In a recent survey by Incite we can see the radical shift between consumers and brands. Brands are reacting to a three-fold change in their relationship with their customers. 1. Customers have more power than ever before. 2. Thus, their expectation as to what constitutes ‘acceptable interaction’ with your brand is changing. 3. Consumer ‘location’ … Continue reading 92% say their business needs to get more closely aligned to their customer
"Customer centricity is the ecosystem and operating model that enables a company to deliver a unique and distinctive customer experience." Doug Leather states in his book The Customer Centric Blueprint: Building and Leading the 21st Century Organisation. I had the pleasure of interviewing Doug this week. Like it or not, all customers are aware, vocal … Continue reading Customer Centricity as an Ecosystem
As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013. Incite uses crowd sourcing to discuss with marketing and communication executives key marketing questions. Customer centricity is starting to become a focus because of the social … Continue reading Customer Centricity has never been more important
As the bigger your business becomes, does it become more removed from your customers? Do you talk to your customers? I don't mean just a one night stand. Doing the odd tweet, blog post or facebook update. I mean building a relationship, insight and collaborating. Do you see your customers more as data points, in … Continue reading Does your business have an intimacy problem?
In 2012 Google Published ZMOT: Winning the Zero moment of truth. I did an post on this in the impact of multi-devices some time ago. You might think that you have a website, so you are fine right? We now know that customers are checking out 10 sources about us before they engage. In 2010 /2011 … Continue reading If 70% of us pick up a smart device to learn about you, what do we find?
According to a research of 300+ marketers by Incite these are the key issues impacting them in 2013. 1. Customer centricity: This is all around getting close to the customer and understanding them better. This is all about customers able to have a meaningful impact of business practices, strategy and goals. This is the most … Continue reading Biggest impact for marketers in 2013, customer centricity
Lead gen is no longer downloading an "e-book" according to Good Technology. Today's buyer wants to take a self-directed journey that they control. According to Brian Solis new book The Future of Business, we don't only want to take the journey, we want to connect and share it and discuss it like we always have, … Continue reading Customer-Centric Marketing: Learning from customers helps increase lead quality 130%, Sales-accepted leads 40%