight  ⤷ Drop one thought that proves you understand their landscape.  ⤷ "Usually when companies ship X, Y bottleneck shows up next."  ⤷ Insight is the new personalization. 3. Earned Permission  ⤷ Don't ask for a call. Ask for a micro yes.  ⤷ "Want the breakdown?" "Should I send it here?"  ⤷ Make it easier to say yes than to ignore. 4. Directional CTA ⤷ Your CTA shouldn't demand time; it should direct momentum.  ⤷Let them pull the conversation forward, don't push it. Outreach doesn't fail because people hate messages. It fails because people hate being treated like targets. When your message reflects thought, timing, and relevance, people don't block you. They engage with you. PS: Have you ever been blocked after sending what felt like a thoughtful message? #SalesTips #OutreachStrategy #ColdEmail #Personalization #SEEDFramework

Your prospect has 147 unread emails. Yours just got added to the pile. What makes them open YOURS instead of the other 146? After sending thousands of cold emails and generating over $700M in sales throughout my career, I've identified the #1 mistake destroying most cold outreach: ZERO RIGHT PERSONALIZATION. Most reps "spray and pray". Sending the same generic template to 1,000 prospects hoping something sticks. Then they wonder why their response rate is 0.5%. Here's the cold email framework that consistently gets 20%+ response rates:  → Make your subject line about THEM, not you. Use recent news, achievements, or common pain points to spark curiosity. Example: "Your Inc 5000 ranking" or "Austin expansion" 1. Keep your email so simple it doesn't require scrolling. It MUST be mobile friendly, as 68% of executives check email primarily on their phones. 2. Use this 3 part structure:  → Personal opener: "Hey [Name], [specific personalization about them]"  → Show understanding: "In chatting with other [title] in [industry], they're typically running into [pain point]"  → Soft CTA: "Got a few ideas that might help. Open to chat?" 3. Research these personalization sources: • Company website (values, mission page) • Press releases • LinkedIn activity • Earnings transcripts (for public companies) • Review sites The hardest territory to manage isn't your CRM. It's the six inches between your prospect's ears. They don't care about your product. They care about THEMSELVES. Recently, one of my clients was struggling with a 1.2% response rate on cold emails. We implemented this framework, and within 2 weeks they hit 17.4% - with prospects actually THANKING them for the personalized outreach. Find your sweet spot on the personalization spectrum. You can't do hyper personalized video for everyone, but you can't blast the same generic template either. — Hey reps… want another cold email strategy? Go here: https://lnkd.in/gKSzmCda