Category: Customer first

Surprising Solutions to the 9 Business Challenges of a Customer-First Strategy

Posted on by Denyse Drummond-Dunn

Adopting a customer-first strategy is more than just an option these days. But did you know that, perhaps surprisingly, it can answer most business challenges? And it is, therefore, essential for the survival and growth of every single business.

Yet, I know this paradigm shift can present formidable challenges that many organisations struggle to overcome.

In 2023, I wrote a popular post covering the ten most common challenges businesses face when starting their journey to customer-centricity. It is called “Top 10 Challenges Facing Companies When They Adopt a Customer-First Strategy.”

However, a lot has changed in the past year, so I decided to update my suggested solutions to the latest obstacles businesses face when pivoting to a customer-centric approach.

As before, I provide supporting data and some inspiring case studies to get you going.

If I haven’t covered your challenges here or in the previous article, feel free to comment.

From reshaping ingrained company cultures to harnessing the power of big data, I’ll explore how industry leaders like Toyota, Salesforce, Target and Netflix have successfully navigated these challenges.

Whether you’re a startup looking to disrupt or an established enterprise aiming to evolve, this article will equip you with the knowledge and tools to transform challenges into opportunities.

Let’s take a look at nine key hurdles I have noted in working with my clients, and discover how to solve them, ensuring your business stays ahead in the race for customer loyalty and sustainable growth.

If you prefer to listen rather than read:

 

1. The Biggest Business Challenge – Revolutionising Company Culture

The transition from a product-centric to a customer-centric culture demands a complete overhaul of organizational mindset. This seismic shift often faces resistance from employees deeply rooted in traditional practices, who may struggle to see the immediate benefits of a customer-first approach. Companies grapple with ingrained behaviours, leadership communication gaps, and inadequate training programs.

Solution: The key lies in unwavering leadership commitment and consistent, clear communication. Take Zappos, for example – they’ve woven customer service into the very fabric of their core values, reinforcing this through ongoing training and aligning it with customer success metrics.

To facilitate this cultural metamorphosis:

  • Implement regular workshops that highlight the tangible benefits of customer-centricity
  • Develop a comprehensive internal communication strategy
  • Create a reward system that recognizes and celebrates customer-focused behaviours

The payoff is substantial: companies prioritizing customer experience see up to 1.7 times higher customer retention and 1.9 times higher average order value. This isn’t just a change in strategy; it’s a revolution in how business is done.

If you’d like to know the most effective way to overcome resistance to change in your company culture, please book some time for us to discuss your needs and identify three actions you can immediately take; click the link below.

LEARN MORE

2. Mastering the Art of Customer Data Analytics

In the age of big data, businesses are drowning in information but thirsting

… Click to continue reading

Unlocking the Huge Untapped Potential for SMEs through the Superior Use of Data

Posted on by Denyse Drummond-Dunn

All CEOs face many challenges, perhaps those of small and mid-sized companies more so than others. However, the current data-rich environment offers an enormous untapped potential for SMEs. Let me explain.

Today’s technically advanced and data-rich environment makes the strategic use of data a crucial element for success. While many companies recognise the importance of its leverage for marketing purposes, an often overlooked aspect holds immense potential: the comprehensive and superior use of customer-centric data. This is what I want to cover in this post.

If you would rather listen than read:

 

Understanding the Potential for SMEs to Use More Customer-Centric Data

Superior use of customer-centric data means going beyond basic data collection and analysis to integrate customer insights into every facet of a business. This holistic approach uses data to enhance product development, service enhancement, operational efficiency, and strategic planning.

Let’s look into each of these in more detail.

Why the Superior Use of Data Matters

1. Personalised Customer Experiences: Superior data utilisation helps all organisations, especially SMEs, create personalised experiences that resonate with individual customers.

Businesses can tailor their offerings, communications, and engagements to create meaningful connections by understanding customers’ preferences, behaviours, and needs. According to a report by Epsilon, 80% of customers are more likely to make a purchase from a brand that provides personalised experiences.

2. Predictive Insights for Proactive Strategies: Leveraging data allows SMEs to anticipate trends and predict future behaviours.

This foresight enables proactive strategies, such as developing new products or services that address emerging needs or adjusting marketing tactics to stay ahead of the competition. Gartner predicts that by 2025, AI-driven businesses will be able to capture up to $2.9 trillion in business value.

3. Enhanced Decision-Making: Data-driven decision-making eliminates guesswork and reduces the risk of costly mistakes. SMEs can make informed choices based on concrete evidence, leading to more effective resource allocation and improved outcomes. According to McKinsey, data-driven organisations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

4. Operational Efficiency: Analysing customer data has huge potential for SMEs to identify inefficiencies and streamline processes. This enhances productivity, contributes to cost savings, and improves the overall customer experience. A Forrester study found that organisations leveraging data effectively see a 10% reduction in operational costs.

If you are an executive who believes you have untapped potential in your own organisation and would like to discuss your current challenges in data usage, innovation, or marketing, then why not CONTACT US? In a 30-minute CALL, you will walk away with at least three suggested actions immediately impacting your business.  

Transforming Marketing with Superior Data Utilization

The power of superior data use cannot be overstated for marketing heads. It revolutionises how marketing strategies are conceived, executed, and evaluated.

However, this means that they can no longer rely on creativity alone. They need to

… Click to continue reading

Building Customer Trust and Loyalty: The Foundation of Successful Businesses

Posted on by Denyse Drummond-Dunn

In the ever-changing landscape of business today, one factor remains timeless and invaluable: building customer trust and loyalty.

Trust and loyalty are the cornerstones that sustain a business and drive customer retention, advocacy, and long-term profitability. In today’s competitive market, where options abound, and consumer preferences constantly shift, nurturing trust has become more critical than ever.

 

The Difference Between Customer Trust and Loyalty

Let me start by clarifying the difference between trust and loyalty. Although they are closely connected, they are not the same. Loyalty is faithfulness or commitment to a company or brand. At the same time, trust is the customer’s reliance on its integrity.

So how do you go about gaining customer loyalty and trust? Since customers will not remain loyal to companies they don’t trust, building confidence is the right place to start. And to do that, you need to make customer service a priority.

 

Understanding the Value of Customer Trust

In the realm of commerce, trust is akin to gold. It’s the currency upon which customer relationships are built, purchase decisions are influenced, and brand reputations are forged.

According to the 2023 Edelman Trust Barometer businesses are trusted more than governments these days! Only five countries among those covered in the research still trust their governments more – Sweden, China, UAE, Saudi Arabia and Singapore.

This emphasizes how trust creates a sense of security, assuring customers that they’re making a wise investment. But it is also a huge responsibility for brands not to destroy this trust by actions which are anything less than totally honest.

 

The Elements of Customer Trust

Reliability, transparency, integrity, and security form the core elements of customer trust. Businesses that consistently deliver on their promises, openly communicate their practices, act ethically, and safeguard customer data foster trust.

According to an analysis run by GWI, brand trust plays an increasingly larger role in consumers’ purchase journey. Beyond quality and cost (the biggest influences on purchase), having brands they can trust (32%), that come with positive reviews (31%) and a good reputation (31%) are the next leading incentives for consumers when deciding who to buy from.

Trust is cultivated through actions, not just words, and by exhibiting these qualities, businesses bridge the gap between scepticism and confidence, establishing a foundation for meaningful relationships between brands and their customers.

 

The Impact of Trust on Customer Loyalty

As already mentioned trust and customer loyalty are inextricably linked. Trust fosters emotional connections, encouraging customers to not only make repeat purchases but also advocate for the brand. A loyal customer becomes a brand ambassador, spreading positive word-of-mouth that’s far more persuasive than any marketing campaign.

According to Nielsen, 92% of consumers trust recommendations from friends and family over any other form of advertising. Through trust, businesses secure a loyal customer base that propels growth.

 

Aligning Brand Promise and Customer Experience

A brand promise is more than just a tagline or slogan, it’s a commitment to each and every customer. When businesses uphold this

… Click to continue reading

Maximising Customer Value: Answering Your Top Questions About Customer Centricity

Posted on by Denyse Drummond-Dunn

As a customer-first strategist, I am frequently asked about customer centricity and the value it brings to a business when they adopt the strategy.

I, therefore, thought it would be useful to share the topics my clients ask me about most frequently and my responses to them. If you, too, have questions about customer centricity, I’m sure you will find the answers you’re looking for below. And if not, you can always DM me.

 

So you have questions about customer centricity?

Good to know! Let me start by saying that adopting a customer-first strategy can be daunting for any organization. You should, therefore, not dwell upon your reticence in the past. However, in today’s rapidly changing business landscape, it is more important than ever for you to prioritize customer centricity.

 

What is a customer-first strategy?

A customer-first strategy is an approach to business that prioritizes the needs and preferences of the customer. It means putting the customer at the centre of every decision an organisation makes, from product development to marketing and sales. Put simply, it involves a shift away from traditional product-focused strategies to a more customer-centric approach.

This means that it’s not just about providing good customer service; it’s about understanding your customers’ needs, preferences, and pain points, and then designing your products, services, and marketing strategies to meet those needs.

 

Why is a customer-first strategy important?

In today’s highly competitive marketplace, focusing on your customers is more important than ever before. You can no longer hesitate. Nor can you not make it a top objective for your organisation.

A customer-first strategy can help you build stronger customer relationships, increase customer loyalty and retention, and ultimately drive revenue growth.

By focusing on your customers’ needs and preferences, you can differentiate your brand from your competitors and create a sustainable competitive advantage. Isn’t that what we’re all searching to do?

A customer-first strategy is important because it can increase customer loyalty and satisfaction. When customers feel that a business truly understands their needs and is committed to meeting them, they are more likely to remain loyal to that business and recommend it to others.

In addition, a customer-first strategy can help businesses identify new opportunities for growth and innovation. By focusing on the customer, businesses can gain a deeper understanding of their market, and create products and services that truly meet the needs of their customers.

 

How do you implement a customer-first strategy?

To implement a customer-first strategy, you must start by understanding your customers. For me, this starts with simply watching and listening to them. I say “simply”, but this is one of the most powerful ways to not only know, but truly understand your customers and how your product or service fits into their lives.

Once you have done this, you can supplement your knowledge, if you have found gaps in it, by conducting market research surveys, collecting customer feedback, and analyzing customer data.

All the information you gather can be used to … Click to continue reading

Post Covid People are Searching for More Meaningful Connection & Engagement

Posted on by Denyse Drummond-Dunn

I know, you probably don’t want to read yet another article about the post-pandemic era. But bear with me; this is about customer connection and engagement.

Since covid, people have changed their perspective on many categories. They have also adapted their purchasing behaviour following lockdown. So this seems to be the perfect time to reconsider our customer-first strategies, doesn’t it?

Up until the covid-19 virus infected the globe, almost every single organisation, big or small, recognised the importance of satisfying their customers. However, most of them were only giving lip service to customer-centricity. Very few were actually going beyond voicing their opinions.

So I have some bad news if you are in this first group and it’s this. Not actioning a customer-first approach in everything you do is no longer an option. You were be called out, most probably very publically online. Customers are sharing their experiences of companies and brands far more than they were doing before the pandemic.

It makes sense. What else did we have to do than surf the internet all day long? And this habit seems to have remained. According to the latest global statistics, back in 2020, the average consumer spent 474 minutes a day on digital media. By 2023, that number is predicted to rise, according to the experts, to 500 minutes on digital media.

Taking a closer look at social media use trends, business owners and marketers can learn a great deal about opportunities to boost engagement and business impact as the new norm continues to evolve.

The article by Business.com lists four things consumers are looking for:

  1. They want to be entertained – understandable when you consider how much time they are spending online.
  2. Unlocking creativity – they are not only consuming content, but they are also creating it in larger quantities than ever before.
  3. They want connection and comfort – people are desperate to overcome their isolation and connect with others, so online multiplayer gaming and chat have surged.
  4. They seek positive content to cheer them up – it’s a natural human response to seek uplifting, inspirational content during difficult times.

If I were to sum up these four desires, I would say that people are looking for more connection and engagement. Exactly what a customer-first strategy provides! But there are things to avoid.

When an organisation decides to become more customer centric, there are many mistakes that are commonly made. This article “7 Reasons for Failure When Adopting a Customer First Strategy” gives the main ones and makes a complementary read to this post.

But today’s world has accelerated the upward trend of the importance of a customer-first strategy and makes it one of the most, if not the most important one for all organisations.

It is no longer the norm, or even the new norm, of successful businesses. It is becoming the make-or-break criteria for surviving the post-pandemic era.

And many companies are already falling behind – fast! It should, however, be noted that for many retailers, the … Click to continue reading

7 Reasons Why Your Customer First Strategy Adoption Will Fail!

Posted on by Denyse Drummond-Dunn

Every CEO knows that a stronger customer focus can be the answer to many – dare I say most? – of their business challenges!

So why do so many companies continue to struggle in successfully adopting a customer-first strategy and culture?

Here are the seven main reasons why companies fail to effectively adopt a customer first strategy; which one are you struggling with the most today?

1. The CEO has stated it as a company objective but has not detailed what nor how the organisation will change

While it is essential that a customer-first strategy has a board-level sponsor, it is important that every employee understands their role in making it happen. It should not be treated as just another project for one department to complete, but as a long-term, top 3 company objective.

When this happens, every division is driven to identify how their actions will impact their customers and what part they will play in meeting this important company objective.

This is one area where the CEO can’t set it and forget it. He/she needs to be regularly informed of progress and should ask some “awkward” questions to ensure that everyone is truly embracing the objective. Without this company-wide support, the strategy will never succeed.

A few years ago, the Business Roundtable, which is an association of over 180 CEOs leading US companies, agreed to put people before profits. They specifically said they would be:

  1. Delivering value to our customers.
  2. Investing in our employees.
  3. Dealing fairly and ethically with our suppliers.
  4. Supporting the communities in which we work.

With many organisations now struggling to recover from the impact of covid-19, it is interesting to see whether they have all moved forward on these objectives.

The Business Roundtable updated their results one year later. In the summary you can read HERE they say:

One year later – through a period of unprecedented crises – companies have demonstrated a commitment to the values embedded in the Statement.

These numbers should be sufficient to convince every CEO that a customer-first strategy is worth investing in. In fact, it is an essential strategy every CEO would be wise to adopt, no matter what industry they are in. So what are you or your CEO waiting for? Did I miss a different problem you are currently facing? What other challenges have you faced or are now facing in adopting a customer-first strategy? Please let me know by adding your comments below.

If you would like to know what support we can provide in helping you to adopt a customer-first strategy, check out our website then contact us here: https://c3centricity.com/contact and book a free Business Makeover Session. You’ll come away with at least three ideas to action immediately.

 … Click to continue reading

Adopting a Customer First Strategy. Even the Police Can Get it Right!

Posted on by Denyse Drummond-Dunn

In most countries, the population have a love / hate relationship with their police. You can imagine my surprise, therefore, to find myself writing about how they appear to be adopting a customer first strategy in Switzerland!

Let me explain. A few years ago they introduced a new-style speed radars in the villages around my home town. The elements are not that new per se, I know, but last week it suddenly hit me why these speed cameras seem to be so effective. It’s simple; they’re customer centric! The Swiss police have adopted a customer first strategy! And that’s why I want to share more about this story here.

 

Background

One of the reasons why the Police are disliked in many (dare I say most?) countries, is because of their insidious speed controls.

Whether they are permanent fixtures as on the right, or temporary ones, we all dislike the flash that tells us it’s too late, that we’ve been “caught.”

We then wait a few days, to weeks or even months, naively hoping that it wasn’t our car that was flashed. But eventually the letter arrives asking us to pay a fine.

I think the worst of them all are the laser guns that the Police have been using for many years now. We don’t even know we’ve been flashed until the communication arrives at our home! Or we are pulled up a few hundred meters down the road.

 

The relatively new types of radar that are being introduced in my home area don’t flash either. But that’s because we never get “caught” as such.

You see they measure our speed and give us immediate feedback. Take a look at the photo on the right; I’m sure you’ve seen such installations before in your own area.

Now if we make the assumption that all four types of equipment are to get road users to decrease their speed in critical areas – and not just to gather money as I’ve heard suggested – then the results must vary widely.

 

 

So let me share my thoughts from the perspective of a customer first strategy champion.

 

What This Has to Do with Your business

So why is this example relevant for you and your own customer first strategy? Well, ask yourself what you really want for your business? 

In the case of the police, I am assuming that they want to reduce the speed of drivers in certain areas and make the roads safer for everyone. In this case, the customer-centric approach, which has by far the most success at slowing drivers down to within the speed limit along a larger portion of the road, is the information panel. If that is their objective, then the Police in every country should adopt these new style radars.

But if those who consider speed checks to be a mere money-making operation are right, then the Police will continue to use one of their other options. And they must accept the … Click to continue reading

Are You Giving What Customers Want Today?

Posted on by Denyse Drummond-Dunn

As a dedicated customer centricity champion, just like you, I spend a lot of my time researching what customers want, just like you do too, I hope. In this period of great global unrest, understanding our customers has become more important than ever before.

Just a few short months ago, I didn’t think that it would be possible for customer-centricity to become any more important. But things change and now everyone is fighting to keep their businesses afloat. So the new and constantly altering needs and desires of our customers should be a top priority for all of us to follow.

To help me keep abreast of the changes, I’m regularly checking online searches for such terms as customer service, customer satisfaction and customer care. Google and Bing have become some of my best friends!

A couple of years ago, I came across some surprising facts, which prompted this post when I first drafted it. But with the incredibly unforeseen events of the past few years, I feel it deserves a update.

Already at the time, my analysis suggested a serious problem in the business of looking after our customers. Today it is clear that any organisation that hasn’t spent time putting things right, will most certainly be suffering in this post-pandemic, global unrest in which companies are trying to do business. I’d be interested to hear your own thoughts once you have read the article.

 

Customer Centricity

Wikipedia, another of my faithful friends, doesn’t have a definition for customer centricity! If you look up the term, you get directed to customer satisfaction! Unbelievable.  Try it for yourself and see!

Gartner defines customer centricity as:

“The ability of people in an organisation to understand customers’ situations, perceptions, and expectations.”

It then goes on to say:

“Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.”

What I particularly like about this definition, is that it refers to customer understanding and the need for customers to be the focus of decision-making. It also highlights the need to create not just customer satisfaction, but loyalty and advocacy too.

Now whereas it seems to be difficult to build longterm loyalty these days, especially in B2C businesses, advocacy is essential in today’s connected world. Of course the latter means that customers are surprised and delighted rather than just satisfied, so that they are excited to share their positive experiences with others.

Need help in adopting a customer-first strategy?

Check out our Brand Accelerator™ Course in the C3Centricity Academy

Aim for Advocacy Rather than Loyalty

As we all know, it costs between 5 and 25 times more to acquire a new customer as it does to retain existing ones. (Invesp) Therefore strong loyalty is a valuable benefit for a brand. But covid saw us all changing our purchasing behaviours, as we researched, compared and then bought more online. So although loyalty is difficult, it … Click to continue reading

The 6 Best Ways to Show you Respect Your Customers

Posted on by Denyse Drummond-Dunn

I was recently asked to speak about how to build relationships with clients, in this case for a realtor association. In preparing for the interview, I got to thinking about customer privacy and how important it is to build a mutually beneficial relationship to respect customers.

Customers don’t want to be automatically segmented and followed as they go about the web, viewing different sites. An article on Business2Community by Owen Ray says that:

“The tracking cookie is crumbling. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies.”

If you want to understand more about the topic of cookies, I highly recommend this two-part article.

Companies that are truly customer centric know that it is important to build a mutually beneficial relationship where there is something for both parties in exchanging information and services. Many businesses ask far too much of their customers, with little if anything in return. I believe this is one of the major reasons customers today are becoming sensitive to what and to whom they give information about their interests, habits, needs and wishes. And why cookies are rapidly becoming a thing of the past.

I, therefore, thought it was useful to review the major points to keep in mind when a business wants to collect information about its customers in order to offer products and services that better meet their wants and desires.

 

1. Ask Permission to Gather Information

This should be a no-brainer and yet I still find myself on lists to which I didn’t intentionally, if at all, subscribe! You too?

Whether you are connecting with your customers by mail, phone, email or the web, you must first request permission to ask any questions and gather the information you are looking for.

Not only should you ask for their consent if you are not in direct personal contact, but you should also double-check that permission when connecting via email or the web. You have to ensure that the agreement has been given by your customers and that they are still ready to provide the information.

Being attentive to privacy when starting to build a relationship is vital and shows that you respect your customers.

This also means asking them to confirm their consent not once, but twice. Double opt-in, as it is known, ensures that your customer is correctly identified and that they have indeed agreed to provide or receive information or to be put on your mailing list.

Far too often, I see requests where permission is encouraged by using colourful buttons to click, or an implied criticism if you don’t, with phrases such as  “No, I have enough sales” or “No, I don’t want to save money”.

 

2. There Must be Mutual Benefit

When your customer has agreed to provide information, you need to thank them immediately. This can be as simple as … Click to continue reading

How Your Business Can Quickly Adopt a Customer First Strategy

Posted on by Denyse Drummond-Dunn

Why would you want to quickly adopt a customer first strategy?

Well, every few days there seems to be another customer service disaster that fills the newspapers and goes viral on social media. Amongst the most notable recent examples include United’s Flight 3411 incident disembarking passengers by force and Walmart refusing to match their online prices in-store. These types of incidents almost only ever happen when an organisation doesn’t adopt a customer first strategy, so the solution is relatively easy.

Every single organisation, big or small, recognises the importance of their customers today. They talk about customer centricity but very few actually go beyond voicing their opinions. Perhaps yours is one of these? Do you know why this is? What’s stopping you from taking the necessary actions?

A customer first strategy is not that difficult to implement. Just think customer first in everything you do! So how come most businesses get it spectacularly wrong?

I think one reason, and probably the most common, is because they don’t see an immediate return on their investment. You see, it costs money to make changes in internal processes and procedures.

Another possible reason is because some organisations have hesitated to start for so long, they now feel that they have been left so far behind that they don’t know where to start. What do you think?

The good news is that if you’re in one of these situations, then help is at hand. Read on because this article shares some of the most useful tips I’ve seen on the topic of adopting a customer first strategy.

REASONS TO ADOPT A CUSTOMER FIRST STRATEGY

There has been enough research done to prove that the return on a customer-first strategy is significant. Here are just a few of the most noteworthy numbers I found during my research online; if you are still not sure it’s worth it, then this data will no doubt convince you.

  • 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. (Source: CEI Survey)
  • 74% of consumers have spent more due to good customer service (Source: Entechus.com)
  • 89% of consumers have stopped doing business with a company after experiencing poor customer service.  (Source: RightNow Customer Experience Impact Report)
  • 49% of consumers have left a brand in the past year due to poor customer experience. (Source: Emplifi)
  • Companies earning $1 billion+ can expect to earn an additional $700 million within 3 years of investing in CEX. (Temkin Group now Qualtrics)
  • A 10% increase in customer retention levels result in a 30% increase in the value of the company. (Source: Bain & Co)

Those are numbers that would make any CEO sit up and take notice! But will it make them act? What’s holding yours back from investing in your customers rather than (just) in developing and marketing the products and services you offer?

I believe that those numbers can no longer be ignored. It’s time every … Click to continue reading

Top 10 Most Popular Articles on Customer Centricity of 2021

Posted on by Denyse Drummond-Dunn

Happy New Year to all you Customer-first strategists. May your year by bright and your customers surprised and delighted!

Each January we like to celebrate our most popular posts on customer centricity that were published on C3Centricity during the year. Just like 2020, covid has forced all of us to be a little more creative and a little less demanding in our work.

Here at C3Centricity, we reviewed and updated many of our cornerstone, evergreen articles, so you may recognise a few of them from last year in this list. However, they still make great reading and a reminder that we’re all in business to satisfy and delight our customers. And if you’d like a surprise too, then I have one for you at the end of the post. Enjoy!

 

#1. The 6 Best Ways to Show you Respect your Customers

Show you respect your customersThis is another evergreen post that has been popular amongst our readers for several years. It has moved from second position, to take the top spot in 2021. The article shows you how to connect with your customers and gather their information.

It also has some tips on how to build a good relationship with them and respectfully let them leave if they no longer want to connect with you. Making it hard for them just makes you lose image.

If you’re ready to adopt a customer-first strategy, check out our online course on the topic HERE.

 

#2. Five Rules of Customer Observation for Greater Success

Measure your company image

This post has been amongst the top articles on C3Centricity for many years. It is regularly updated so it remains highly relevant in today’s marketplace.

Its popularity clearly shows the need we all have to understand how to get up close and personal with our customers – the right way.

The 5 rules it includes are easy to follow and will make every occasion to watch and listen to your customers so much more interesting and valuable.

And if you want to learn how to watch and listen more effectively to your customers, then check out our training courses HERE. 

 

#3. Five Brilliant Ideas to Boost your Insight Development

Boost your insight developmentThis post remains the third most popular one on C3Centricity. Ever wondered why you struggle to develop actionable insights? This post shares some of the main reasons why even large companies fail at this essential art.

Insights are the foundation on which every single successful brand is built. If your brands are lacking strong positive growth, they are probably missing that insight that will make them powerhouses.

So it is vital that you learn how to develop them and then how to action them in your communications and innovation. Again, if you struggle to action your insights, you’re most certainly missing one of the steps covered in this post.

To stimulate your thinking, the article includes many real-world examples of how great insights can be turned into powerful ad campaigns that connect with customers and motivate them to buy.… Click to continue reading

The Good, Bad and Downright Ugly Parts of a Head of Marketing Job

Posted on by Denyse Drummond-Dunn

Did you know that the average tenure of a Head of Marketing continues to fall, reaching just 41 months according to the latest Spencer Stuart research published by the WSJ?

It is still one of the shortest average terms of office of any chief in the C-suite, according to a recent report by Korn Ferry. But one piece of good news in the past year is that although conditions for CMOs have become more difficult since the coronavirus pandemic, “In many cases, CMOs are not being removed, but it’s been pretty dramatic layoffs beneath them” said Greg Welch, practice leader for marketing, sales and communication at Spencer Stuart.

So just how long have you been in your position?

The Bad News

A global survey by the Fournaise Marketing Group provides one possible explanation for the continued decline in tenure. It highlights the ongoing tensions between CEOs and CMOs. A huge 80% of CEOs don’t trust or are unimpressed with their CMOs, compared to just 10% for their CFOs and CIOs. Why is this?

Perhaps it’s because CEOs don’t understand the role of a CMO or is there still an issue with the ROI of the marketing budget? I’ll let you be the judge of this in your own situation.

Another piece of research by HubSpot reported that Marketing as a career suffers credibility issues as well. It ranked the most trustworthy jobs, with Doctor ranking number one and near the bottom, just above Car Salesman and well below Barista, was “Marketer”. Car salesmen? Really? That is scandalous!

The Opportunities

Let’s start at the beginning. What opportunities are there, for marketers to keep their jobs? Despite the short lifespan of a CMO, and while the position is plagued by high turnover, this could also be because CMOs are highly visible.

Therefore they can be targets for promotions or a steal by their industry competitors. Nice to feel wanted, isn’t it?

It is understandably important that a new CMO quickly makes an impact. More so than any other c-suite function, bar the CEO of course, who sometimes faces almost immediate criticism by shareholders and the financial world, upon being named.

Another piece of good news for the head of the marketing function is that being on the executive board they have access to resources. The bad news is that as the CMO is a member of the EB, management expects them to make (profitable) changes fast.

And even more so if they have just been hired! The board trusts the new CMO to analyse the situation, identify what needs to be done, develop the plan to do it and then take actions. And all of this in their first 3 months or so!

Are you or have you yourself ever been in exactly this situation? If you have, then you understand how tough it is, don’t you?

That’s why many CMOs hire a supportive advisor or sounding board such as myself to accompany them on this stressful early part of their … Click to continue reading

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