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Category Archives: Customer Insight

What is Customer Centric Marketing?

By | customer centric marketing, Customer Insight, Marketing Strategy | No Comments

Customer centric marketing is now becoming the new buzz word. I have been doing it for almost 20 years, but what actually is it? Is it a mindset, a business approach or system? A product centric strategy (set your business model up around the product or service you sell) is the model most companies on the planet have; i.e., business as usual. On the other side of the landscape is customer centricity.

Customer Centricity is a strategy. It is aligning your business with the needs and wants of your most profitable customers. For some larger businesses it might be too difficult to migrate their structure to align to the customer but for small businesses it is a doable task that has a real competitive advantage.

Small business is best placed in providing customer value and asking questions about how to make the customer experience better because we have less complicated infrastructures.

Note: Not all customers are your ideal customers. Some just aren’t a good fit. I learnt this the hard way. Sometimes they are just not ready for the service or product you offer, sometimes they are just hard work. Take the warning signals and move on before they become a liability to your business. Some customers just cost too much to service.  Peter Fader in his book Customer Centricity makes this point. Pete also states that it means being friendly to special customers, but not necessarily everyone.

Step 1 identify who are your key valuable customers. Basic for segmentation is not just demographics or charactertics but really it should be their Customer Lifetime Value (CLV). It isn’t a one size fit all. Even look at the customers that you love dealing with and value your services, is a good step.

Step 2. Identify your interact in touch points. i.e. CRM – interface – It is a tool to achieve customer centricity. It should be kept simple to start.

Step 3. Realise that you need to be a solution provider and ask why, and help customers.

Step 4. Treat each group of customers differently based on their needs as you get more detailed.

With customers in the driver seat in terms of choice and conducting most of their research online before they find us or hear about us, technology has accelerated the customer centric strategy getting airplay. The product centric model is now vulnerable as they become more commodity based thus price is getting eroded.

Small business have less organisation structure changes, financial risk and can build faster brand equity than every before by engaging with customers.

Customer centric

Customer Centric Marketing graphic

Where most businesses are finding it more and more difficult to differentiate themselves and can be replicated for a low cost by outsourcing oversees the battlefield for winning over customers has to centre around adding value by consistently delivering delightful experiences. By constantly putting yourself in the customer headspace from your website, to your office parking,

what would make this touchpoint easier, nicer, a better experience?

We know by mapping out purposefully the customer touch points it will have an impact on business objectives around customer lifetime value, retention and profit per customer.

For more information on how to create a customer centric marketing strategy contact Dan for a session. Business Impact

The Marketing Performance Blueprint; we need all the help we can get!

By | Content Marketing, customer centric marketing, Customer Insight, Marketing Automated Technology, Thoughtleadership and Content Marketing | No Comments

“The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology and strategy. The job of marketer is more challenging than ever before; things like changing customer expectations, proliferation of media outlets, greater customer power, globalization and media fragmentation are making it harder and harder to create a message that will be heard. The result: marketers are largely unprepared for the marketing paradigm shift happening now.”
Paul Roetzer

Today requires a new type of marketer to do better marketing The marketing Performance blueprintOverwhelm is commonplace for today’s marketer. Paul Roezter new book, The Marketing Performance Blueprint is an awesome guide to asking some of the right questions to ensure you have marketing that is effective.
Paul from PR20/20 has run his own agency and so knows how broad marketing is but also understands how we now need to be performance driven and should measure everything we do. We now have the data, and Paul has a great dashboard to assist us make sense of those drivers that shape effective marketing.

I was speaking with a small business today about their google adwords and they said; “Dan I paid all this money and I don’t know if it is working and I don’t even know what to look at to know.” This is a comment that is not uncommon for small businesses. Understanding the elements of your marketing be it; Adwords, SEO, email marketing, networking, trade-shows, SMS, telephone message or whatever and measuring its effectiveness will only allow you to alter those things to make better marketing decisions. Paul’s book is all about understanding and managing the marketing process and measuring what matters.

Listen to my podcast with Paul to gain more insights.

Visit the PR20/20 website to learn more about the book and download a free chapter.

Blog worth reading: Overcoming Extinction

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