BEYOND BUZZWORDS
How kindness, care and connection can become a strategic advantage
Words: Allison Cash
Customer centricity is about genuinely caring for customers – particularly important in a world of shallow connections. Nurturing a company culture and customer management philosophy built on kindness, care, and connection is a strategic advantage.
Customer centricity is mentioned a lot these days, but what does it mean? First off, forget the jargon. Customer centricity, at its core, is about genuinely caring for our customers. That means going beyond line items and sales numbers, listening and learning, and figuring out what they truly want and need. If it sounds too soft to have an impact, it’s not.
In a recent survey, our customers shared that one of the key factors in choosing to work with Finlays is our people. They raved about specific individuals and called out the power of personal attributes like reliability, proactivity, and friendliness – all characteristics that transcend mere transactions.
Why is this so powerful now? Because our digital age thrives on fleeting interactions. Social media likes, impersonal emails, and down-to-business video calls create the illusion of connection, but without substance.
In a recent survey, our customers shared that one of the key factors in choosing to work with Finlays is our people.
On the commercial team, we’ve seen that true customer centricity comes from mindfully keeping our customers’ best interests at heart. This means checking in, leading with curiosity, driving for clear communication, and ultimately, demonstrating care.
At first glance, these actions may seem like table stakes. That’s true, but these are table stakes many companies overlook. What differentiates Finlays is that we work to maintain these behaviors every day, for every customer.
Moving forward, if someone says, “It’s not personal, it’s business,” they’re wrong. It’s always personal.
This isn't some sentimental platitude – it's recognition that behind every sale, agreement, company logo, and negotiation are real people with individual needs and expectations.
In today's crowded marketplace, differentiation goes beyond product features and price points – the human touch can be a strategic advantage. By nurturing a company culture and customer management philosophy built on kindness, care, and personal connection, Finlays positions itself not just as a supplier, but as a trusted advisor and reliable friend on the journey to success. This, in the end, is the essence of a truly customer-centric business strategy.
Allison Cash
Chief Commercial Officer
