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Customer Centric Marketing is the new competitive advantage for Small Businesses

Customers mean a lot more to us as small business owners than large corporates. We know our clients names, we understand their businesses and we ask lots of questions. Well we should!

Customer-centric marketing means to fulfill all the needs and wants of each customer with a passion to succeed, and doing it with a smile. Customer centric marketing focuses on understanding the problems, concerns, needs and wants of your customer not yours.

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” – Kenneth B. Elliott, Vice President of Sales, Studebaker Motor Corp., 1941.

While large businesses battle with how to engage with customers across their large complicated systems and processes, small businesses can embrace technology and create meaningful touch points that create trust and transparency.

We can learn a lot about our customers quickly. As we learn about each customer we can fulfil their needs and wants and they will tell others how we made them happy. We can share ideas and create solutions that are tailored made easily. We can add value to our to clients with out adding cost. Customer centric marketing assumes nothing. It is based on understanding and insight from the customer perspective. It is about having an intimate relationship with your ideal customer and working together.

Customer centric marketing starts with the customer not the product or service.It focuses on the customer’s situation and how they do their job, their business needs, the pain they’re experiencing, the root causes of the pain from their perspective, and how they can solve the problem.

Every touch point: website, white paper, offer has the customer’s needs at the centre of it. How can we assist them in their search for the answer to their current concerns. How can we educate, provide support, entertain. If we do this with the right intent we will earn trust.  Unlike larger companies, we smaller companies don’t need to create buyer persona’s to understand our customers. We know them. However we do have to continue to engage them and ask how we can serve them better.

Being customer centric is a culture and based on priorities.The number one priority of a customer centric company is that the customer comes before revenue generation with the understanding that this focus will create great growth and profit over time. Everyone has to be onboard with this focus or it won’t work. Can everyone in your company list the customers top wish list? Customer centric is a core value and mission of these sort of companies. Everyone has how they contribute to the customer experience at the heart of everything they do.

To learn more about our customer centric workshop go here.

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