Tips for delivering true customer value

All the elements already exist in terms of what’s required to create a long, strong, and mutually beneficial relationship with every individual customer that interacts with your brand. It’s an exciting idea enabled by digital technology and one that experienced design leader, Constantine Gavrykov, has an innate understanding of.

We chatted with Constantine following his virtual appearance at Future State, and created these five tips for delivering customer value. 

Build a relationship beyond the transactional 

Adopt the mindset that a sale is not the end of a transaction, but rather it is the start of a new relationship. It’s easier to keep an existing customer than it is to acquire a new one, so invest in those who already see value in what you're offering. 

Provide value beyond your product

Turning customers into brand advocates involves offering them an experience that is directly related to your product. Ask yourself what value you can provide over and above the product you are offering. For example, if you are selling running shoes, provide your customers with nutrition plans, exercise plans, or maybe health and wellbeing support. 

Seek a direct relationship 

The more you know about your customer, the better you can communicate with them, providing them with tailored messages that truly resonate. Work out how to capture and act upon the customer data you collect, within the boundaries of privacy laws and best practice. 

Deliver value with every new design 

Every iteration of your core product is an evolution of the core values that your brand is built on. Your brand is on the line with every change and so-called improvements that you make. And while you will always seek to improve your product, successful brands know to stay true to their core appeal, to what attracted customers in the first place. 

Search for newness and innovation 

Always look around for what is new and exciting. Personally, Constantine uses his social network to stay in touch with trends and ideas, and he makes a point of attending conferences and events. As a People Leader, he invests in his team, adopting the mentality of ‘continuous discovery’. “On a team or organisation level, it is about the velocity of learning, and their approach to continuous innovation,” he says.