10 Ways to Improve Customer Centricity Today

Many of you know that it is vital to continuously improve your customer centricity. You must put the customer clearly at the heart of your business in everything you do. But that’s easier said than done, because your customers are constantly changing.

I think that’s why many businesses struggle to improve their customer centricity, because they don’t know where to start. Am I right? If so, then this article is especially for you. 

This week I want to share ten simple actions to accelerate your organisation along its path to improved customer centricity. 

 

#1 Review the description of your target audience

Complete this 4W persona template for customer centricityLet’s start at the very beginning – with the customer of course!

Do all your brands have a clear description of their target audience? These days we tend to refer to these as personas or avatars. Whatever you call yours, they should be precise, detailed and ideally visual as well.

If you haven’t yet developed your persona, or you know it is not as complete as it could be, why not use our new C3Centricity 4W™ Persona Template? Complete the who, what, where and why for each of your brands and finally understand who you are aiming to attract.

I suggest you also complete one for your company if it appears predominantly on your packaging or communications. I did this for a client and found that some of their brands were positioning themselves in opposition to their company image. As you can imagine, this was getting them nowhere and in fact damaging both their brand and their company image!

Include in your own persona template not only demographics and consumption / purchasing habits, but also information about where your customers do these things, what values they have that you can tap into, and what emotions motivate them to use your brand.

If your current persona doesn’t include all this information, it is probably time to update it – and why not with our 4W™ template?

 

#2 Optimise how you connect with your customers

Do you know the best way to contact your target customers, as well as their preferred place and time to connect? You should after completing your updated persona template.

Review how you communicate with your customer and what information exchange there is at that time. Is it a one-way or two-way discussion? Are you in a monologue or a dialogue?

Obviously the second communication style is what you should be aiming for. You can learn far more about your customers when they are ready to share their information with you. And that comes when they trust you to keep their data safe and know that you only collect what you need to give them a superior experience. Make sure that’s what you are doing.

Review how you communicate with your customer and what information exchange there is at that time. Are you in a monologue or a dialogue? Which would they prefer? #BrandBuilding #BrandCommunication Click To Tweet

 

#3 Identify the needs your brand is addressing

Do you know what needs your customer has and which of them you are tapping into?

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Which customer need are you solvingThey certainly have several needs, but you should be aiming to address only one of their needs.

If you attempt to address more than one need at the same time, and especially if they are not sequential, your customer will get confused as to what solution you are helping them solve. Clarity is definitely the name of the game when it comes to brand positioning.

Mixed brand messages on what the brand can do for your customer, will leave them perplexed. This will, in turn, reduce the likelihood that they will be convinced your offer can offer a real solution.

Knowing where your brand sits on Maslow’s hierarchy of needs has one additional benefit. It can increase the success of regional and global launches by identifying groups and cultures with similar levels of a specific need.

 

 #4 Make your customers everyone’s responsibility

Who in your organisation is thinking about your customers? Is customer care only on the objectives of one or two departments? Perhaps you think it’s only for the customer service employees or merchandisers and promoters to do.

It should, in fact, be on everyone’s annual objectives. Each employee should get the chance to watch, listen and engage with your customers on a regular basis. This will help them to understand how their work fits into the company’s overall objective to not only satisfy but to delight customers too.

Every employee has a role to play in customer centricity and connecting with the customers on a frequent basis and sharing experiences across departments will ensure that they understand this.

That said, I do have one suggestion before allowing everyone to go out and watch / listen to customers. It is to ensure that they get a detailed brief of the do’s and don’ts of customer interaction. Read more about these in our top rated article “The 5 Essential Rules of Customer Observation for Greater Business Success.”

Before allowing employees to watch / listen to customers, ensure they get a detailed briefing of the do's and don'ts of customer interaction. #CEX #CRM Click To Tweet

 

 

#5 Plan for the unthinkable

We have all had a lot of new experiences in the past few years: the covid pandemic, the war in Europe, dramatic climate changes to name just a few. So how has your business coped? Many companies have gone out of business because they never prepared for such events.

Now while many of recent events were unthinkable, and accepting that it’s impossible to prepare for any and every situation, thinking about the impossible can make your business more resilient.

So how have you prepared your business and protected its planned expansion? Do you know how future events may impact it and what you would do in each situation? How would you react to new laws, new customer demands, or their new sensitivities such as ecology, sourcing of ingredients?

It is obviously far better to plan for such events before they happen, so that you can quickly react to challenges as well as opportunities. That’s why I am such a big fan of plausible future scenario planning. By thinking the unthinkable, even if they never happen, you will have thought through your responses and actions which will certainly be useful to cope with future events that do occur.

 

#6 Review how customer centric your plans are

Are your customers clearly identified and described in your plans, as well as the customers of your major competitors? Do people know who they are targeting with each brand product and service offer? Obviously developing a persona is the most valuable first step, but there is more you can do.

Review your plans and consider how your customers will react to each of your planned actions; not just the outcomes you are hoping for, but a true detailed analysis based upon your understanding of them and their desires.

Have you planned any actions to surprise and delight them? Or are you relying on the “same old” activities, copy / pasted from last year? You’d be amazed how many marketing plans remain practically the same for years and years, with no thought given to improving them! Your customers are changing so your plans need to reflect this.

You see, people today get bored very quickly and expect better than they were previously offered in most things – communications, promotions, products and services.

Also, if you’re not careful you can actually “train” your customers to anticipate your actions. This results in a declining interest in what you are offering and even a change in habits when yours become too predictable. Many categories have witnessed customers planning to only purchase brands when they are on promotion, as a result of too frequent and regular or seasonal discounts their customers have come to expect.

That’s why you must plan at least one unexpected WOW action each year, so your customers remain surprised and delighted.

Plan at least one unexpected WOW action each year for your brand, so your customers remain surprised and delighted. #BrandBuilding #BrandPromotions #Brand Communications Click To Tweet

 

#7 Expand your thinking about innovation

Just as I encourage you to rethink your tactics and actions, I also want you to rethink how you innovate.

Are you blocked in an innovation box, relying on your internal technical expertise and skills? If you understand your customers well, you can offer them new products and services that will be more successful, because you know what will surprise and delight them, what their needs and desires really are.

For example why not innovate by adding sensorial experiences to the brands you already offer? This will distinguish them from the competition and give an additional reason for your customers to buy. Consider adding sound to taste, colour to services, touch to packaging, aromas to retail displays.

With the decline in differentiation today, give your customers more reasons to stay with you and they will become loyal advocates.

To find more ideas about improving your innovation read “The Best Ways To Improve Innovation With Better Ideation & Insights.”

With the decline in differentiation today, give your customers more reasons to stay with you and they will become loyal advocates. #Polysensoriality #Innovation #BrandAppeal Click To Tweet

 

#8 Stop testing your communications to death

Customer centricity means observing your customersIf you regularly run copy-testing and communications analyses, I can feel your shock as you read this suggestion! But why not review the process you use to develop your advertising? I bet you are running on habit rather than thoughtful advertising development. Am I right?

If you spent more time and resources reviewing how to connect with your customers, and then tested early stage work up-stream with them, you would be more likely to develop winners.

This process would also reduce or totally replace your usual last-minute tests just before airing them, when in most cases it is already too late to change anything. You are then forced to launch what you know to be inferior communications and relaunch the improved version at a later date. I am sure you have noticed this from other brands, no? Customers notice this too.

 

#9 Define your image

Your brand has an image but it might not be what you think it is!

Make sure you are measuring each of your brand’s images at least annually and not only on the attributes that you want to perform well on.

Review and update the attributes you use to measure the perceptions of your category and ensure you rate what is (also) important to your customers, not just to you.

Attributes that cover both your competitors’ strengths and the total category will provide a much more thorough understanding of your own image, its strengths and opportunities for improvement. You might even find a new or adapted positioning that no-one else is currently occupying!

 

#10 Update your KPI’s

You know that well-used phrase “what gets measured gets managed” Well, are you measuring what needs managing or only the metrics that you can easily gather?

If you know your customers well, who they are, what they do, what they think of you and your competitors, and then compare this data to where you want to take your brand, the metrics you need to be measuring become evident.

Far too many organisations run their business using financial and sales-based metrics, which gives an incomplete view of the company. Add customer metrics too, such as communications, engagement, product ratings, and you will get a near 360 degree view of where you are today. Then you’ll be ready to take actions that will have the most impact.

 

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I hope this list has helped you to define a few areas that need revision in your organisation. Even actioning just one of them will improve your customer centricity. Of course completing them all will ensure that your customer is really at the heart of your business, as well as in the hearts of all your employees.

If you would like to know just how customer centric you are today, why not complete the C3C Evaluator™ assessment tool? It will help you to identify where you are today, as well as how to prioritise any needed changes in your organisation, to get you to where you want to be. 

If you’d like some help or further ideas about making your organisation more customer centric, please contact us here:

https://www.c3centricity.com/contact

How People Recognise Brands: I Can Guarantee It’s Not What You’re Thinking!

How do you think people recognise your brand? Is it by its logo, its colour, its pack, its jingle? Well, you may be surprised to learn these are all only pieces of the puzzle. A brand is a combination of elements, that together make it recognisable. But consistency and compatibility are often the two missing parts that are most often forgotten in building a brand.

Before I get started, I would like to suggest that you read a highly popular post on the topic of brand image here on C3Centricity, if you missed it before. It’s called “What Every Marketer Needs to Know about Brand Image, Equity, Personality & Archetypes” and will give you some great background information.

It covers the topic of brand image metrics in quite some depth, so is a great primer. But I feel that there is so much more to brand recognition that needs to be considered, than the elements that I mentioned in that post.

For example, more and more brands today additionally rely on a face, a voice, an aroma, a unique packaging style, a slogan or a sound that immediately identifies them. And when they do, their brand image gains in depth as well as emotional engagement.

In fact I believe that brands that lack connection with their customers are missing these powerful additions. They rely on mere basics to build their brand’s image, but they are no longer sufficient in today’s online -dare I say virtual? – world.

So here is my very personal perspective on some of the best examples in each of the additional areas I just mentioned. Feel free to add your own in the comments.

FACE

Progressive’s Flo and Dr Rick

Some of the faces which represent brands are of celebrities, while others are of unknown people who become celebrities thanks to the brand’s advertising.

One of the first faces I think of for a brand is Flo from Progressive. She won the hearts of Americans, ever since she was first introduced in 2008, with her helpful but quirky discussions with potential customers.

Flo made insurance less confusing and more friendly through her “girl next door” looks and sparky attitude.

In 2012, an animated box was added to their campaign concepts, to represent the company’s products in what was hoped to be a more fun and young-spirited way. Apparently, the vast number of ads with Flo – over 100 – had resulted in a “love her or hate her” relationship, but the box didn’t have the success of Flo.

About five years ago Progressive finally found the answer to attracting younger adults, coming out in 2017 with the “Group session” ads, one of which you can watch below. These were later morphed into self-help sessions with a group leader called Rick, who comes back in 2021 as Dr Rick (see more below). 

Dr Rick claimed to help the younger adult target group Progressive wanted to attract by claiming to help them from becoming their parents. The “On call” campaign was born and appears to have succeeded where the animated box didn’t.

 

With the replacement of long-standing, award-winning CMO Jeff Charney by Remi Kent, former senior VP and global CMO of the consumer business group at 3M, we’ll have to see where Kent takes the brand going forward.

 

Nespresso

George Clooney has been the face of Nespresso for many, many years, in fact since 2006. He started off as a smooth and superior man-about-town; the type of man many women would love to be with and men would love to be. But over the years he has become far more approachable, even funny.

This new style means that the ads are always entertaining, even for non-Nespresso drinkers. In one of the latest, a Game of Thrones-inspired commercial featuring Nathalie Dormer, Clooney plays a knight who slays the dreaded dragon. When the medieval queen asks what he wants for saving the kingdom, he doesn’t reply but heads off to New York. “Tis all I desire,” he says as he returns to the palace with a cup of Nespresso in his hand. (See video below, thanks to Madame Figaro)

I wonder if like Progressive, Nestle is trying to open the appeal of its Nespresso brand to younger coffee drinkers through the use of more humour. Perhaps they are (also) hoping that the videos get shared on social media. Can we expect cats too in the future?!!

But humour is only one way to attract younger adults. Today they are very sensitive to such themes as eco-friendly, sustainability and recycling. For this reason, Nespresso also uses its advertising time to address these hot topics. Here is a recent example where they created a short series on being carbon neutral:

 

There are many other examples of “faces” that we now immediately recognise and associate with their brands. Even if some have been dropped over the years, they still maintain their strong connection:

SC Johnson’s Mr Clean and the muscle man

Quaker Oats and the Quaker.

Coca-Cola and the Polar Bear

Marlboro and the Cowboy – Darrell

Duracell / Energiser and the Pink Bunny

 

Each face is chosen to represent the brand because it fits with the values with which it wants to be linked. For example:

The Muscle man suggests toughness, never tired, perfect for house cleaning when you want the quickest and easiest solution to difficult jobs.

The Quaker implies integrity, harmony, simplicity, perfect for natural products.

The Polar Bear is associated with cold, stimulating, refreshing liquid (ocean), perfect for a carbonated soft drink.

The Cowboy suggests independence, freedom, strength, perfect for a masculine brand.

The Bunny implies endurance. never-ending energy, perfect for a long-lasting battery.

You will notice that more and more “faces” are now cartoon characters, rather than real people. The advantage of doing this is that associations are unlikely to change, unlike people. Just consider some of the recent sporting disasters which resulted in brands firing their “faces”.

Almost all celebrity spokespeople are required to sign an agreement containing certain moral or behavioural clauses. These give the brands the right to cancel a contract if the celebrity does something which could be damaging to the brand.  Nike has done this with Maria Sharapova, Manny Pacquiao, Michael Vick and Lance Armstrong.  Tiger Woods was apparently dropped by Gillette, Accenture, AT&T, Gatorade and Tag Heuer. Wow, that must have lowered his income somewhat!

Find out more about the challenges of choosing a face for a brand in this article on advertising law, and this one on the top 15 athletes who were dropped by their sponsors.

 

SOUND / VOICE / TONE OF VOICE

Besides the faces of celebrities, some brands have adopted a very individual voice or sound as well. This adds more personality to a brand and further helps it to stand out.

The sounds can be actual voices, such as the infamous Budweiser’s Wassup campaign that was first aired in 1999. (yes really that long ago!) Or the tones used in print advertising, which have become even more important with the rise of social media.

Both Coke and Pepsi use sound to great effect. For Coke, it is the ice being dropped into a glass and then fizzing Coke being poured over it. For Pepsi, although it may have started by using the sound of the ring pull releasing the fizzing bubbles from the can, the brand now introduces unknown music performers with their “sound drop” campaign.

Kellogg’s believed that the reason for their success was the sound their cornflakes made when they were being eaten. In fact, they hired a Danish sound lab to recreate the Kellogg’s crunch for inclusion in their advertising. It became so identifiable and uniquely Kellogg’s Cornflakes that the company went on to patent it.

Unilever’s Magnum is another brand with a distinctive sound. The ice cream is instantly recognised today from the cracking as the model bites into the chocolate coating. This sound is used at the beginning and at the end of the ads for their bars and more recently for their chocolate topped tubs too. Here is one of their recent ads showing the sound being used for both ice cream versions.

 

 

Moving on to the tone of voice on social media, some of the best examples I’ve come across include:

Innocent: Would you be interested in following a Twitter account that posted about natural fruit drinks all day? Probably not, and Innocent Drinks clearly understands that. Instead of simply advertising its juice products, Innocent posts chuckle-inducing, highly relatable content. Innocent comes across as being just a friend who is always coming out with random, yet spot-on observations of life. Who wouldn’t want to follow them on Twitter for this daily dose of fun?

Innocent twitter

Tiffany: This heritage brand was recently acquired by LVMH and has shown remarkable growth following a daring change in its communications strategy. Its ‘Not Your Mother’s‘ campaign experienced significant backlash for offending its longtime customers, the older luxury customers. While it was certainly a risky move for Tiffany, they do say that the age group they are targeting is not as young as their critics believe it is.

Their tweets have always been more product related than in the past, but in line with their new positioning efforts, they include younger models wearing pieces in normal day-to-day situations. It relies far less than before on the elegant, cool sophistication of its physical presence in luxury surroundings and the use of its signature colour has also been stripped way back. I wonder if this will weaken or reposition its image in the longer-term? What do you think?

Tiffany Tweet

 

Old Spice: Having been successfully relaunched with its “Man your man could smell like” campaign, which was directed at females, it then moved to a more irreverent and fun tone which was designed to appeal to younger men. At least that’s what I think, but let me know what you think in the comments. I feel they lost their advantage over Axe (Lynx) during that time, so I’m glad to see that they are once again showing a real man’s man, but with a nice twist – even men need skin products. Here’s one of their latest ads, that personally reminds me of that earliest campaign.

 

AROMA

Smell is the only one of the five senses which connects with the right-hand side of the brain – did you know that? This is the area of the brain where creativity, emotion and hunger are processed, and memories of pleasurable experiences are stored there. Because of this, smell is the sense that can trigger an impulse reaction in someone.

As you know, branding is about creating an emotional connection with users and therefore aroma is a powerful ally in doing this. There is little logic involved in impulse purchases! We see it, we want it, we buy it. Aroma is being increasingly used these days to build brand attraction even further.

It is a powerful yet subtle way to gain customer loyalty, especially in such industries as retail, travel, hospitality, healthcare, finance or any business operating in a closed and controlled environments. You find yourself feeling good in certain places without really knowing why.

But aroma is so powerful, that some consumer products have been created or relaunched using it as their USP. Anyone remember the “green apple” scent that was all the rage back in the seventies?

Herbal Essences is a more modern example. It was originally launched as a single shampoo. But in the 1990s it was relaunched using commercials featuring women moaning with pleasure while using the fragrant product. The shampoos offered “a totally organic experience” thanks to their unique and luxurious perfumes.

Interestingly, and just like Nespresso, it too has joined the sustainable, eco-friendly and bio interests of recent years. Here is one of its more recent ads:

Coffee is an obvious choice for marketing on scent as a priority, even if taste is what will probably keep customers loyal. But in the past it was impossible for customers to test new brands before purchasing. The recent introduction therefore of the one-way degassing valves on coffee packaging, both grain and ground, is a welcome addition.

One-way degassing valve on coffee packaging

While scratch and sniff stamps have made a timid return on some personal and home care items, other brands have been launched in the past few years that are positioned almost exclusively on aroma, such as P&G’s Lenor Unstoppables™.

So you see the retail examples of the past are rapidly being joined by numerous consumer goods brands.

 

PACKAGING

Colour and shape are important elements of brand pack recognition. But packaging goes way beyond this today, as the above coffee example shows. A pack can become a brand’s signature, whether through its unique form, touch or sound. Yes, a pack can have a sound too – see the numerous examples below.

When thinking shape, Coke obviously springs to mind first, but Toblerone chocolate, Perrier water and Pringles chips also have distinctive packs. Their success can be witnessed by the copy-cat look-alike packs that have been launched by competitors ever since. In some cases even the pack’s colour is similar, making brand identification on-shelf more of a challenge. Go into any discounter outlet of Lidl and Aldi and you will be frequently confused by the brand they are actually offering.

Unique packaging forms have also become important in a number of industries as a way of combating market saturation or stagnation. These include cigarettes, candies, condiments and perfumes. In the later, product shape plays a vital role since the bottles are transparent and the majority are colourless too. Luxury can therefore only be suggested through the caps’ materials and by its form as well as that of its bottles.

Shape can also be used as a differentiator in providing additional benefits to the user. Think about the Heinz Ketchup squeeze bottle or the pump dispensers offered on products from cosmetics to liquid hand wash.

Companies are paying more attention to the sound their products’ packaging makes too. There is the well-known clunk of a luxury car door (not sure if we would call it a pack!), but also of the lid closing on a Pantene shampoo bottle. The click of a pen cap or mascara wand when closed are studied and evaluated so that they give just the right sound for associations with luxury or safety.

Branding is becoming ever more challenging with the explosion of line extensions, as well as all the new product offers that continue to be launched every year. But customers are demanding novelty, even as they also become ever more confused by the vast range of choice in some categories Therefore to stand out from the competition, a brand needs more elements to highlight its image and personality.

As I have shared in this article, a brand’s face, voice, sound, tone, aroma and pack all increase its differentiation and enhance brand recognition.

In addition, research shows that stimulating more of a user’s senses significantly increases loyalty. What does that mean for your business? Well it could mean an estimated 25-30% of your brand’s revenue just from better stimulating your customers’ senses! So what are you waiting for?  

For more ideas about improving your Brand Building, check out our other content. And if you need more support then contact me here: https://c3centricity.com/contact

10 Ways to Immediately Improve Your Customer Centricity

We all know that adopting a customer-first strategy is essential for business growth and profitability. However, customer centricity has become even more important today, as a result of all the changes in our customers’ behaviour following the global covid lockdown. We are now even more impatient and demanding of businesses, and quick to complain publicly when things go wrong, or rather when we are not totally satisfied.

All companies need to put their customers clearly at the heart of their organisation. But I know that many struggle, even in more normal times, to be customer-centric. They just don’t know where to start. Am I right? If you’re in this situation yourself, then this article is for you. In it I share ten simple actions to accelerate your organisation along its path to an improved customer-first strategy.

 

#1 Review & Revise the Description of your Target Audience

Do all your brands have a clear description of their target audience? These days we tend to speak about personas or avatars.

Complete this 4W persona template for customer centricityIs it as complete as it should be? If not, then regular readers will know about and probably use the C3Centricity 4W™ template for storing all this information. You can download it and get the accompanying workbook for free here.

In your avatar, you must include not only your customers’ demographics and consumption / purchasing habits, but also information about where they do these things, what values they have that you can tap into and what emotions motivate them to purchase and use your brand.

 

#2 Assess the Optimum Way of Connecting with Your Customers

Do you know the best way to contact your target customers, as well as their preferred place and time to connect?

Review how you communicate with your customers and what information exchange there is at that time. Is it one-way or two? Are you in a monologue or a dialogue?

Obviously the second is what it should be. You can learn far more about your customers by listening, especially when they are ready to share their information with you.

For an original take on engaging your customers see “You’re missing out on a Free Communication Channel!” (Any guesses what it is?)

Review how you communicate with your customer and make sure its a dialogue not a monologue. #Brand #Communications #Marketing Click To Tweet

 

#3 Identify the Needs Your Brand is Addressing

Maslow's hierarchy of needsDo you know what needs your customer has and which of them you are tapping into?

They certainly have more than one need, but you must identify and address only one at a time.

If you attempt to address more than one and especially if they are not sequential, your customer may be confused.

Mixed brand messages on what the brand can do for them, will leave your customers perplexed. This will, in turn, reduce the likelihood that they will be convinced your offer can meet their needs and objectives.

Knowing where your brand sits on Maslow’s hierarchy of needs has one additional benefit. It can increase the success of regional and global launches by identifying cultures with similar levels of a specific need.

For more on this, please see “How to Take Local Brands to Global Success: The 5 Rules to Fortune.”

Knowing where your brand sits on Maslow’s hierarchy of needs has an additional benefit. It can increase the chance of success of regional & global launches. #Brand #Values #BrandEquity Click To Tweet

#4 Make your Customer Everyone’s Responsibility

Is customer care only on the objectives of one or two departments in your organisation? Perhaps it’s only for the care centre employees or merchandisers to do.

It should, in fact, be on everyone’s annual objectives, to watch, listen and engage with your customers regularly. This will help them to understand how their work fits into the company’s objective to satisfy and delight the customer. It will also increase a more customer-centric approach to work in general.

Every employee has a role to play in customer centricity and connecting with the customers on a frequent basis and sharing experiences with colleagues will ensure that everyone understands this.

Every employee has a role to play in customer centricity and connecting with customers on a frequent basis. #Brand #Marketing #CustomerCentricity #CustomerFirst Click To Tweet

 

#5 Plan for the Unthinkable

Do you know where your business is going? Do you know what might happen in the future and what you would do in different situations? How would you react to new laws, new customer demands, or their new sensitivities such as ecology, sustainability, sourcing or ingredients?

It is better to plan for such events before they happen, so that you can quickly react to challenges as well as possible opportunities.

I am in favour of developing plausible future scenarios, rather than merely following trends. Why? Because everyone follows trends, so they provide no competitive advantage. However, by developing scenarios, they will be unique to your organisation and provide a clear path to answer all possible future opportunities and threats.

For more on scenario planning read “5 Business Success Factors (So You’re Ready for Anything!).”

Developing plausible future scenarios, rather than merely following trends provide a competitive advantage that trends don't provide alone. #Scenarios #Trends #Brand #Marketing Click To Tweet

 

#6 Review Your Business Plans for Customer Centricity

Are your customers clearly identified and described in your plans? What about the customers of your major competitors?

Review your plans by considering how your customers will react to each of your scheduled actions. Not just the outcomes you are hoping for, but a true detailed analysis, based upon your understanding of them and their desires.

Have you planned any actions to surprise and delight them, or are you only relying on the “same old” activities, repeated from year to year?

People get bored quickly so they could become immune to repetitive offers. Some brands can also “train” their customers to expect their promotions because they have become too predictable. Their customers then wait for the promotions before purchasing, often in quantity. They may also eventually become less interested in the offers as they become perceived as of a decreasing value. Plan at least one unexpected WOW action each year to shake up your customers and make them take notice in a fresh, new way.

Are you relying on the “same old” promotions, year to year? If so you are training your customers to expect and only buy when you are on offer. Surprise & delight are the solutions. #Brand #Marketing Click To Tweet

 

#7 Expand Your Innovation Thinking

Are you caged in an innovation box, relying on your internal technical and expert skills? If you know your customers well, you can offer them more successful innovations, perhaps through additional sensorial experiences.

Consider adding sound to taste, colour to services, touch to packaging, aromas to retail displays. Give your customers more reasons to stay with you and they will become more loyal.

For some true inspiration on new ways to approach innovation read “The Best Ways To Improve Innovation With Better Ideation & Insights.

 

#8 Stop Testing Your Communications to Death

Customer centricity means observing your customersI can feel your shock as you read this, but why not review your process for the development of your communications?

If you spent more time and resources reviewing how to connect with your customers, and then reviewed early-stage work up-stream with them, you would be more likely to develop winners.

It would also reduce or totally replace your usual test protocol of testing just before airing. In this case it is usually too late to change anything and you will be forced to air a less than optimal advertisement, while you work on a revised edition.

 

#9 Define Your Image

Your brand has an image but it might not be what you think it is. Make sure you are measuring it regularly and not only on the attributes that you ideally want to perform well on. You need to include attributes important to your competitors, as well as to the category in general.

I so often see biassed attribute lists which, while providing exaggerated, over-positive images, lull companies into a false sense of security. When you are not measuring what is important for your competitors, you will always come out on top.

Another advantage of using a wider range of attributes is that the coverage of the total category will be more complete and you may even find a new or adapted positioning that no-one else is currently occupying.

If you’d like to read more about brand image measurement, be sure to check out “What you need to know about Brand Image, Personality & Archetypes.

 

#10 Update Your KPI’s

You know that what gets measured gets managed. Well, are you measuring what needs managing or only the metrics you can easily gather?

If you know your customers well, who they are, what they do, what they think of you and your competitors, and then compare these to where you want to take your brand, the metrics you need to be measuring become evident.

Too many organisations rely on financial KPIs alone. Make sure you are not one of them, by adding metrics to cover customer awareness, satisfaction and perception as a minimum.

Too many organisations rely on financial KPIs alone. Make sure you are not one of them, by adding metrics to cover customer awareness, satisfaction & perception. #Brand #Marketing #KPI Click To Tweet

 

I hope this list has helped you to identify a few areas that need revision in your organisation. Actioning even just one of them will improve your customer centricity and your profitability too (according to research).

Of course completing them all will ensure that your customer is really at the center of your business, as well as in the hearts of your employees.

If you would like to know just how customer centric you are, complete the C3C Evaluator™ assessment. The mini-version is free! The Evaluator™  will help you to identify where you are today as well as how to prioritise any needed changes in your organisation. 

For further inspiration on making your organisation more customer centric, check out our new course on Udemy. It’s called “A Customer-First Strategy for Accelerating Brand Growth.”

Your Brand has an Image, but Does it Have a Great Personality too?

Your brand is not what you think it is! It’s what your customers think it is; its brand image, personality and its value to them.

I was lecturing at Miami University a few years ago on brand image and personality. These are two vital elements of branding. They need to be clear and consistently represented in all your communications.

If you’re having issues with your own brand in either of these areas, then you’ll find the following article both interesting and valuable.

 

Why We Buy Brands

According to Wikipedia, a brand is:

“a set of marketing and communications methods that help to distinguish a company from competition and create a lasting impression in the minds of customers.” 

Although this definition in my opinion, is a little sterile for something as exciting as branding, I do appreciate that it mentions customers. However, for me, a brand is created in both the minds and hearts of its customers.

There has been so much said about the importance of emotions and resonating with the customer, that we shouldn’t forget it. But be honest we often do! And this is where image and personality play vital roles. They are both more or less created in the heart, rather than in the mind of the customer.

We usually buy brands without even knowing why we buy them. We can, of course, provide a clear, reasoned answer if asked, but explanations come from the mind. The heart is what makes us buy.

We often buy brands without even knowing why we buy them. We can, of course, provide a clear, reasoned answer if asked, but explanations come from the mind. The heart is what makes us buy. #brand #Marketing #BrandImage #BrandEquity Click To Tweet

 

Branding Elements

A brand is made up of a number of components, with which people learn to identify and recognise it. These include its logo, colour, pack, shape, taste, aroma, sounds and feel. There may also be other things that are directly associated with the brand, such as a celebrity, an event or a cause it supports.

A brand needs to have a clear image, personality and equity in the minds of its customers. These come not only from these branding elements, but also from the customer’s own personal experience with it.

All these factors must be both respected and complementary in order to build a strong brand with which customers can identify themselves. If they’re not, then the brand is at risk of not developing correctly, or even worse, of becoming just a commodity.

Therefore, It is vital for marketers to know and understand what their brand means to its customers. Not just what it means for their organisation. And then, of course, to follow it over time through regular measurement.

It is vital for marketers to know and understand what their brand means to its customers. Not just what it means for their organisation. #BrandBuilding #Brand #Marketing #BrandImage #BrandEquity Click To Tweet

 

Brand Image Essentials

A brand is associated with many thoughts and ideas, that we translate into statements or attributes for measurement purposes. These are what current and potential customers think or feel about it. They may have developed from exposure to its communications, as well as from their own personal experiences.

These elements are usually grouped into three types: the rational/functional benefits, the subjective/emotional elements and the cultural/relational factors.

The third group was added by David Armano of Edelman Digital almost fifteen years ago. I like his additional idea because the relationships a brand builds with its customers have become vitally important in today’s social-media-dominated world. I have noticed that he recently started referring to these as societal rather than relational, in line with the more usual vocabulary.

  • Rational / Functional: benefits include things on which most people would agree and recognise. For example being crunchy, colourful, available everywhere or delivered in a glass bottle. There would be very little discussion or disagreement on these.
  • Emotional / Subjective: elements that can vary between customers based upon their own, personal experience and appreciation of the brand. These might include good value for money, better quality, or gives the best service.
  • Cultural / Relational (Societal): factors which are associated with a brand’s trust and responsibility. Customers today are increasingly interested in how a brand or corporation addresses its use of resources and whether or not they are sustainable and ecological. Brands also depend on recommendations from others, so word of mouth and opinions, especially online, have become vital additional sourcesof reputation. The attributes measured to cover these sensitivities could include trustworthy, a brand I’d recommend or cares about its customers.

 

The Power of a Three-legged Brand

David Armano showed that incorporating all three elements into a brand’s image results in a stronger brand. It is much more likely to have a better performance than those brands which don’t include the societal elements.

He reported that it is in recommendations and sharing brand content that the most positive impact can be found today.

Customers are also more likely to share their personal information with the brand and to buy it more often. Both of these actions demonstrate an increase in trust, a precursor to both loyalty and advocacy.

One further impact of trust is that it results in customers defending the brand. This is a wonderful support to have in a world where everything is known at the click of a button. A brand that has the trust of its customers will be more often forgiven for any occasional mishap.

You can read more about Edelman’s Brandshare Study in the slideshow “How brands and people create a value exchange.”

It is in brand recommendations and sharing brand content that the most positive impact can be found today. #Brand #BrandBuilding #Marketing #BrandImage #BrandEquity Click To Tweet

Measuring Brand Image

I am often surprised by the lack of understanding about how to measure brand images when I work on branding issues with clients. Even large companies don’t do a good job of it in general. And some have never even measured it, preferring financial to customer metrics to manage their businesses!

Even large companies don't do a good job of measuring brand image. And some have never even measured it, preferring financial to customer metrics to manage their businesses! Click To Tweet

Other organisations measure too frequently, in the hope that their latest advertising campaign has had the desired impact. This is rarely the case, as images take time to change.

Another problem I find with many clients when I first start working with them is that the choice of attributes is often sub-optimal, to be polite. The factors included should be selected to cover all the main elements of your desired image as well as that of the competition.

I have often seen clients happy that they are scoring better than their competitors. However, when I examine their metrics, I find that they are missing those attributes that would better represent their competitors’ brands. No wonder their own brand is doing better!

A further mistake I encounter is trying to measure advertising slogans. While it is important to understand whether your message is heard and understood, this should not be done in a brand image survey. Advertising slogans should be evaluated through a communications test.

Advertising slogans should be evaluated through a communications test not in a brand image survey. #Brand #BrandBuilding #Marketing #BrandImage #Advertising Click To Tweet

 

Brand Personality & Values

theory of basic human values
Source: Wikipedia, click to enlarge

Brands have personalities, just like people. It was Schwartz who first identified the ten human values which make up our personalities. They are important to understand especially for regional and global brands because they cut across cultures.

Our values also determine our behaviour. Plato identified the typical patterns of human behaviour, which he called archetypes. The Swiss psychologist Jung then used this concept in his theory of the human psyche. But it wasn’t until Margaret Mark that they were first correlated with brands in her excellent book “The Hero and the Outlaw.”

Brand Archetypes
Source: Visual.ly

The twelve archetypes are illustrated above, together with some sample adjectives to describe them. It is important to understand how customers perceive your brand. Do you know? 

The image on the right shows examples of brands with each of the twelve personalities. Where would you place your own brand?

The personality of your brand should resonate with your customers, either because they are similar, or because they provide the dream lifestyle your customers desire.

Either way, it is essential to understand what role your brand is playing. 

It is essential to understand the personality of your brand and what role it is playing. #brand #marketing #BrandImage #BrandEquity #Personality Click To Tweet

 

Brand Archetypes

Brands can represent any of the twelve archetypes, which are usually divided into four subgroups, as follows:

  1. Stability, control: Caregiver, Ruler, Creator
  2. Risk, achievement: Hero, Rebel, Magician
  3. Belonging: Lover, Jester, Everyman
  4. Learning, freedom: Innocent, Sage, Explorer

As the diagram above shows, there is no ideal archetype and brands can successfully grow by representing any of them. What is vital is that the archetype is portrayed consistently across all communications and visualisations.


Need Help with Your Brand Image Measurement?


Examples of Strong Brand Images & Personalities

During my lecture at the University of Miami, I shared many examples of brand images and personalities. These included showing how some brands have successfully managed to change theirs.

Two of the brands we discussed were Axe and Old Spice because they have both gone through some interesting evolutions over the years. Most recently it even appears that they are overtly challenging each other through their advertising. 

Take a look at the ads below and see if you can identify the archetypes before continuing to read the post. 

AXE: This Unilever brand has been portrayed as the Lover, the Hero and most recently as the Everyman. Here are a couple of their ads to show the transition from Hero (Fireman) to Everyman (Find your magic).

In particular, note the shower sequence at the end of the second Axe commercial (a slight – or is it a sly – dig at  Old Spice?) and the heroic fire demonstration in the Old Spice ad!

 

 

 

OLD SPICE: This P&G brand has been portrayed as the Explorer, Everyman (The Man Your Man Could Smell Like) and most recently as the Rebel (Rocket Car) – or is it, Hero? Let me know what you think in the comments below.

As I did for Axe, I’ve selected an older and a more modern example of its campaigns, so you can compare the change of approach.

 

 

I am looking forward to seeing how these two ad campaigns continue to develop. It is clear that Unilever and P&G are closely following and perhaps even being inspired by each other. Those are two of the actions of great marketers.

 

Finally, I couldn’t leave the topic of personalities without mentioning Apple. Often seen as the Creator archetype, Apple went as far as to visualise their persona and personality in their “Get a Mac” campaign. (see an example from AdAge below)

The ads featured two men, called Mac and PC, comparing their functionalities. The campaign ran from 2006 to 2009 and was a hilarious success, positively impacting the Mac’s image. In the ads, they describe themselves as:

Mac: Cool, trendy, young, friendly, casual, reliable, fast and looking for fun.

PC: Boring, formal, cold, old, unreliable, slow, not inspiring.

Which two archetypes do they suggest? Answers in the comments below, please.

 

Brand Equity

A brand’s equity is the value of the brand in the eyes of its customers.  It is the power it has derived from the goodwill and recognition that it has earned over time.

A strong brand equity comes from the development of a robust image and personality. Both of these need to be reinforced by every advertisement, communication and promotion that the brand develops. Consistency is vital to growing a strong equity.

Consistency is vital to growing a strong brand equity. How consistent are you in your brand building efforts? #Brand #BrandImage #BrandEquity #BrandBuilding #Marketing Click To Tweet.

Steadiness is vital to growing strong equity. The results of being consistent will be both higher sales and profits, due to being valued more than its competitors.

Global Brand Equity Rankings

The importance of a brand’s equity is clearly indicated by the many different sources of regional and global brand equity rankings published each year.

The two most well known, Interbrand and Millward Brown’s BrandZ, have slightly different algorithms and therefore results, but both include financial as well as consumer metrics.

 

Interbrand

Interbrand’s model has three key components:

  • analysis of its financial performance
  • analysis of the role the brand plays in purchase decisions
  • analysis of the brand’s competitive strength.

Together with extensive desk research and an expert panel assessment, Interbrand also includes data from Reuters, Datamonitor and media platform Twitter.

 

Millward Brown’s BrandZ

BrandZ, on the other hand, uses a mixture of financial information and customer surveys. Their proprietary research covers 3mio consumers and 100,000 brands in more than 50 markets. They too measure three things:

  • How “meaningful” the brand is, its appeal & ability to generate “love” and meet the consumer’s expectations and needs.
  • How “different” it is, what unique features it may have and its ability to “set the trends” for consumers.
  • How “salient” the brand is, whether it springs to mind as the consumer’s brand of choice.

BrandZ’s 2016 results showed Google overtaking Apple as the most valuable brand in the world. However, in 2019 Amazon has leapfrogged the competition to be crowned the BrandZ Top 100 Most Valuable Global Brand for 2019, breaking Apple and Google’s 12-year hold on the top spot.

So there you have it. All the major points a marketer should know about brand image, equity, personalities and archetypes.

A marketer’s role is primarily to defend and grow its brand’s image and equity through a strong personality and consistent communications. If you are not succeeding in all these areas then you are almost certainly being challenged by weakening sales.

It is an interesting and often overlooked fact that brand image usually declines before sales do, so it is an invaluable indicator of your brand’s health. If you would like to learn more about measuring and analysing brand image, there are several chapters dedicated to the topic in my book “Winning Customer Centricity”

Don’t forget to add your answers to the couple of questions I asked in the article, in the comments below. Let me know what you think about defending your brand’s image and growing equity. And I’d love to hear about your own brand’s pesonality and archetype, and whether or not you had trouble in defining it.

Five Brilliant Ideas to Boost your Insight Development

Insights are the pot of gold that many businesses dream of but rarely find. Why is that? Are you one of them? If so then I have some practical ideas on how you can get much, much better at insight development.

 

#1. Insights rarely come from a single market research study

Management often thinks that insight is “just another word for market research”. I remember one of my previous CEOs saying exactly that to me just before he addressed the whole market research and insight global team at our annual conference. I’m sure you can imagine what a panic I was in as he walked up to the mike!
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Insights are demanding to develop and are rarely, if ever, developed from a single piece of market research. Each market research project is designed to gather information in order to answer one or more questions. Whilst it may enable a business to make a more informed decision based upon the objectives, insight development is quite a different process.

Insight development involves integrating, analysing and synthesising all the data and information you have about a category or segment user. Then summarising it into knowledge and turning that knowledge into understanding. Only then are you ready to develop an insight.

All brands should have (at least) one insight on which its image, personality and Big Idea (for communications) are built. What is yours? #Brand #Marketing #Communications #BrandBuilding Click To Tweet

All brands should have (at least) one insight on which its image, personality and Big Idea (for communications) are built. For example

  • AXE (Lynx in UK): (young) men want to attract as many beautiful and sexy women as possible. This is one of their newer ads, where the seduction is a little less in your face and more subtle – but still there.

 

  • Haribo Starmix: There’s a child inside every adult. This “Kid’s Voices” campaign has been running for years and manages to surprise and delight with each new episode. Which is your favourite? Please add a comment below.

 

  • Dulux sample paint pots: I love to decorate my home, but I don’t want to look stupid by choosing the wrong colour. Although these are now a standard offer for many paint brands, Dulux were the first to understand the problem facing potential home decorators.

 

Dulux sample pot example of insight development

 

Insight development will provide the basis on which you will define the actions that are needed to change the attitudes and / or behaviour of your target audience. It also provides a solid framework on which to build your Big Idea for your communications’ strategy.

 

#2. Insight development is based upon a desired attitude and/or behavioural change

When your sales, marketing or management look to improve their business results, their real objective is to change the attitude and/or behaviour of your current or potential customers. For example:

  • From buying a competitive brand to purchasing yours.
  • From using your services once a month, to once a week.
  • Moving customers’ beliefs about your brand from a traditional or classic brand, to a more modern image.
  • Changing customers’ perceptions about the price of your brand from expensive to good value for money.

Because insights are based on a desired change in your customers, they usually contain an emotional element that is communicated through advertising and promotions. The emotions that are shown in your communications are more likely to attract customers by resonating with their own emotions. This results in them feeling that the brand understands them, a powerful emotion in itself. They are then more likely to remember your brand and be more motivated to take the desired action you have identified.

If you are looking to increase sales or improve your brand’s image or equity, look to connect emotionally with your (potential) customers. Identifying the change you need your customers to make is a foundational step of insight development.

Identifying the change you need your customers to make is a foundational step of insight development. #Brand #Marketing #BrandBuilding #Insight Click To Tweet

#3. Insight development needs more than Insight professionals

Although this may sound strange at first, insights really do benefit from working with people that have differing perspectives. This is by far the easiest way to get to that “ah-ha” moment, that many refer to. A deep understanding of customers and their reasons for behaving in a certain way, comes from looking at all aspects of their lives.

If you only review the actual moment when they choose or use a product or service, it is highly unlikely that you will develop the deep understanding you need. What happens before and afterwards also leads to their choice of their next purchase.

What happens before and afterwards your customer's choice or purchase, is as important to understand as are their reasons for purchasing. #Customer #Purchase #Buying Click To Tweet

This is why it is important to work as a team when developing insights. Depending upon the issue or opportunity identified, the team can be made up of people from marketing, sales, trade marketing, production, packaging, advertising, innovation, and/or distribution. And these people don’t even need to work on the category in question; sometimes it is by taking ideas from different categories that real insights are developed.

#4. Insights are usually based on a human truth

The insights that resonate best with people are those that are not only emotional, but are also based upon a human truth. As you can imagine, these two elements are closely connected.

A human truth is a statement that refers to human beings, irrespective of race, colour or creed. It is a powerful and compelling fact of attitudes and behaviour that is rooted in fundamental human values. It is something that is obvious when quoted, but is often ignored or forgotten in daily business.

Human truths are linked to human needs and although it’s validity has been questioned in the past, it is seeing a revival today. The covid-19 virus has moved all human being back to a search for the basic levels of safety and health.

Maslows hierarchy of needs is useful for insight development

Examples of human truths used by some brands include:

  • Parents want to protect their children.
  • Men and women want to find love.
  • People want to be better than others.

If you are struggling to find an insight, it can help to review which level of needs your target audience is on and see how your brand can respond to help answer it.

If you are struggling to find an insight, it can help to review which level of needs your target audience is on. #Brand #Marketing #BrandBuilding #Insight #CustomerNeeds Click To Tweet

 

#5. Insights aren’t always category specific

Following on from the above points, it is particularly interesting that once found, an insight can be adapted and used by different brands. There are many examples of this, particularly amongst major FMCG / CPG companies.

So take a look at your competitors’ communications and see if you can identify the insight on which they are built. Do the same for other categories targeting a similar audience. Sometimes you can use the same insight for your brand as they are using. But I would only recommend this if you are really struggling to develop your own insight.

One very successful example of this is the advertising for Omo/Persil from Unilever and Nestle’s Nido. They are both based on the insight “I want my child to experience everything in life, even if it means getting dirty.” Take a look at the two ads below and see what I mean.

  • Unilever’s Omo: shows that a good mother lets her child experiment and learn – even if this means getting dirty. If you don’t know their advertising, then check out one example from this long-running campaign.

 

 

 

 

  • Nestlé’s Nido: illustrates this need as a mother providing the nourishment for healthy growth which allows her children to explore the outside world safely. If you would like to see a typical advertisement, check it out on YouTube here. Interestingly, Nestlé has used this same insight to develop advertising for its bottled water in Asia and pet food in the Americas too.

 

 

Another example of a shared insight is again from Unilever’s Dove and the local Swiss supermarket Migros. The insight is “Young women want to be appreciated for who they are and not just their external looks.”

  • Unilever’s Dove was the first brand to recognise and benefit from this insight. Their famous Real Beauty campaign resonates so well with young women that many other brands copied it, especially their Evolution film. Here is one of their latest ads from 2021 that follows the same idea but now tackles the problem of heavily edited selfies. Dove continues to defend the need for real beauty standards, and I heard recently that they are even offering to pay other brands to diversify their ads! Here are the two ads.

 

  • The Swiss Supermarket chain Migros has a store brand named “I am” which uses this same insight across all their health and beauty products. Somewhat unusually, the brand name itself is based upon the same insight, and its advertising repeats it several times: “I am – what I am”.

 

So there you have them, the five ideas and numerous examples that will help you to develop better insights more easily.

Although you probably already have your own process for creating them, I know from experience how hard it can be to find insights from all the information you gather.

I hope this short article has assisted you in your search for those “golden nuggets”. Do share your own ideas for making insight development easier, I would love to hear from you.

 


Do you need to develop or update your own Insight Development process? Then I’ve got some great news for you! C3Centricity has just launched a two-hour course on “The New 7-Step Process for Developing Actionable Insights”. And to celebrate we are offering a 50% discount on the course during August 2021. Just follow this link.

C3Centricity also offers several 1-Day Catalyst training sessions on the topic. We will work with your team to review and revitalise your own insight process, or will define a proprietary one that integrates into your other internal processes. To find out more, just follow this link.

Top 10 Posts on Brand Building Strategies of 2018

A New Year tradition we started here at C3Centricity back in 2011, is to share our most popular brand building strategies and posts of the year. This gives everyone a chance to catch up on our best posts that they may have missed.

This year has been a particularly successful year for C3Centricity, with many of our newest post getting the top scores globally. This is quite tough for a blog that has been running for almost eight years and highlights the quality of the content we share with you! So have a look at our list and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

market research departments should deliver insights1. Is it Time to Do Away with Market Research Departments? 

This post shares the highlights of recent research into how market research departments can become true business partners, rather than being viewed as a mere cost center. It also shares ten steps to reinventing and upgrading your market research department. If you believe that you could be getting better support on your customer understanding and insight development, then these ten ideas will take you a long way to doing this in 2019.

 

 

CMO & Head of marketing keep your job2. Head of Marketing, How Can You Keep Your Job When Most CMOs Are Losing Theirs? 

Many CMOs are frustrated by their lack of recognition by their fellow c-suite colleagues. If this is your case, or you are new to the position and want to make an impact quickly, then this is a must-read post. It shares the most collon opportunities and challenges you may face and suggests five areas to (re)visit which will provide a new and fresh perspective on their business.

 

 

Top 2018 Infographics3. Top 10 Marketing Infographics to Smash 2018 (Inspiration for the Visual World)

These are the most shared marketing infographics of 2017. As usual, for each one we have added an action for you to take based upon the topic covered.

What was new for last year is that many marketing infographics that were shared were actually about content marketing. It’s as if “true/traditional” marketing doesn’t exist any more! That in itself says a lot about the focus of marketers these days! Are they right to do so? I don’t think so, but let me know your opinion.

 

 

Customer first strategy4. What a Customer First Strategy Is (And what it’s not!)

In its simplest form a customer first strategy is about thinking customer first in everything you do. Yes I know it sounds easy but it really isn’t. It doesn’t come naturally, at least to start with. And it involves a culture change to move the organisation in this direction. But I can assure you it’s worth it; its value is now well proven.

This post lays out the importance of being data driven, innovative, collaborative and agile to succeed a customer first strategy. It also shares the seven reasons most companies fail.

 

Customer journey map5. Do You Know Your Customer Journey Map & the Emotions Overlay?

This post shares the three lessons learnt from a personal (bad) experience with a hotel chain and its “guaranteed lowest price” promise. These are: 1. The customer journey needs to integrate all possible contact points. If it doesn’t you could alienate your customers before they make a purchase. 2. If you mess up admit it and correct the situation. People understand that mistakes get made. While they may forgive you if you quickly put it right, they will never trust you again if you pretend nothing is wrong. 3. Follow up to make sure the customer is happy. In the heat of the moment a customer may feel satisfied that something was done. However in the cold light of the next day, week or month they might feel that what you did was not enough.

 

Data helps you resonate with customers6. You’ve Got Data? Well Don’t Start There!

In working with clients around the world and in numerous industries, I have found that many are lost by the wealth of information that is available to them. In fact it seems to drown out their reasoning of what to do and they remain frozen in indecision.

If this is your situation, just follow the detailed steps of this post and you will soon be doubling, quadrupling, if not 10x the ROI of your data!

 

brand image and equity7. Brand Image, Equity, Personality & Archetypes: What Every Marketer Needs to Know

Your brand is not what you think it is! It is what your customers think it is; its brand image, personality and its value to them.

If you’re having issues with your own brand in either of these areas, then you’ll find this article both interesting and valuable. It covers why we buy brands, the different elements of a brand, the three types of attributes you should be measuring for your brand. It then goes on to review brand personality and the main archetypes with some great examples.

 

insight development8. Five Ideas to Improve your Insight Development

This article has been amongst the top twenty posts every year ever since it was first published back in 2013, a staggering five years ago! If you haven’t read it yet, then you really have been missing out on some surprising facts about insight development. Perhaps one of them is the reason that you are still struggling to develop valid and actionable insights? Check it out and see what you have missed all these years.

 

Provide better service and customers will love you9. The Revolutionary Marketing Challenge is Not Customer Satisfaction

We all know how extremely demanding consumers have become. Constant innovation and novelty has made us all more impatient and critical. We want things better, faster and sometimes cheaper as well. And customer satisfaction is becoming insufficient to drive growth alone. Marketing must deliver more!

This article shares three examples that provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level, by offering more than mere customer satisfaction.

 

Golden nugget of segmentation10. Essentials of Segmentation and some Simple Alternatives

All brands and services need to choose a group of customers that they are going to satisfy, since it is impossible to satisfy everyone most of the time. This means that you need to make a choice and agree to ignore some of the category users you could appeal to, in order to totally satisfy your target customer.

Although this may sound counter-intuitive, segmentation is the only way to ensure you have the best possible chance to satisfy the needs of your targeted customers.

 

When I look back at these top ten posts I am proud that most of them are from 2018. After almost eight years, it seems that what I am writing today is more in line with marketers’ needs than previous posts which have been around for much longer.

There are a few exceptions to this, my evergreen content on topics that will always appeal to marketers young and old. This year, as in the past, they are on the topics of Brand image, equity and personality, Insight development and Principles of segmentation. I think this makes a lot of sense as they are fundamental skills that every marketer needs, even in this digital age. 

Now my question to you dear reader, is what topics you want me to cover in 2019? If you have reached the end of this post then you must be a keen supporter, so I will offer a free e-book to everyone who completes our short survey in January 2019. Just click on the button and you will be taken directly to the survey. Once completed you will receive an email with a link to download the ebook “Secrets to Brand Building” for free – it’s normally US$ 4.95!

Thanks for your help

How Well Do you Know Your Customers? 13 Questions your Boss Expects you to Answer

Be a true leader; share this post with the members of your team who need the inspiration and support.


Your boss expects you to be able to answer all his questions and especially to know your customers. Here are the 13 things your boss is likely to ask you and a handy Checklist to prove to him that you know your customers better than he realises.

Everyone speaks about customer centricity and the importance of the customer, but just how well do you know yours – really? The following is a checklist of 13 facts you need to be able to answer in order to know your customers as well as you should.

As you read the post, keep tabs on your answers and share your final score below. I’m offering a personal 50% discount code to spend in store for everyone who publishes their score here in July 2018. And if you’re the boss, I’d love to hear how well you think your team would do – 100% of course, no?!

 

 

#1. Who is your customer?

C3Centricity how well do you know your customerOK I’m starting off slowly, but do you know who your customers are? Not who uses your category, but who the people are that actually buy your product or service today? How much do you really know about them?

Their age, gender and location are the basics, but there’s a lot more you need to know about them. Check out12 things you need to know about your target customers for more on what you need to know to be able to describe them in the depth your boss expects.

The C3Centricity 4W™ Template is a great resource for storing all the information you have on your customer. Download a free copy and watch the related videos HERE.

 

 

#2. What business are you in?

Although this refers more to the category than the customer, it is important to ensure you are looking at it through the eyes of your customers. Many organisations are working with industry definitions rather than customer ones. What about you? If you want to know your customers, you need to understand what category they think they are buying.

This is one of the essential elements you need to understand in order to know your customers deeply. It is something that many organisations don’t take the time to clearly identify, which results in an incorrect appreciation of their market and competitors. By not correctly identifying the category you are in, or plan to enter, your innovations will also lack the success you are hoping for.

Many organisations are working with industry definitions for their category rather than customer ones. They are losing sales! And you? #CEX #Customer #Category Click To Tweet

For instance, are you in the food business or the pleasure business, beverages or relaxation? One of my clients wanted to launch a fruit flavoured soft drink and thought they were competing with other soft drinks. When we worked together we discovered that they were actually competing in the energy drink business!

How many of your brands are not competing where you thought they were? See How to Innovate better than Apple for more on this topic.

 

#3.Who are your major competitors?

KNow your customer checklist on competitionAgain another slow starter to show you know your customers. Here you want to make sure that you have correctly identified what market you are actually competing in and who are your competitors. It just might not be the one you think!

Also, do you know as much about your competitors’ customers as you do about your own? Complete a SWOT to know exactly where you stand with them – although it’s probably best to wait until you have read the next eleven points before actually doing this.

Once you know who your competitors are, use the 4W™ Template again for each of the major ones and add information to it every time you learn something new about them.

 

 

#4. What do they buy?

What and where your customers buy your product should have been covered in point #1. (If it’s wasn’t, make a note to gather that information and add it to your 4W™ template.)

Now you should look at how much your customer spends on your product or service and how much they have available. How does what they spend compare with the amount they spend on your competitors? Is your share of category and wallet growing? If not, why not?

Other information you need to gather to know your customers in this area is how they react to promotions. Do they only buy on promotion? Do they buy in bulk? Do they have size or packaging preferences? All this information will help you to get into the head of your customers and really know them.

Understanding the shopper, who is not always the person who uses or consumes your product, is also essential information you need to have at your fingertips for this section. If they are different people (mothers, housekeepers, single mums) then I would suggest you also develop a 4W™ Template for the shopper too. In this way you can compare and understand the similarities and differences between the buyer and the consumer. I’m sure that having personas for both will also impress the boss and show him/her that you really know your customers!

 

#5. What does your customer need?

I’m not speaking about what he says he needs, but what he really needs and perhaps doesn’t even know yet. What would surprise and delight him? What does he need that he only knows he does when he sees it?

Sometimes customers will compensate without even realising it. By watching and listening to them you will know your customers well enough to be able to offer them even more (satisfaction). Read “Five Rules of Observation and Why it’s Hard to Do Effectively” to become an expert at customer connections.

Apple is one company that seems to be very good at getting at peoples’ unarticulated needs. Be inspired by them to know your customers as deeply as they do.

Apple have people queuing up to buy one of their new products even when they already have a perfectly functioning older model. Do they really need this new version? No. Do they want it? Perhaps! But, what their real emotion is, is a desire, a craving for the latest version, whatever the price! Wouldn’t you like customers to feel the same about what you have to offer?

 

#6. What do they think of your price?

To know your customers you need to understand cost versus value to them.
Source: Dreamstime

Here consider not just the price they pay, but also the cost to them of their actual purchase. Do they buy online with packing and shipping costs extra? Do they have to drive out-of-town or even further to be able to purchase? All of these add to the perceived cost of your brand.

In order to know your customers, you have to calcualte the total cost to them of buying what you have to offer? And how that price compares to the total value they place on it?

Value will automatically include comparison to competitive offers, so ensure you include an evaluation of their brands’ values too.

Review the elements of your offer which your customers value and which they value less. Is there room for renovation to include more of what they like or to remove what does not bring value – and usually involves cost for you. Spend your manufacturing and development budget on things your customers value most.

Spend your manufacturing and development budget on things your customers value most. #CEX #Renovation #CustomerValue Click To Tweet

 

 

#7. What do they think of your packaging?

Packaging today goes far beyond protecting the product inside and making its on-shelf presence more impactful.

It is a further medium for communications and also for showcasing your value and USP (unique selling point). However, many organisations have still not realised this. You can therefore get ahead of the competition when you know your customers deeply and their packaging preferences. Read “Is your packaging product or promotion?” for more on this topic.

Packaging is also an important part of your manufacturing costs so its value to the customer should be critically assessed. Even if you reduce your carton strength or pack content because you can, it certainly doesn’t mean you always should. Perhaps your customers don’t immediately notice the changes, but one day they will wake up and re-evaluate the value they are getting. Your packaging which is now made of flimsy carton, will appear to them as being of lower quality and this perception mat get transferred to its contents. Upon evaluation of your total offer, they then might decide to switch away!

Just because you can reduce your carton strength or pack, doesn't mean you should. Your customers may not notice in the short term but they will in the longer term when you have taken things too far. #Pack #marketing Click To Tweet

 

 

#8. What do they think of your product?

Know your customers product preferencesProduct testing is an often overlooked essential of concept development. Even if a product is tested before launch, and supposingly does well (or it wouldn’t have been launched, I hope) competition is constantly changing, as are your customers’ tastes.

Therefore it is important to keep an eye on your performance over time. Annual measurement at the very least and preferably also of your major competitors is the minimum, to keep your finger on the pulse.

Another important aspect of product testing is to keep track of the metrics over time. It is not sufficient to test versus your previous offer or that of your major competitor. Incremental changes may not be immediately noticed, but can become significant over time. And this applies to product just as much as to its packaging mentioned above.

If you don’t have the budget for regular testing – and I would question why you don’t for such a critical element of you mix – there are other things you can do. Follow social media comments from your customers for one. These provide invaluable input not only on your product’s performance and that of your competitors, but online comments can also supply ideas for renovation and innovation.

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#9. What do they think about your advertising?

As with product testing, this is another of the on-going performance metrics, to ensure you know your customers. In addition, the earlier you start testing within the communications development process, the less money you will waste on multiple advertising concepts. I am continually appalled at just how many companies waste large portions of their marketing budget by producing multiple ads, sometimes to practically air-readiness before choosing the final direction.

The earlier you start testing within the communications development process, the less money you will waste on multiple advertising concepts. #ads #brand #marketing Click To Tweet

Of course, your ad agency will never complain about you working in this way, but couldn’t the money be better spent elsewhere? I highly recommend you check out PhaseOne’s unique tool for early stage, confidential global communications evaluation.

Their clients rarely develop more than two ads and often by testing early-stage concepts, they develop only one. Think about how much money you could save by doing this! Contact me if you’d like to hear how businesses globally are benefiting from this approach and saving tens of thousands in ad testing..

 

 

#10. What do they think about your online presence?

It’s not so much what they think here, but more about do they even notice? Unless you know your customers’ habits online, you are unlikely to be where and when they are ready to receive your messages.

Instead of choosing and using just the most popular online websites – like everyone else – your work completing point #1 will indicate which are the most visited by your customers. For some brands an online presence is of minimal importance, whereas for others it actually replaces more traditional forms of advertising. Think of RedBull as just one powerful example of this. Although they now advertise both on and offline, they started building awareness through social media and word of mouth alone.

 

#11. What do they think of your social media personality?

You can’t hide your personality on social media, nor delete what you have shared. The words you choose for a Tweet, the ideas you share on FaceBook, the images you post on Pinterest, all build to a picture in the minds of your customer. What image do you think was created in the minds of people who read the following Tweet exchange from Nestle?

Know your customer to prevent such disasters
Click to see full conversation

 

 

Treat your online discussions in the same way you would any other form of communications and use the same tone and spirit. Just because it’s new media doesn’t mean it is less important or serious.

As the above example shows, mismanagement of customer connections on such platforms cannot be removed – even if as Nestlé did, you take it off your own website – it will always be online for others to find and haunt you with!

 

#12. Why do they buy?

There are many “why” questions I could have added here, but this is fundamentally the most important. If you know why people buy and how you are satisfying their needs, the more likely you are to satisfy them.

In addition, if you frequently monitor their changing needs and desires through trend following, the more likely you are to continue to enjoy increasing customer satisfaction.

But please don’t stop at trend following alone. Develop the trends into plausible future scenarios and you’ll be years ahead of possible changes in customer desires – now that’s a true competitive advantage! Read Turning trends into future scenarios and the 10-step process you need to do it for more on this topic.

 

 

#13. Why do you sell?

I’ve saved the best for last. Why are you in the business you are in? Are you looking to grow a products’ sales, increase distribution for your other products, make a different product more attractive (or a competitors’ less attractive), or are you just milking profits? All of these are valid reasons, but you need to be very clear on why, in order to know how to answer all the other questions.

 

The BCG Growth Share Matrix is a well-known tool you can use to check that you really understand what you are trying to do. This verification will enable you to eliminate the actions that don’t align with your objectives and mission for your brand.

 

Know your customer by using the BCG share-growth matrix
Source: Shazeeye.com

 

So there’s my 13-point “Know your Customer” checklist to enable you to know your customers well enough to answer any question your boss may ask of you.

I suggest you go back to the top and revisit each point and answer them truthfully. By reviewing all 13 I am sure that your thoughts will have changed or at least been modified as a result of this new perspective.

And if you yourself happen to be the boss, why not ask your team how many they can answer? Let my know your score below; be the first to confirm that you can answer all 13!

 

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If you or your team can’t answer all 13 questions, I have a solution. Book a 1-Day Catalyst training session and be amazed at the progress & changes!

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This post is based upon an article first published on C3Centricity in 2013.

 

 

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.

I hope you enjoy reading this blog post.

If you want me to catalyse your growth and profitability, just book a call.

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