April 2017 - c3centricity | c3centricity

+41 79 93 39 789 info@c3centricity.com

13 Inspiring Marketing Quotes (And the Actions You Can Take)

Listen on Apple Podcasts“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

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

These thirteen marketing quotes (plus a bonus one!) are amongst my favourites of all time. They will hopefully excite and inspire you to consider what changes you need to make to become even more successful through a customer first strategy.

As is the tradition at C3Centricity, there is a recommended action for you to take for each quote. How many will you complete?

#1. “There may be Customers without Brands, but there are no Brands 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. It’s also one of my favourites, as I’m sure you’ve realised!

Brands depend on 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 customers, they may enjoy their work but their brands will always be vulnerable to competition.

RECOMMENDED ACTION: Watch the Customer First Strategy Webinar HERE

 

#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 understandably hard for a brand 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 being more precise in selecting and describing your audience.

RECOMMENDED ACTION: Learn the essentials of 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 they aren’t already included, then every employee should have regular customer connections added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or brand manager, they all need to understand how their day job impacts the satisfaction of their customers.

Customer connections also inspire new thinking, can identify previously unknown issues and excite everyone to think customer first in everything they do.

RECOMMENDED ACTION: Sign up below for the FREE Customer First Strategy Webinar.

 


For more ideas about getting to know your customers, join the FREE Customer First Strategy Webinar. In it, I share many Tips, Tools and Templates to improve your Customer Targeting, Understanding & Engagement to Grow your Business Faster.

get on the webinar

#4. “If you use standard 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, understand and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market.

RECOMMENDED ACTION: Attend a 1-Day Catalyst session reviewing all your market research methodologies and metrics. Find out more 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 or Borders of 2017?

RECOMMENDED ACTION: Develop plausible future scenarios to prepare for possible opportunities and threats. Contact us HERE.

 

#6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos (>>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 mentioned above, every single person in a company has a role to play in satisfying the customer.

Zappos have an integration program for all new hires – including the EVPs – that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

RECOMMENDED ACTION: Why not start a similar introduction programme in your own company and organise regular customer connection sessions? We can show you HOW.

 

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

Marketing roll-out plansToday’s customers are very demanding 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 links to relevant articles HERE).

Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, most of which will be destined to failure according to latest statistics, why not review your current offers with new eyes?

If you truly understand 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.

RECOMMENDED ACTION: Download the free "Secrets of Innovation" eBook by completing the form on the right-hand side of this page.

 

#8. “A brand 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 brands than they were with that of their company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives.

In addition, if your company is the brand as is the case of Coca-Cola or Red Bull, then this is vital to follow very closely. The same applies for any organisation that is considering adding their company name more prominently to their packaging.

RECOMMENDED ACTION: Review whether there are differences between your company and brand images and whether they are complementary. And book a 1-Day Catalyst Training Session to ensure you are measuring the right metrics to optimise your images.

 

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

Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant.

In order to understand the purchasing of your brand, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information based on the size of their budget and take the time needed to make what they consider to be an informed decision.

RECOMMENDED ACTION: Check whether you are in every relevant touchpoint with appropriate information for them. Learn more about optimising your communications HERE.

 

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

If your world has changed then so should the metrics you use to manage the business. Annual reviews of your KPIs should be made, if not even more frequently.

Also, 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, then it's probably time to update your KPIs.

RECOMMENDED ACTION: Review and refine your KPIs. Find out more in Chapters 37-38 of "Winning Customer Centricity."

 

#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 it will be that your employees will 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.

RECOMMENDED ACTION: Download the FREE "Secrets to Actionable Insights" below.


FREE Secrets to Actionable Insights eBook

Get your copy of this new 50-page eBook on the “Secrets to Actionable Insights.”

We value your privacy and would never spam you


#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.

While information and knowledge are essential to a deeper understanding of your customers, it is only when you have integrated everything you know and understand about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

RECOMMENDED ACTION: Sign up for a 1-Day Catalyst Training Session on "Insights to Action" or "Insights to Impact." More information HERE.

 

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

Taking the decision to share information and understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers.

Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

If you can't come up with one, then perhaps you don't know what you're talking about, or perhaps you just need more time to practice.

RECOMMENDED ACTION: Read Chapters 45-47 in "Winning Customer Centricity."

 

So there you have thirteen marketing quotes that will excite and inspire most people. And because I promised you a bonus if you read to the end, here is one more which aptly sums up all the others.

It is the one message out of all these marketing quotes from Charles Darwin which remains vital to remember in this awesomely changing world we live in.

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

If you have your own favourite marketing quote that inspires you to change your business practices in 2017, then please share it below. We would love to hear from you and we promise we'll add it to our growing library of quotes, with appropriate credit to you. (Fame at last!)

For even more inspiring marketing quotes, why not check out our website library? it's regularly updated.

C³Centricity used images from Denyse's book "Winning Customer Centricity" in this post.

Why Customers Are The Answer To All Your Problems (If You Ask the Right Questions)

Last week I asked whether it is employees or customers who are more important to an organisation. If you missed it read “Customers Care About a Product’s Value, Not How the Company Treats Employees” now and catch up.

I knew it would be a provocative question but I still didn’t expect quite so many comments! So this week I decided to be just as provocative and talk about the issues that challenge many businesses. And where the answer to whatever problem they have is actually quite simple. For me, customers are the answer! They can either answer or help you overcome any challenge or issue you may have.  Read on and then let me know if you agree.

 

How can I innovate more successfully?

 
According to an excellent article by Harvard Professor Dr Srini Pillay “Humans have a natural aversion to innovation because it involves a healthy dose of uncertainty and risk.”
 
 
Unfortunately, we try to reduce this risk by referencing past events to help us to predict the probability of our future success. Dr Pillay concludes that possibilities rather than probabilities are more likely to lead to better results.
 
I would concur with this statement, as the world is changing too fast to rely on past events as a predictor of anything in the future. This is why I say that customers are the answer!
 
It is only by getting closer to our customers and being constantly curious, that we have any chance of increasing our success in satisfying them.
 
It therefore makes sense that we involve our customers in helping us innovate. Not as a judge of concepts, which is what many businesses do. This is wrong because we know that consumers don’t know what they want, at least not until they see it.
 
However, they do know what their pains are; what is wrong with a product or service and what they would rather have. Co-creation and in fact ongoing conversations with our customers is the only way to stay ahead of the game.
 
In another article, this time in the HBRHeitor MartinsYran Bartolomeu Dias and Somesh Khanna from McKinsey shared the results of numerous interviews they conducted in Silicon Valley, the home of US (tech) innovation.
 
They conclude that it takes many skills and cultural changes for most organisations to become more innovative. These include:
  • Audacity and grit: The determination to continue despite failure. And I would add the acceptance of failure and the license for employees to fail too.
  • Strong leadership and true collaboration: An inspiring vision and the tenacity to make it happen – together.
  • Give employees autonomy. We all need meaningful work. The chance of helping an organisation grow is what motivates top employees. That and the freedom to make decisions based on clear goals but without directive processes on how to meet these objectives.
  • Build platforms, not products. This may be the hardest for many organisations to grasp. Giving your customers the opportunity to decide what and how they use what you produce, and how it should be changed is the route to success. Networks and co-creation are the future that is already here. And customers are the answer!
 
  • Think like engineers and customers. Everyone in an organisation should be encouraged to look at problems from the customer’s perspective. It always amazes me how we seem to “take off our consumer hat” when we arrive at our place of work!
  • Know that money only gets you so far. Innovation has a much shorter shelf-life than it used to. In fact, best-in-class organisations have a continuous process ingrained in their culture.
  • Get acquisitions right. Many companies are looking for acquisitions for a way to quick-start their innovation. But it is difficult to get the timing right. The current value is good but potential growth is better.
 
The article concludes with an interesting comment that it is “leadership in business model innovation that offers the deepest and most transformational insights.” I would add it’s our customers too!
 
If innovation is a challenge for you and you know your process is not optimal, then you might like to read “Improving Ideation, Insight & Innovation: How to Prevent Further Costly Failures.”

Where do I find out what issues my brand has?

You’re measuring your sales and hopefully the trend is upwards. You’re following your distribution and hopefully it’s expanding. You’re calculating your profits and hopefully those are also rising. What else are you doing to follow your brand?
 
You would be amazed at just how many brand managers stop there! Even those in major CPG companies! It’s not enough. You know nothing about your customers! Your forecasts are based on outdated information from the past. (and if you didn’t skip to this point but read the previous one, you know why that’s insufficient)
 
The health of your brand and a good estimate of at least its short-term future comes from your work with customers. From brand image and equity,   to co-creation and observation, your customers are the answer.
 
Brand image and equity measurements are vital for helping you to understand what current and potential clients think about your brand. If you want to learn more about the topic then read “What Every Marketer Needs to Know about Brand Image, Equity, Personality & Archetypes.”
 
There is an additional bonus in following your brand image and that is that it acts as an early-warning signal. This is because it almost always starts to decline before your sales do!
 
The reason for this is that we are creatures of habit, retailers included. Change is difficult as a decision has to be made. So we tend to continue with the same products and services until something important happens. Important in the eye of the customer that is.
 
It may be a new brand introduction, a price promotion, bad publicity or negative comments on social media. If these are important enough to customers then they may decide to change brands. And if this impacts a lot of customers, the sales decline can be fast and significant.
 
Better therefore to follow your image as well as comments on social media.
 
Social media platforms can provide a wealth of information about your brand. Of course, different people adopt different platforms for different uses. Pew Research ran a useful analysis in their Social Media Update 2016 of the demographic similarities and differences of channels in the US. It is definitely worth a read to understand these differences, as well as to identify the best platforms for your own brands.
 
Another good source of social media statistics is from Smart Insights. Their “Global social media research summary 2017” combines information from numerous sources and provides a global perspective.
 
The sort of information that can be gathered from social media includes:
  • Natural vocabulary used by your customers.
  • Issues customers have with products and services, often in real time.
  • Trending topics of interest; use trend alerts rather than the keyword tool from Google, which is slower to update.
  • Regional or country differences from topic frequencies.
 
Observation and listening in person can provide extra benefits that social media can’t. The two information sources are thus complementary. In fact, I would consider them to be the best way to identify brand issues, long before running any market research surveys. For more on best practices in customer closeness sessions, check out “Five Rules of Observation and Why it’s Hard to Do Effectively.” 
 
 

How can I grow my brand more profitably?

As you know there are basically only three ways to grow your business:

  • Get more customers to buy.
  • Get customers to buy more.
  • Get customers to buy more frequently
 
You will see that all three ways involve the customer; of course, they do! As you know, one of my favourite quotes says “There may be customers without brands, but there are no brands without customers.” If you still haven’t understood the message, your customers are the answer to everything!
Just think about that for a moment, please. A simple but profound statement, don’t you think? Therefore, your customer is the solution to your business growth and profitability.
 
Speaking of which, sometimes a business is growing but has done so by slashing prices and being on constant promotion. This doesn’t grow your brand, it demolishes it! Both its value and reputation! Read more about this and head the warning in “Are you on the Way to Brand Heaven or Hell?”
 
A far better way to grow more profitably is to understand the value that you offer to your customers. This is done through a PSM (price sensitivity measurement), a price trade-off study (BPTO) or similar survey. These will provide you with the information you need to understand your customers’ perception of your value. Whether your price is too high or too low, you’re leaving money on the table and could be more profitable. 
 

 

Why is market research not enough to understand my customers?

There are so many reasons why running market research is insufficient to really know and understand your customers and your business. I don’t know where to start, but here are a few reasons I’ve come up with (please add your own in the comments box below):
  1. Projects are sample based.
  2. They are at best snapshots of current opinions and behaviours.
  3. The information can quickly become outdated.
  4. They ask questions.
  5. They have limited focus.
  6. People don’t tell the truth.
  7. People don’t know why they do what they do.
  8. Results are extrapolated.
  9. Results are open to interpretation.
 
I could go on and on with this list – and again feel free to add further ideas in the comments below – but you get the idea.
 
Now don’t get me wrong; I’m a big fan of market research. BUT done by experts. Unfortunately, with the ease of connecting with people online and the simple survey platforms offered for free, it is easy for anyone to run a research project today.
 
It’s great that people see the benefit of surveys, but as this subtitle mentions, it’s not enough for truly knowing and understanding your customers. Also, if the reasons I gave above are not enough, there’s something else!
 
The biggest issue from my perspective is that understanding takes far more information than any single market research project can provide. Yes, it may deliver certain answers to a finite number of questions, but to understand your customer you need to get intimate.
 
I wrote a blog on just this topic which you might want to check out for a more detailed plan on getting to know your customers. It’s called “4 “Free” Ways to Connect with Customers for World-Class Understanding.”
 
 

Why are customers always the answer?

There are many organisations that understand the importance of the customer and yet still hesitate to start walking the talk of customer centricity. If you’re one of them, then here are a few statistics that should convince you  – and your bosses – of their importance:
  • Customer centric organisations are 60% more profitable. (Source)
  • The average revenue growth of Customer Experience Leaders is 14% points higher than that of the laggards. (Source)
  • 64% of people think that customer experience is more important than price in their choice of brand. (Source) 
I don’t think anyone can read those numbers and not be excited by the potential for growth. So what are you waiting for?

Conclusions

 
As you see, our customers can provide many if not all the answers to almost any question we may have about our businesses. After all, we are in business to make a difference to our customers lives in one way or another. So it is surprising that we still go looking for our answers elsewhere.
 
If I haven’t highlighted your main business challenge for 2017, then please add a comment below. I’m sure the customer will still be the answer – but prove me wrong!
 

If you’re ready to adopt a Customer First Strategy, book a free half-hour advisory session with me directly in my calendar, so we can go through your priorities and discuss solutions.

Join Global Customer First Strategists!

Get our latest posts before everyone else, and exclusive content just for you.

* indicates required

FREE DOWNLOAD “Secrets to Brand Building”

Everything You Need To Know To Improve Your Marketing & Brand Building

* indicates required