Consultants get contacted for all sorts of – admittedly sometimes strange – requests for support from their clients.
However, when I get several people asking for help in the same area, I know something important is happening in the marketplace. This is exactly what happened to me last month. They asked me share my secrets to Business Growth.
Most marketers will soon be leaving on their vacation and are realising just how little time they will have left to meet their annual objectives when they return. Their brands have not performed as well as they had hoped this year and they are looking for a solution – fast!
No less than two of my current clients and four new companies have asked me for support in growing their businesses in just the past month! In particular, they have all said that one or more of their brands is stable – to be polite – and that they want to reverse the trend. Is this your situation too? If so, then I have a useful 7-step process that will bring rapid, if not instant change.
How to Recover a Declining Brand
OK, let’s get straight to the point with the most painful of situations first, that of a declining brand. A few years ago I wrote a popular post about using brand image metrics to understand what is happening with a brand and how to identify the best actions to take.
There are many analyses I use when working with my clients. Let me know if you need help in getting more value from your brand image metrics; I’d love to help.
Changes in your Brand image are just one of the things that you should look at when you are trying to understand why your business is flat, or even worse, declining. It’s one of the best kept secrets to brand growth!
Let’s now look at some of the others.
The Typical MBA Five Steps to Brand Building
Most MBA students are taught a five-step process for brand building, at least in theory anyway. They are:
Describe: This is done through a product’s logo as well as its description on packs and other communications’ material. A successful brand will describe what it is through a consistent look, feel, tone, colours, symbols and messaging. This then builds to its brand equity which forms in the minds of customers both current and potential.
Position: A brand needs to differentiate itself from its competition with some unique value. This can be done through its packaging, colour, aroma, distribution or another element that can set it apart. Using them to position the brand will provide customers with a reason to believe and to buy.
Promote: Promotion can take numerous forms and channels, such as video, social media, TVCs (Television & Cinema), print ads or online advertising. It can include straightforward advertising and promotions, but also customer reviews, retail offers, websites etc. All of these will increase the brand’s awareness, hopefully spontaneous recall, as well as improved perception.
Personalise: Several books have been written about people “loving” brands. While I think this is a bit of a stretch, building strong loyalty and a solid fan base is important. With so much choice available today, personalisation and individualisation have become essential characteristics in many categories. They make people feel closer to the brand through increased resonance and a perception of importance. These are two of the essential ingredients that build fans / followers.
Evaluate: This is in fact both the last and first step to successful brand building. It is important that a company keeps on monitoring and reviewing the performance of its products, services and brands. Hence evaluation & review of a brand is an essential element of brand building.
While these five steps aren’t wrong, I believe that we can all do a whole lot better. As I said above, this is the theory, but I imagine that you are an expert or at least a professional, who already understands just how much effort goes into brand building. There are far more than these five simple steps!
When I realised that there is a lot missing from this standard list, I decided to expand it, but not too much, so it remains manageable. However, my clients get a far more detailed process, as I am sure you can imagine. (Contact me to learn more)
Did you notice that the MBA list is all about the product or service, and that there is nothing mentioned about the customer or consumer? Big mistake!
So here is my process for brand building, a shortened version of the one I use when working with my clients.
It succeeds whether your brand is a product or service, new or established, local or global. Take a look and let me know what you think. Is there something important I have forgotten that you do? Let me know in the comments below and I’ll send you a free copy of my book “Secrets to Brand Building.”
My 7 Secrets to Business Growth
1. Gather as much information as you can about the brand
You already have far more information than you realise! Start by gathering as much information as you can find and bring it all together.
In addition to brand image and equity measurements, you need trend information on shares, distribution, stock levels, customer penetration and profiles. Look for changes in the trends and identify where and when they happened. The why will come later.
This first analysis is the equivalent to an autopsy after death – but hopefully you are reacting long before your brand is on life-support!
2. Identify the category in which you are playing.
This is the category from the customers’ perspective, not the industry definition your business association or retail audit supplier uses. Talk to customers if you can, or watch and listen to discussions on social media.
These exchanges will often mention comparable brands, suggestions for switching etc. All this will provide a better indication of the category than your industry knowledge sources ever will.
3. Understand your customers and talk to them – a lot!
I already mentioned speaking with your customers to understand the category you are in. But I want you to make a habit of speaking to your customers – both current and potential – on a weekly, and ideally daily basis.
For a simple start, set up Google alerts for your brand, category and customer groups, so you are following what is happening on the web. If you haven’t already done this, stop reading and do that NOW! It’s that important.
If you are a regular follower of this blog, then you will know that we promote – and our clients heavily use – C3Centricity’s 4W™ Template to store everything we know about our customers. You can download a free workbook including the template HERE.
Here are a few examples; the first two are interesting in that two brands in different categories have used the exact same insight to come up with their own Big Ideas :
Persil. Insight - "I want my children to experience everything in life, even if they get dirty.” Big Idea - Dirt is Good.
Nido. Insight - "I want my children to experience everything in life, even if they get dirty.” Big Idea - Let them grow, let them go.
Mastercard. Insight - “Life isn’t about what I buy, but about the relationships I have with the people I care about, and the special moments that I can share with them.” Big Idea - Mastercard helps you deliver priceless experiences.
Jillz. Insight - "I want to drink alcohol on a night out, but I don’t like beer, and wine is too variable in quality." Big Idea - A fresh drink from the tap for elegant women.
Philadelphia soft cheese. Insight - "Food is delicious, but I don’t want to get fat (Butter vs Cream Cheese) Big Idea: Indulge your desire with less calories.
Hopefully these examples have inspired you to review the insight and big idea for your own brand. If you think you have a great example why not share it below?
6. Promote the brand where and when your customers are
This is the step that seems to be difficult for so many brands. They think that by advertising on digital media they will get their message across. But there are (at least) two things wrong with this approach.
Firstly, are your target customers actually online and if so, where? Pinterest may be perfect for a fashion or cosmetic brand but not for many other industries. The graph below show the usage by demographics for the US market. Perhaps you should take a look at your own statistics to check that social media and particularly the current channels you are using, are optimal for your brand?
7. Measure your success
Peter Drucker was so right when he said:
“What gets measured gets managed.”
So you clearly have to measure what you have been doing, so you understand what is working and what is not. But what metrics should you choose?
The data you should be following will help you to assess whether or not you are meeting the objectives for your brands. Therefore start by looking at what you were planning to improve and then choose the appropriate metrics to follow the changes you made.
So you've gone through all seven steps and your brand is showing signs of stabilising if not actually declining. Great! So what's next?
Well you start by prioritising the actions you need to take to correct the weaknesses you have found. Define the strategies and tactics you will need, and put your action plan into effect.
Then? Well, you start at step 1 and go through the process all over again! You see, brand building is a never ending, virtuous circle. That's why I'm so passionate about it, you too?
If you have specific questions relating to any of the seven steps, or if some other area of brand building is challenging you at the moment, then check out our website for inspiration and then contact me here:
It is more than a year ago that Coca-Cola did away with their CMO in favour of a Chief Growth Officer. Was it a wise move or foolhardy?
In a recent interview with Marketing Week their global vice-president of creative claims that it has “broadened” the company’s approach to marketing. Well something is clearly working for Coke; at the end of last month it reported higher-than-expected financial results for Q3 2018. So what do you think? Will you replace your CMO?
HOW MARKETING HAS CHANGED
Marketing is an old profession. It’s been around for hundreds of years in one form or another. If you’re like me and are fascinated by how change happens, then I’m sure this complete history of marketing Infographic by Hubspot will be of interest.
With the arrival of digital marketing in the early 80’s, many companies began to take a serious look at their marketing. They realised that their primarily outbound strategy had to change. Their consumers didn’t appreciate being interrupted in their daily lives. However, with the creation of inbound marketing, they still irritated their consumers with spammy emails, popups and “subtle” cookies for following their every move. No wonder the EU felt inclined to develop its GDPR (General Data Protection Regulation).
What has changed during 2018 is marketing’s deeper awareness of, if not complete adherence to, what customers like and dislike. The major trends that we have seen this year and their impact on marketing, include:
Chatbots, especially through Facebook Messenger and WhatsApp, to catch consumers on the go with highly personalised messaging.
The use of Voice. With the battle between Amazon, Microsoft and Google in the voice search and commands domain, customers can get answers just by asking. These are a huge challenge for businesses, because being on the first page of search results is no longer enough; you have to be first!
Video is taking over social media, with its rapid rise on YouTube, Twitter and Facebook.
Influencermarketing is giving way to customer journey mapping with the increased detail that IoT can provide. Many organisations have moved their marketing plans to mirror their customers’ path to purchase. Or rather paths, as personalisation continues to trump mass engagement.
Blockchain technology has made marketing results more transparent. This is good for business as customers see how their data is being used, which builds trust.
Have you taken these megatrends on board and adapted your marketing this year? If not, why not?
In the past decade or so, many large CPG companies such as P&G and Nestle renamed their Marketing departments as Brand Builders, in the hope of adapting to this new world. They failed, miserably. I believe the reason they failed is because they continued to run their marketing in the same old way. With very few exceptions, their communications are still all about them and their brands and very little to do with their consumers.
Luckily, some more progressive consumer goods companies realised that to satisfy the consumer they had to do things differently. They were the ones that moved to consumer centricity. Or to be precise, they started on their journey towards putting the consumer at the heart of their business. Consumer centricity is not a destination because consumers are constantly changing and their satisfaction never lasts for long. Therefore the aim for satisfaction and delight will never end.
It is interesting to see how Coke’s change to a growth officer pans out. I don’t see other companies following for now, so I suppose they are prefering to just wait and see.
We have taught our consumers far too well! They understand a lot more about “marketing” than they used to. They understand that companies have marketing plans and regular promotions, so they wait for their price offs. They realise that in today’s world, products have become more and more similar. Their format, colour or perfume may be different, but their performances are pretty comparable.
That’s why consumers now have a portfolio of brands from which they choose in many categories. They are far less likely to be loyal to only one brand than they used to be. They have come to expect constant innovation so they quickly adapt to the once novel idea and start searching for the next big improvement. According to Accenture’s “Customer 2020: Are You Future-Ready or Reliving the Past?” almost a half of consumers believe that they are more likely to switch brands today compared to just ten years ago.
In response to these ever more savvy customers, marketing has to change, to become smarter. In the 2015 Korn Ferry CMO Pulse Report, it is confirmed that marketing needs new skills. The most sought-after skills today are analytical thinking and customer centricity.
Marketing is now as much a science as it is an art. We must take full advantage of the enormous quantity of data about our customers that is now available; we can no longer rely on creativity alone to connect.
For more ideas about improving your customer centricity, why not join the FREE Customer Centricity Champions Webinar? It shares many tips, tools and templates to catalyse your business and improve your customer understanding immediately.
HOW TO KNOW IF YOU’RE CUSTOMER CENTRIC
Companies which place the customer at the heart of their business are easy to recognise. Their websites are filled with useful information, entertaining videos and games, and their contact page provides all possible forms of communication.
If you’re not sure how good your customer centricity is, just take a look at your own website, especially the contact page. Or why not complete the C3C Evaluator? It’s free!
MOVE BEYOND BRAND BUILDING
Whether you are still doing marketing or have already moved to brand building, here are a few of the essential first steps that you need to urgently make to adopt a more customer centric approach:
Place pictures of your customers everywhere, so people start to naturally think about them. This can be at the beginning and end of presentations, in your office reception, on the lift doors or anywhere employees spend time.
Take a look at your target customer description or persona. When was it last updated? If you don’t even have a written document clearly describing them, then use C³Centricity’s 4W™ Template until you develop your own. (you can download it for free here)
Examine your advertising. Who is the hero? Consider developing concepts that are more customer centric, by making use of your understanding of them and their emotional triggers.
Spend time with your front-line staff and customers. Make use of call centers, in-store promotions and merchandisers to talk to your customers, as well as to the employees who connect with them. They will almost certainly be able to tell you a lot more about your customers than you yourself know.
Share your latest knowledge about your customers with the whole company. Help every employee to understand the role they play in satisfying the customer. Make them fans of your customers and you will never have to worry about such questionable practices as those mentioned in #2.
These are your starter tasks for moving from marketing and brand building to adopting a customer first strategy. If you’d like more suggestions about moving to a future-oriented marketing approach, download a free sample of my book “Winning Customer Centricity”. The fun drawings in this post come from the book!
This post is based upon and is an updated version of one first published on C3Centricity in 2016.
As a customer centricity champion, just like you, I spend a lot of my time researching what customers really want today. I’m always trying to understand exactly what customers want. My regular searches include customer service, customer satisfaction, customer care and similar topic areas. Google is my best friend!
However, I recently came across some surprising facts, which prompted this post. I believe they show a serious problem in the business of looking after our customers today. Read the article and then let me know whether or not you agree with my analysis.
Wikipedia, another online friend of mine, doesn’t have a definition of customer centricity! If you look the term up, you get directed to customer satisfaction! Try it for yourself and see.
“Creating a positive consumer experience at the point of sale and post-sale.”
It then goes on to say
“A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.”
Now although I find the definition limited, since it refers only to sales and post-sale activities, I do like the fact that it mentions three important elements of customer centricity:
a positive customer experience
adds value to a company
This clearly identifies three huge benefits of becoming (more) customer centric:
A positive customer experience has been shown to increase both loyalty and advocacy. (>>Tweet this<<) As we all know, it costs ten times if not even more, to acquire a new customer as it does to keep a current one. Therefore loyalty is a valuable benefit for a brand.
Adding value to a company also increases the ROI of its marketing investments. This is something that marketing is challenged to prove today, with the risk of seeing their budgets cut. Luckily, what’s good for the customer is good for business. You can see many more facts and statistics in Forrester’s report “The Business Impact of Customer Experience” HERE.
The third benefit is just as important to the growth of a business. Enabling differentiation in this complex world is invaluable in standing out from the competition. (>>Tweet this<<) In so many industries today product performance and services are almost identical, so how can you stand out? By your customer care, that’s how and knowing what your customers really want . It has been shown that customers are willing to pay more for excellent customer service. You can read a summary of the American Express research that found that HERE.
I would also add that what customers really want today is a seamless experience from pre to post purchase, as well as both on and offline. That’s how you deliver satisfaction and build loyalty.
The importance of customer satisfaction and understanding
There is no denying that customer centricity is important. However some companies are (too?) slow to adopt best practices in this area, which concerns me for a number of reasons:
Changes are happening too slowly in most organisations. If it is important for the business, then what is stopping companies from adopting a more customer centric approach? The longer they wait, the more they risk being beaten by a more customer friendly competitor. It’s no longer (just) about product performance any more.
Customers are complaining – a lot – about the way they are being treated. Why are companies not accepting these criticisms as the gifts they are? Acting promptly before the issue becomes a social media viral discussion is essential today.
Customer service is confused with customer satisfaction. Companies are happy when their customers say they are satisfied, but they should be looking to delight them!
As mentioned before, the research that prompted this post was a google keyword investigation of terms related to customers. Having seen the strong positive trend for the word customer, I then wanted to understand what it was about customers that was of interest. I found that both customer service and customer care showed almost identical positive trends.
However, when I looked at customer satisfaction and customer understanding the trends were flat and worse, minimal. (You can see the trend graph below with service in green, care in blue, satisfaction in red and understanding in yellow)
These trends suggest to me that companies search how to improve their customer service and care, but not about how to understand their customers or increase their satisfaction!
How can this be? Surely an interest in customer service should come from an increased understanding of how to deliver customer satisfaction? Apparently not.
And this is when I realised that perhaps businesses are more interested in the process than the real benefit of customer connection. That is a serious flaw in their thinking in my opinion.
To confirm my hypothesis, I looked into customer satisfaction levels and their trends. After all, many more companies are interested in customer service these days. So you would think it should have a positive impact on customer satisfaction.
According to the latest report from The Institute of Customer Service on customer satisfaction across Europe, retail, insurance and banking are the three best performing industries. This was a surprise to me because they used to be the most heavily criticised. However this suggests that they have taken action, albeit because they had little choice, but most other industries continue to ignore what their customers really want. You can see the full Infographic overview above; click on it to see the full-sized original.
I then went back to Google to find ways which were suggested for increasing customer satisfaction. I found more than two million articles on how to do it, but very few on the results. Again, extremely worrying.
According to the US ACSI (American Customer Satisfaction Index) June 2016 report, customer satisfaction has finally increased for the first time in over two years.
However, as Claes Fornell, Chairman and founder of the ACSI says:
“By and large, the overall customer experience for goods and services purchased and consumed in the United States is getting worse.”
In the UK, which leads Europe in terms of customer satisfaction, levels also rose for the first time in four years, reflecting a more positive economy. However, that was before the Brexit vote! I am looking forward to seeing whether the Brits’ optimism continues this year.
The Key Takeaways
So what does a business need to do to deliver what their customers really want today and increase their satisfaction? There are seven facts that become apparent from this analysis:
Businesses should always provide a positive customer experience and do whatever it takes to satisfy, but ideally delight.
Companies need to go beyond the mere process of customer centricity, to truly put their customers at the heart of the organisation.
Customer centricity adds demonstrated value to a company; it should be a no-brainer.
Customer centric improvements are happening too slowly in most industries, especially when customers are becoming increasingly dem anding.
Providing customer service doesn’t guarantee customer satisfaction.
A positive customer experience increases loyalty and advocacy.
Excellent customer service enables differentiation and even higher prices.
In summary, people want businesses to listen and understand them. When a customer takes the time to contact a company because they are unhappy, they expect a satisfactory outcome as a minimum. Those organisations who go beyond, to deliver delight, will see their reputation improve, as well as an increase in their customers’ loyalty and advocacy.
Customers also want companies to be open and transparent. They want answers to their questions and criticisms. They have a right to know the source of ingredients, the ingredients themselves, their country of origin, the charities the company supports, or the organisation’s policies on waste, water and sustainability. What customers really want today is to have their questions answered (almost) immediately, especially on social media. They expect things that go wrong to be put right – quickly, with an equally rapid explanation and apology.
So how are you doing? Are you living up to your customers’ expectations? Are you delivering what your customers really want? How have you made progress in this area in the past year or so? Please share your success stories below.
You know you can no longer wait; you’re getting left behind by those organisations – and competitors – who are taking action today! If you need help in catalysing your organisation in customer centricity and aligning your business to what your customers really want today, C3Centricity provides 1-Day training on many relevant topics. See more about them and download the summary brochures HERE.