December 2012 - c3centricity | c3centricity

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13 Marketing Quotes to Inspire Customer Centricity

The end of a year and the beginning of a new one is a great time to consider what changes you need to make in your marketing.

What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, business needs to be constantly adapting and preparing for the future.

These thirteen (plus a bonus one!) marketing quotes are amongst my favourites of the moment and will hopefully inspire you to consider what changes you need to make in the coming year to become even more customer centric.

#1. “There may be Customers without Br ands, but there are no Br ands without Customers” Anon (>>Click to Tweet<<)

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. Br ands depend upon customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customer, they may enjoy their work but their br ands will always be vulnerable to competition.

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets” Nido Qubein (>>Click to Tweet<<)

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is underst andably hard for a br and manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract. By trying to please everyone, we end up pleasing no one, so bite the bullet and reduce your target category size by more precise audience selection. More on targeting HERE.

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley Davidson (>>Click to Tweet<<)

If it isn’t already included, then every employee should have customer connection added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or br and manager, they all need to underst and how their day job impacts the satisfaction of their customers.

#4. “If you use st andard research methods you will have the same insights as everyone else” David Nichols (>>Click to Tweet<<)

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, underst and and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market. If you are interested in a 1-Day Catalyst session reviewing all your methodologies and metrics contact us HERE.

#5. “The structure will automatically provide the pattern for the action which follows” Donald Curtis (>>Click to Tweet<<)

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow. As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak of 2013?

#6. “Customer Service shouldn’t be a department, it should be the entire company” Tony Hsieh, CEO Zappo’s (>>Click to Tweet<<)

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already above, every single person in a company has a role to play in satisfying the customer. Zappo’s have an integration program for all new hires – including the EVPs – that includes time at their call centre answering customer queries. What a great way to show a new person what the company is really about. Why not start a similar introduction in your own company?

#7. “The real voyage of discovery consists not in seeking new l ands but seeing with new eyes” Marcel Proust (>>Click to Tweet<<)

Today’s customers are very dem anding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find link to relevant articles HERE). Instead of forcing your marketing and R&D to meet certain percentage targets, most launches of which will be destined to failure according to latest statistics, why not review your current offers with new eyes? If you truly underst and your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

#8. “A br and for a company is like a reputation for a person. You earn reputation by trying to do hard things well” Jeff Bezos (>>Click to Tweet<<)

In the past most companies were more concerned with the reputation of their br ands and forgot that of the company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the br ands, it is vital to manage both from the customer perspective. In addition, if your company is the br and, will be closely associated with it, or you are considering adding it more prominently to your packaging, then this becomes vital to follow.

#9. “The journey of a thous and miles must begin with a single step” Chinese Proverb (>>Click to Tweet<<)

Today’s customer often has a more complex path to purchase in many categories, so thinking of the simple awareness to loyalty funnel becomes less relevant. In order to underst and the purchasing of your br and, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information, usually in relation to the size of the budget they will spend, and take the time needed to make what they consider to be an informed decision. Check whether you are in every relevant touchpoint with appropriate information for them.

#10. “However beautiful the strategy, you should occasionally look at the results” Winston Churchill (>>Click to Tweet<<)

If your world had changed then so should the metrics you use to manage the business. The new year is a great time to review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, perhaps you need to redefine your KPIs.

#11. “The fear of being wrong is the prime inhibitor of the creative process” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely your employees are to share their more creative ideas. If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures?

#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process. Whilst information and knowledge are essential to deeper underst anding of your customers, it is only when you have integrated everything you know and underst and about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about” Garr Reynolds

How about making 2013 the year that you moved from PowerPoint presentations to Prezi storytelling? Even if you remain with whatever software you are currently using, taking the decision to share information and underst anding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential underst andings of your customers.

Finally, if you take only one message out of all these suggestions,  I hope it is this one, which to quote Charles Darwin is:

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

2013 is going to be a year of considerable change for us all; let’s manage it rather than just suffer its impact.

If you have your own favourite quote that inspires you to change your business practices in 2013 , then please share it below. We would love to hear your own inspiration.

For even more inspiring quotes, why not check our website; they are regularly updated: https://www.c3centricity.com/library/

C³Centricity uses images from Dreamstime.com and Kozzi.com

 

From Market Research to Actionable Insights

Do you struggle to develop insights from your market research studies, or to identify clear actions out of your insights? If so, then you must read this post on how to deliver actionable insights.

There are many reasons why organisations struggle to develop actionable insights. Yet a recent report by IBM suggested that 80 percent of CMOs rely on traditional sources of information, such as market research and competitive benchmarking, to make strategic decisions.

Although they may be limiting their customer underst anding by not tapping into all their information sources, market research remains a major input to decision-making for marketers. Therefore it is essential for business to make maximum use of it.

Here are four tips to help you do both insight development and action identification better:

#1. Know why you are running the research project.

Market research is often run before people really know why they are conducting it. When you have identified a gap in your knowledge, start by conducting a complete review of all available information about the opportunity or issue you have identified. This is the only way to ensure you are spending your budget wisely on filling the knowledge gap. It is amazing how many companies work in silos and don’t share information across departments. Make sure you’re not one of them.

#2. Don’t expect the study to deliver insights

Although you need to develop insights to support your future decision making, don’t expect that they will come from the single study you are now planning. Insights are developed from the integration of numerous market research projects, information, observations and consumer connections. It is highly unlikely that one project will deliver an insight; however you can expect it to improve your knowledge of the market. Additional work will be required to build this knowledge into customer underst anding and this can only happen through integrating it with your other information.

#3. Base your insight on a human truth

Once you have identified a number of insights – although I personally would prefer to call these underst andings – you must develop an insight that is powerful enough to impact customers’ behaviour. The best way to do this is by referring to their need state and how your product or service will impact and improve their position. What benefit will your customers get from using your product? How will their thinking and behaviour be changed? In an ideal world, what changes are you looking to achieve?

#4. Identify your action

If you have developed a true insight based on a human truth, it becomes relatively easy to plan the actions needed to change your customers’ thoughts, beliefs and behaviours. Should you struggle to identify the actions to be taken, then it almost certainly means that your insight has not been sufficiently refined, so go back and rework its wording.

These four simple steps are the heart to the successful development of actionable insights. It is how you too can successfully impact your business and deliver true return on your information investments. Without the development of actionable insights, you are likely to be considered a cost and run the risk of suffering budget cuts when times get tough. Which is a pity, since it is exactly at that moment that businesses need the most support in underst anding what is going on.

Let me know if you agree that these are the most important steps to achieving actionable insights, or if you have others to add.

Are you struggling with a sub-optimal insight development process, or lacking clear actions from them, then why not contact us for an informal chat?

No obligation, just INSPIRATION!

For more information on insight development, please check out our website: https://www.c3centricity.com/home/underst and

C³Centricity uses images from Dreamstime.com and Kozzi.com

5 Tips for Global Project Management

One of my global clients recently called me about a problem her team was having implementing a process change within her organisation. After a long conversation, during which I gave her some tips on global project management, she was happy to continue the work with renewed enthusiasm.

If you are facing a similar challenge at the moment, you should find these five ideas I shared with her, to be of use.

#1. Involve the markets

This particular client works for a leading consumer packaged goods company in their London headquarters. One of the biggest challenges a global organisation can face when introducing process changes, is getting market buy-in, even when centralised.

My suggestion was to invite five to ten market representatives to work on the project team with her. Whilst a face-to-face meeting or two will be needed in the beginning, the project can usually continue with conference calls or webinars once it is under way. I also suggested taking a selection of markets from her different regions and not just the major ones, which always seem to be chosen due to their importance. This will reduce, but perhaps not totally eliminate a “it won’t work in our market” type of reaction which could slow down or even exclude adoption, especially by emerging markets.

#2. Allow for culture

When working in a global or regional environment, we often wrongly assume that everyone is making allowances for cultural differences. For this reason it is vital to double-check underst anding and agreement at every major milestone and before each new step is started. Although there is often an over-simplification of cultural differences made, such as Asians tend to always agree, Germans are not flexible, or Americans are opinionated, it still remains true that people think differently. The advantage of a diverse project team is that it includes people with differing perspectives, so make sure everyone appreciates the diversity, listens and adapts to it as appropriate.

#3. Involve different departments

I am amazed at just how many projects can be running simultaneously in large organisations. Whilst this should not be surprising with today’s dem and for rapid change and continuous innovation, I am always disappointed that in most cases, only the members of the department working on the project are aware of it. This may appear normal until one realises that most projects have impact beyond just departmental borders and sometimes can in fact actually be redundant. Let me give you an example.

I was once developing a proposal for a customer information integration programme and I discovered that there were four separate projects that were already running on similar areas to my project. And none of the departments were aware of the others’ projects! R&D was developing a st andard customer complaint classification; finance was harmonising category and br and definitions; market research was developing a tool for analysing customer call content and customer services were updating their platform.

I am sure you can see the value there would be in the departments collaborating together in order to avoid duplication of effort. Luckily, I was able to integrate and prioritise all five projects, making each department responsible for their specific part of the whole development. Everyone felt good about it because they saw the implications of the integration, and realised that the impact of the combined project would be greater than that of each separate plan alone.

#4. Think forward

Even when different departments are collaborating, there can still be an issue with taking the bigger picture. This is particularly important when planning for future expansion. I have witnessed several projects fall short of their potential, by not considering the future needs as well as todays. Are all areas going to exp and? Will customers have different needs? Will the company have different needs, different partners, or different categories and br ands? All of these can impact a project’s system and platform in the long-term and need to be considered before anything is developed.

#5. Over-communicate

Especially when the project team is spread across the world, it is vital to keep everyone informed about progress. In addition to the conference calls and webinars mentioned above, status reports with input from all areas on a regular basis will ensure that everyone underst ands how their part builds into the whole. It also shows that they are responsible for the success of the total project, as they will see the impact of delays or changes they initiate.

These are just five of the tips that I shared with my client and I am looking forward to hearing from her soon, that the project is now back on track and advancing successfully.

What other tips would you have given her? Please add a comment below.

If you are looking to improve your own global project management and knowledge sharing processes, please contact us for an informal chat. No Obligation, just Inspiration!

For more ideas on process development, knowledge sharing and many other topics on customer centricity, why not sign up for our weekly email and monthly newsletter? Just complete the form on the right of our homepage: https://www.c3centricity.com/ 

C³Centricity uses images from Dreamstime.com and Kozzi.com

 

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