Tag: customer first

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

Posted on by Denyse Drummond-Dunn

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

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

 

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

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

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

Why the Superior Use of Data Matters

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

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

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

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

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

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

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

Transforming Marketing with Superior Data Utilization

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

However, this means that they can no longer rely on creativity alone. They need to become tech and data-savvy.

Segmentation and Targeting

Gone are the days of one-size-fits-all marketing campaigns. With customer-centric data,

… Click to continue reading

5 Key Trends to Business Success in 2024 using a Customer-First Strategy

Posted on by Denyse Drummond-Dunn

As we debut the second half of the year, the ever-evolving landscape of customer experience (CX) is making business success even more challenging than usual.

Are you finding this too? If so, then I have some ideas to help.

We already know that businesses that embrace a customer-first strategy successfully lead their markets by driving growth from increased loyalty. To continue benefiting from this customer-centric approach, it is important to understand what has changed in 2024 and how companies should react to their customers’ ever-changing demands.

 

Business Success in 2024: The Key Trends

Here are the key trends of 2024 and some questions you may already be asking yourself about them. If not, then perhaps you should.

As always, I share my ideas and examples to help you make any changes you decide are needed.

 

AI-Driven Personalization:

What is it? AI-driven personalization leverages artificial intelligence and machine learning to analyze vast customer data and deliver highly customized experiences.

It is important because it enables businesses to anticipate customer needs and offer tailored recommendations, enhancing the customer experience and driving business success.

Example: eBay’s new magical listing tool uses artificial intelligence to extrapolate details about listings from images. As a result, sellers can list items easily, and buyers can access more information about potential purchases. (Source)

 

Data Privacy and Trust:

What is it? Ensuring customer data is handled with transparency and robust security measures.

With increasing regulatory scrutiny and customer awareness, businesses must build and maintain trust by protecting their customers’ information, which is vital for ongoing business success.

Example: To sustain their customers’ trust, companies should communicate clearly about data usage and adopt stringent security protocols to prevent data breaches.

 

Omnichannel Experiences:

What is it? Providing a seamless and integrated customer experience across multiple online and offline channels.

Customers expect consistent interactions and a unified experience, regardless of the channel they are using. This can enhance both their satisfaction and loyalty.

Example: Airbnb offers 24/7 support through various channels, ensuring customers receive timely assistance regardless of the platform they use. (Source)

 

Ethical AI:

What is it? Using AI responsibly and transparently avoids perpetuating biases and helps to maintain customer trust.

Ethical AI practices are essential for building long-term, trust-based customer relationships and ongoing loyalty.

Example: Businesses must be open about how they use AI in customer interactions and take steps to mitigate any negative impacts.

 

Empathy at Scale:

What is it? Combining AI-driven automation with human empathy enables your customer service team to handle complex customer issues more effectively.

This approach ensures that customers feel valued and understood, even when interacting with automated systems, contributing to continued customer satisfaction.

Example: Using AI to address simpler queries frees human agents to provide empathetic support for more complicated issues. It is also usually speedier, which customers appreciate.

Are you following trends? If so, do you turn them into plausible future scenarios? If not, you are missing an

… Click to continue reading

The Essential Customer-Centric Mission Statement for Achieving Success

Posted on by Denyse Drummond-Dunn

A customer-centric mission statement is a fundamental component for driving success in any organisation wanting to grow more profitably.

It provides a clear direction and purpose, uniting the team towards shared objectives and fostering a sense of belonging. By guiding decision-making processes, it ensures that all actions align with the organization’s dedication to customer satisfaction, thereby setting expectations for employees and customers.

In a competitive business landscape, a mission statement serves as a strategic compass, ensuring that all efforts are focused on achieving customer success and building long-term relationships. A commitment to customer-centric values helps establish trust and loyalty, which are crucial for sustained growth and success. Additionally, a well-crafted mission statement motivates employees to prioritize customer needs and deliver exceptional service consistently.

 

Essential Elements of a Customer-Centric Mission Statement

A mission statement is a strategic tool that defines a company’s approach to customer success. It sets the framework for the company’s actions and decisions, influencing the customer experience. Here, we outline the critical elements of an effective customer-centric mission statement, emphasizing its customer focus, clear and concise language, specific goals and objectives, and alignment with company values.

1. Emphasizing Customer-Centricity

A customer-centric mission statement must be deeply rooted in customer delight to resonate with and meet their expectations. This involves:

  • Understanding Customer Needs: While this is the heart of every successful business, it is essential when customers are mentioned in its mission statement. Therefore, conducting surveys, interviews, and data analyses is important to gain insights into customer pain points and priorities.
  • Crafting Customer-Focused Language: Use language that underscores the importance of customer value and satisfaction.
  • Aligning with Customer Success Metrics: Ensure the mission statement is in sync with key performance indicators related to customer success, driving positive outcomes.

By prioritizing customer-centricity, the organization consistently considers the customer perspective and strives to exceed their expectations.

2. Communicating with Clarity and Precision

A mission statement should be clear and concise, ensuring it is easily understood and memorable. Key considerations include:

  • Defining Purpose and Audience: Identify the mission statement’s target audience and intended purpose.
  • Using Plain Language: Avoid technical jargon and ambiguity to enhance accessibility.
  • Regular Refinement: Continuously review and refine the mission statement to maintain its brevity and clarity.

Clear communication ensures the mission statement effectively conveys the company’s commitment to customer success and resonates with all stakeholders.

3. Setting Specific Goals and Objectives

A mission statement should outline specific, measurable goals and objectives to provide clear direction and focus. This involves:

  • Tailoring Goals to Customer Needs: Define goals that directly address customer expectations and requirements.
  • Establishing Measurable Targets: Set quantifiable targets to track progress and success in customer-related initiatives.
  • Developing Strategic Plans: Formulate actionable strategies to achieve the defined goals and objectives.

Specific goals and objectives ensure the organization has a well-defined path to follow, facilitating measurable progress in customer success.

4. Aligning with Core Company Values

Aligning the mission statement with the company’s core values ensures coherence between organizational objectives and customer-centric goals. This includes:

  • Incorporating Core Values:
… Click to continue reading

Actioning Customer Feedback: The Secret to Turning Difficult Customers into Loyal Advocates

Posted on by Denyse Drummond-Dunn

Difficult customers!

Every business has them, and no one likes to get customer feedback that is challenging to handle. So what’s the secret to turning difficult customers into loyal advocates?

The most important thing to remember is not to think of customers as difficult but merely as angry, frustrated or disappointed with the product or service they bought from us.

You may never have considered this, but customer complaints are actually a gift! Research shows that for every customer who complains, there are 20 or more who don’t complain and just switch to your competitor!

Wouldn’t you prefer to have the chance to retain their loyalty? That’s why you should do everything possible to respond quickly and positively to every complaint.

 

The Gift of Customer Complaints

When a customer reaches out with a complaint, they are offering you the chance to improve and strengthen your business in several ways:

  1. You get the chance to put things right and make them happy.
  2. You get the chance to stop them churning/leaving for the competition.
  3. You get the chance to delight them so they share their experience with others and build your positive image.

Let’s look at these in more detail, using recent examples to demonstrate best practices:

Correcting Mistakes:

  • Netflix: Netflix is known for actively monitoring customer complaints and using advanced data analytics to identify and correct issues. When they encountered streaming problems in the past, they quickly addressed them by upgrading their infrastructure, leading to improved service quality. This is a great example of exceeding the customer’s expectations, creating even greater delight.
  • Toyota: Toyota has a history of addressing product quality concerns promptly. In the case of the 2010 recall, due to accelerator pedal issues, Toyota swiftly communicated with affected customers, provided fixes, and introduced enhanced safety measures.
  • Samsung: Samsung’s handling of the Galaxy Note 7 battery issue is another prime example. They recalled and replaced the faulty devices, prioritizing customer safety and satisfaction. This transparent and rapid response helped mitigate the impact on their brand reputation.

Customers expect you to put things right. They don’t expect more than that in most cases. So going above and beyond will immediately change a negative into a positive event that the customer will share with their friends and family.

 

Preventing Churn:

  • Comcast: Comcast has made efforts to reduce customer churn by offering flexible plans and improved customer service. They introduced “Xfinity Mobile” to bundle mobile services with cable and internet, aiming to keep customers within their ecosystem.
  • Adobe: Adobe’s transition to a subscription-based model for Creative Cloud faced initial resistance. However, they addressed customer concerns and objections by continuously improving the platform, leading to higher customer retention rates.
  • Spotify: Spotify uses personalized playlists and recommendations to engage users. By analyzing user data and preferences, they reduce churn by providing a tailored experience that keeps users coming back for more.

This last example shows how a company quite often has the data it needs to better … Click to continue reading

A New Breakthrough Model of Customer Experience – Quantum Customer Centricity™

Posted on by Denyse Drummond-Dunn

The World Has Changed. Everyone is talking about the importance of customer centricity. But they should be actioning quantum customer centricity! Let me explain.

Many people think that customer centricity is the same as customer experience. They’re wrong! At least if they are thinking about the traditional CX model.

As we start a new year, I am celebrating the official launch of the New CX Model Quantum Customer Centricity™ (QC²) … Beyond CX. After decades of learning and experimentation, I created QC2 so that every business can successfully adopt a customer-first strategy, and become more agile, more resourceful, and experience increased market growth.

 

Adopting a Customer-First Strategy is Essential

The CX Index states that 90% of businesses, regardless of the vertical they are operating in, have made CX their primary focus. And research by Gartner concluded that 80% of organizations expect to compete mainly based on CX.

Therefore, you could already have been left behind, unless you’ve started on your journey to increased customer centricity! But there is a big difference between talking about putting the customer first and doing so.

The CEI Survey found that 86% of buyers will pay more for a better customer experience. However, only 1% of customers feel that vendors consistently meet their expectations.

That’s good news for you late adopters, as it means you may still have time to benefit from delivering a better CX experience for your customers, but you must act NOW!

And anyway, why wouldn’t you? The benefits are huge!

According to research, customer-centric companies grow their revenues 4% to 8% faster than their market competitors. Not only that, 79% reported significant cost savings, and 84% increased their revenue.

But how do you optimise your own customer-first strategy, and where do you begin?

 

Why Traditional CX is Letting You Down Without You Even Knowing It!

Most discussions about customer experience only consider the interaction between the customer and the company. As a result, most effort goes into improving customer service departments and call centres.

Since these departments tend to be either small or even outsourced, changes to them have little impact on how a business works. And unfortunately, they are also rarely of great interest to top management.

The customer journey is often seen as linear and only impacting the different departments at distinct points in time. Even if customer emotions are considered at each touchpoint, which is already an improvement on the usual journey map, it remains limited and static.

In addition, information about the customer may be gathered, but it is rarely shared across departments, let alone integrated for deeper knowledge and understanding of the customer.

All of this has resulted in individual actions being taken without a holistic view of the customer or their experience. That is why so few organisations succeed in delighting the customer with their customer-first strategy adoption.

It’s time for a new CX model!

 

The Quantum Customer Centricity™ (QC2) Model

The new CX model, Quantum Customer Centricity™ … Click to continue reading

Top Posts of 2023 on Customer Centricity

Posted on by Denyse Drummond-Dunn

Here at C3Centricity, we publish books (Winning Customer Centricity), articles and training on customer centricity, because we’re passionate about helping companies to successfully adopt a customer-first strategy.

Since we founded C3Centricity in early 2011, one of our traditions has been to share the most popular posts on customer experience at the beginning of each new year. 

This past year has been particularly successful for C3Centricity, with many of our newest posts getting the top scores globally! This is quite tough for a blog that has been running for almost 13 years and highlights the quality of the content we share with you each month.

Of course, there are also a few perennials that have been appearing in our top 10 list for years, like insight development and customer observation. Since no brand is successful without a foundational insight, and customer understanding is its major essential element, these two will always be popular – they also are on Google’s first page, which certainly helps and confirms the quality of their content.

So let’s have a look at the Top 10 list in 2023, and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

#1. Five Brilliant Ideas to Boost Your Insight Development

Boost your insight developmentThis post regularly appears in the top three posts on C3Centricity. This shows the quality of its recommendations and content. And the importance of business insights. 

Ever wondered why you struggle to develop actionable insights? This post shares some of the main reasons why even large companies sometimes fail at this essential art. Then, it offers some suggested solutions to help you.

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

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

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

If you’re ready to finally learn how to develop actionable business insights, check out our online course on the topic HERE.

#2. Five Rules of Customer Observation for Greater Success

Measure your company image

This post has also been among the top articles on C3Centricity for many years. It is a cornerstone post that is regularly updated to remain highly relevant in today’s marketplace.

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

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

And if you want to learn how to watch

… Click to continue reading

Using AI to Delight Your Customers With More AI (Authentic Interactions)

Posted on by Denyse Drummond-Dunn

Artificial Intelligence (AI) has become an integral part of our daily lives and has revolutionized how we interact with technology and businesses. This post discusses how to use AI to enhance customer experience with another AI, authentic interactions.

Over the past year, the AI landscape has witnessed a significant shift from AI versus AI competitions to AI working in collaboration with AI. Although AI-driven interactions have made significant progress, it is time to take them to the next level by integrating authentic interactions with AI to deliver exceptional customer experiences.

Let’s examine how AI has evolved in customer relations and explore ten ways businesses can integrate authentic interactions with AI to enhance customer experiences.

Get ready to delve into a world where technology meets humanity, where the future of customer engagement is not AI versus AI, but AI working in tandem with AI.

 

The Evolution of AI in Authentic Interactions with Customers

Over the years, AI has greatly evolved in customer interactions. Initially, AI was used to automate monotonous tasks and to provide quick and efficient responses to customer inquiries. However, the early AI systems were often inflexible and could not understand and adapt to the subtleties of human communication.

With the advances in AI technology, we have seen the emergence of chatbots and virtual assistants that can engage in more natural and context-aware conversations.

This development has led to a shift from the traditional AI versus AI approach, where AI tries to outsmart or outperform other AIs, to a more collaborative approach known as AI + AI.

 

AI + AI: The Future of Customer Engagements

The combination of AI and AI marks a significant change in how businesses utilize AI technologies for authentic customer interactions. Instead of setting one AI system against another, businesses are now concentrating on integrating multiple AI components to function together fluidly, ultimately improving customer experiences.

Here are ten methods to integrate authentic interactions with AI to achieve this goal:

1. Embracing Emotional Intelligence (EI) is crucial for AI. It involves training algorithms to recognize and respond to human emotions by understanding cues such as tone of voice, choice of words, and facial expressions.

This helps AI gauge a customer’s emotional state and respond appropriately with empathy and support. When AI acknowledges customers’ feelings, they feel heard and valued and can offer personalized solutions.

Pre-programmed responses should be banned as they are easily recognized and do more harm than good. Call centre representatives should be given the autonomy to do what’s best for the customer within certain guidelines. If you’d like to read more about delivering best-in-class customer service, read the post: “7 Ways to Deliver Awesome Customer Service & Build Loyal Advocates”

2. Human-AI hybrid teams combine the best of both worlds by utilizing the strengths of humans and AI systems. AI is highly efficient in handling routine tasks and queries, allowing for quick and seamless customer responses.

However, when complex issues arise or when human empathy and problem-solving skills are required,

… Click to continue reading

Maximising Customer Value: Answering Your Top Questions About Customer Centricity

Posted on by Denyse Drummond-Dunn

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

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

 

So you have questions about customer centricity?

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

 

What is a customer-first strategy?

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

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

 

Why is a customer-first strategy important?

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

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

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

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

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

 

How do you implement a customer-first strategy?

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

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

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

The Little Known Disadvantages of a Customer-first Strategy

Posted on by Denyse Drummond-Dunn

The business world has significantly shifted in recent years, and I, for one, am excited to see so many companies adopting a customer-first strategy.

However, like any strategy, a customer-first approach has pros and cons. Therefore I thought it would be helpful to consider both the advantages and disadvantages of a customer-first plan.

 

Advantages of a Customer-First Strategy

If you regularly read my posts, you will know that I’m passionate about companies adopting and improving their customer-first strategies. There is so much going for it, as I will explain below.

1. Improved Customer Satisfaction

One of the primary advantages of a customer-first strategy is that it leads to improved customer satisfaction. By placing the needs and desires of the customer at the centre of all business decisions, companies can create products and services that better meet their customers’ needs. This can lead to increased customer loyalty and positive word-of-mouth advertising.

As an example of this, think about Amazon, which is well known for its customer-centric approach. They offer a wide range of products, fast and reliable delivery, and excellent customer service. As a result, they have a loyal customer base and a strong brand reputation.

2. Increased Sales

Another advantage of a customer-first strategy is that it can increase sales. When satisfied with a company’s products or services, customers are more likely to make repeat purchases and recommend the company to others.

This then leads to increased revenue and profitability for the company. Research clearly shows that businesses that excel in customer experience grow more than three times faster than those that don’t.

A good example of excellence is Apple. They focus on creating products that are easy to use and meet the needs of their customers. As a result, they have a loyal customer base and have been able to increase sales consistently over time.

3. Improved Brand Reputation

A customer-first strategy can also lead to improved brand image. When a company consistently prioritizes the needs of its customers, it develops the reputation of a customer-focused organization. This can attract new customers, retain existing ones, and draw top talent.

Zappos is a good example of a company that has built its brand around customer service. They offer free shipping and returns, a 365-day return policy, and a dedicated customer service team available 24/7. As a result, they have a strong brand reputation and are known for putting their customers first. Zappos built a loyal customer base and a successful business by prioritising customer satisfaction, which resulted in it being acquired by Amazon in 2009 for $1.2 billion.

4. Better Decision-Making

By placing the customer at the centre of all business decisions, a customer-first strategy can lead to better decision-making. When companies are focused on meeting the needs of their customers, they are more likely to make decisions that align with their customers’ needs and desires. This can lead to better products, more efficient processes, and increased profitability.

Procter & Gamble is well known for focusing on

… Click to continue reading

How Leaders can Successfully Lead a Customer-first Strategy Adoption

Posted on by Denyse Drummond-Dunn

As a leader, you know that customer centricity is critical to the success of your business.

However, it is not enough to pay lip service to this concept; you must make it an integral part of your company’s culture and business strategy.

In this post, we will explore what customer centricity means, why it is essential, and how you, as a leader, can successfully lead a customer-first strategy adoption in your organisation.

 

Defining Customer Centricity

Customer centricity is a business strategy that puts the customer at the heart of everything the company does. It involves understanding the needs and desires of your customers and then tailoring your products and services to meet them.

Customer centricity is not just about providing excellent customer service; it’s about creating a culture of customer obsession that permeates every aspect of the business. This is why it must be a company objective.

 

Why is a Customer-first Strategy Important?

There are several reasons why a customer-first strategy is crucial for the success of your business. First and foremost, it helps you build a loyal customer base.

When customers feel that a company truly understands their needs and is committed to meeting them, they are more likely to become repeat customers and recommend the company to others. This can help you increase revenue and grow your business.

Customer centricity can also help you differentiate yourself from your competitors. In today’s highly competitive business environment, standing out from the crowd can be challenging.

However, suppose you can demonstrate that you are genuinely committed to meeting your customers’ needs. That’s a great way to distinguish yourself from other companies that are just going through the motions.

Finally, customer centricity can help you stay ahead of the curve regarding new product and service development. By constantly seeking customer feedback, you can identify emerging trends and stay ahead of the competition. This can help you develop new offers that meet your customer’s needs today and tomorrow.

 

Leading a Customer-first Strategy in Your Organization

Implementing a customer-first strategy in your organization requires a significant shift in mindset and culture. Here are the steps you can take to make customer-centricity a reality in your business:

 

1. Start with the CEO

As a business leader, you need to lead by example.

Make it clear to your employees that customer centricity is a top priority for the company.

Set measurable goals and hold your team accountable for achieving them.

This sends a strong message to everyone in the organization that customer-centricity is not just a buzzword but a fundamental part of the business strategy.

 

2. Understand Your Customers

To be truly customer-centric, you need to understand your customers deeply.

This means going beyond demographic data and understanding their motivations, pain points, and desires.

Watch and listen to your customers frequently. Conduct customer research, including surveys and focus groups, to gain insights into what your customers want and need.

Collect the information in a customer persona/avatar template. If you don’t have

… Click to continue reading

Post Covid People are Searching for More Meaningful Connection & Engagement

Posted on by Denyse Drummond-Dunn

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

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

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

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

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

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

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

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

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

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

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

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

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

13 Most Inspiring Marketing Quotes and Questions to Live By in 2022

Posted on by Denyse Drummond-Dunn

Did you know that using marketing quotes can improve your plans? Do you have a plan you are following that will (hopefully) enable you to reach your goals?

To meet our objectives, we often look to make changes, large or small, in our organisation. At times like these, I find it useful to motivate with inspiring marketing quotes from people much wiser than I am. If you are looking for ways to motivate and inspire your team, then I am sure you will enjoy these.

This is my selection of great quotes from some of the best marketers around, together with a relevant question to ask yourself for each. If your favourite quote is not included, then please add it to the comments below the post.

 

#1.  “Strategy and timing are the Himalayas of marketing. Everything else is the Catskills” Al Ries 

This quote refers to the Catskills, a province of the Appalachian Mountains, located in southeastern New York and only 1270m high. It compares them to the Himalayas, a range that includes some of the world’s highest peaks, including Mount Everest (8,849m).

It uses this comparison to suggest that to succeed in marketing you have to afront the highest peaks of strategy and timing, and not be satisfied with scaling simple hills. In other words, be in the right place at the right time with the right offer. Simple!

QUESTION: Are you going to upgrade your marketing this year to meet this lofty challenge?

 

#2.  “In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last” John Romero

I love this quote because it refers to knowing and understanding your customers. The best ones, however you define that, come first and your best prospects come second. If you’d like to know if you’re targeting your very best customers and best prospects, then check out the following post: How Well Do you Know Your Customers? 13 Questions your Boss Expects you to Answer

QUESTION: Do you know who your best customers are and everything you should about them?

 

#3. “Business has only two functions – marketing and innovation”  Milan Kundera

This post shows the often forgotten importance of marketing to business. I know those of you in sales or operations etc will complain, but if customers don’t know and love your brands then you don’t have a business. It really is as simple as that. I also like that innovation is included, because especially today, customers have become so demanding that we need to constantly upgrade our offers to them.

QUESTION: Does your business value marketing? If not, how can you help them to recognise its value?

 

#4. “The wise man doesn’t give the right answers, he poses the right questions” Claude Levi-Strauss

Are you better at asking questions or answering them? Which is more important in your job? Why? A leader doesn’t have all … Click to continue reading

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