We believe there is no more important approach to your marketing than a customer centric one!
You are always competing for your buyer’s mindshare with several competitors and a long list of other priorities. In order to successfully win their attention, your communication must demonstrate that your focus is on them. This requires an understanding of their needs – a “buyer-centric” approach to demand generation.
Analyst Anthony Mullen from Forrester explains it well,
“If you are delighting consumers then you have all the time in the world with them but if you are frustrating them then each second is torture they will want to pay you back for. Freedom of information and publishing means that customers know what standards can be expected and are tooled up to take a social hatchet to brands that abuse their privilege. Getting the customer experience right and respecting consumers time is a survival imperative.”
Customer Centric Marketing is all about creating a brand and a culture that focuses on the customer. All decisions are made in light of what is best for the customer, but not just any customer, your ideal customer. You can only create a delightful, “wow” experience for the customer if you create touch points for the customer to feel your brand along their journey with you. These touch points should be deliberate, tweaked, measured and everyone in the companies responsibility. This customer centric approach is built into our Strategic Service Design Methodology
To book a customer centric workshop here.
Thought leaders in Customer Centric methodology
Adele Revella – Buyerpersona Institute
Jeanne Bliss – Customer Bliss
Bill Self Customer 3D
Symplicit – customer mapping, personnas
The DiJulius Group – Customer experience
John Spence – building high performing teams
Innovation Management – creating innovations with customers