I’ve just returned from a trip to California, USA. All you marketers who follow me on Twitter, Facebook or LinkedIn, will have seen some photos of the various places I visited, from San Jose in Silicon Valley near San Francisco to the huge sprawling metropolis that is Los Angeles.
I was there to attend a conference on how business people, not just marketers, can break through our self-limiting behaviours. I also took the chance to catch up with a few C³Centricity partners. All the experiences were mind-blowing or rather mind-stretching, and it is this idea which prompted today’s post. How we marketers can break through our well-established but self-limiting thoughts and behaviours to make our businesses shine.
Heart-centered versus Customer-centric
The conference I attended was a great opportunity for me to meet many other people from around the world, who want to make their businesses more heart-centered. You know that I am a champion of customer centricity, so you might be wondering what the difference is between a customer-centric and a heart-centered business. After my three days in San Jose, I would say that in my opinion, not much. I believe it is difficult to think customer first without it also involving the heart; at least, it should.
As we try to put our customers at the centre of our organisations, it is through a concern to satisfy and delight them. A heart-centred business would probably go further to ensure that what they do also benefits non-customers, or, at least, doesn’t harm them.
Creating shared value has become a strong commitment of many of the leading global players in the consumer goods market, with Vodaphone, Google and Toyota leading the way according to the Forbes “ Change the World” List. If the topic inspires you then you might also be interested to read an article on ” Innovation and Creating Shared Value“, which I was invited to contribute to the latest issue of the Journal of Creating Value.
But back to businesses; which is yours? Heart-centered or “just” customer-centric, or are you not even there yet? (>>Tweet this<<) Do you think customer first but forget about those who are not yet customers? If so, then here are a few current habits that some companies have, which show how customer centric they are – or not:
- Asking credit card details for a “free” offer. This information would only be of use to charge the client and is a “trick” often employed by companies making time-limited free offers, in the hope their clients forget to cancel within the allotted trial period. Customer-centric businesses would only ask for such information once the customer is committed to purchasing the offer.
- Requiring full details on a contact form when the customer just wants to ask a question or download something. This information rarely provides value to the customer and is a real turn-off for many. Customer-centric businesses avoid asking more information than they need for immediate action.