Customer Centric Marketing


customer loveWe 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

Customer Centric Marketing includes the process of Strategic Service Design. It has a few key steps. It is all about humanising marketing service.

1.Customer Journey – Experience Mapping

  • Assess and map the current customer journey
  • Evaluate Key Components
  • Develop a strategy for a new campaign or product
  • Customer journey design and implementation

2. Customer and Employee insight

  • Assess existing customer and employee feedback mechanisms
  • Create new customer insight and models
  • Set up and facilitate customer immersion
  • Conduct Research
  • Set up and customer and employee advocates
  • Set up continual learning & innovation
  • Establish and facilitate customer advisory boards

3. Customer Persona’s

  • Assess existing profiles and personas
  • Develop Personas
  • Develop high-value account profiles and qualification guidelines

4. Nurture goals for each stage of the customer and employee journey

  • Assessment of goals for each stage (staff induction first 90 days)
  • Define metrics to track prospect progress
  • Assess content and experience contribution
  • Content design, strategy and development
  • Customer engagement experiences

5. Systems and processes alignment

  • Assess existing systems, analytics and processes
  • Define and facilitate updates and enhancements

To book a customer-centric workshop here.

Thought leaders in Customer Centric methodology

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