10 Ways to Immediately Improve Your Customer Centricity

We all know that customer centricity is essential; even more so these days with the lockdown in most countries due to the pandemic.

Now more than ever, businesses 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 one of them, then this article is for you.

This week I give you 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 here.

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 customer 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 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?).”

 

 

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. It’s 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 other articles on C3Centricity, or contact us here:

https://www.c3centricity.com/contact

 

C³Centricity.com uses images from Denyse’s book Winning Customer Centricity and the associated website WinningCustomerCentricity.com, as well as Pixabay.com.

 

 

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The 6 Best Ways to Show you Respect your Customers

More than one year after the introduction of GDPR in Europe and the CCPA in California, I wondered what has changed. And more importantly, I got to thinking about customer privacy and how to build a mutually beneficial relationship whilst also respecting it.

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

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

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

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

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

 

1. Ask Permission to Gather Information

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

Whether you are connecting with your customers by mail, phone, email or the web, you need to first request permission to ask any questions and to gather the information you are looking for. Not only should you ask for consent; if you are not in direct personal contact, but connecting via email or the web, you should also double-check that permission. You have to ensure that the agreement has been given by your customer and that they are still ready to provide the information.

Being attentive to privacy when starting to build a relationship is vital and shows you respect your customers. It also means asking them to confirm their consent not once, but twice. Double opt-in as it is known, ensures that your customer is correctly identified and that they have indeed themselves agreed to provide or receive information, or to be put on your mailing list.

 

2. There Must be Mutual Benefit

When your customer has agreed to provide information you need to thank them in return immediately. This can be as simple as offering coupons for your products, some valuable information not easily available elsewhere, a free guide or e-book on a relevant topic, or special privileges such as club membership or express shipping. Something that shows them that they were right to agree and that you value their information.

Another thing to keep in mind is not to overwhelm them by asking everything in one go. Continue Reading

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.

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. Continue Reading

Improving Ideation, Insight & Innovation: How to Prevent Further Costly Failures.

Listen on Apple Podcasts“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

As you know, I am a global customer centricity champion. My passion is helping organisations to grow faster by putting customers at the heart of their business. One of the most frequent requests I get is to help in improving ideation and innovation.

This is by far the most common area that my clients struggle with. Is it a challenge for you too?

Many companies create great new products and services – from their perspective – but they fail! They then ask if I can help them to identify to whom they should be selling. Of course, I do help them, but I also suggest that next time it would be better if they called me before they started innovating! In a failure situation, it is almost always due to an outdated innovation process in which the customer has not been involved.

I know it can be difficult to innovate in this new age of technology, but it remains vital for growth. This is why I was recently invited to run two workshops on improving ideation and innovation, as well as to speak about it at three different universities in Beijing and Shanghai.

 

China is an Innovation Hot-House

China joined the top 25 most innovative countries in the WIPO global innovation index for the first time this year. This is because they no longer rely on cost-effective manufacturing alone. They also applied for more patents than the next two countries, the United States and Japan, combined! This clearly shows that China is improving ideation as well as their innovation. But they know they must do even more. To become a truly competitive nation, they have to better understand their customers, especially their growing middle and higher-income residents, who continue to prefer primarily imported Western brands.

Let me share with you a few of the ideas that I spoke about during my visit. They may just save you too from more costly failures.

 

Innovation is Essential

Switzerland continues to lead the world in innovation according to the latest WIPO GII study. It was, therefore, a privilege for me to by invited to help China corporations and academics by proposing a new way to innovate.

Most companies innovate from a technical and skills-based foundation. It doesn’t usually work very well, if at all. In fact, according to Nielsen, IRI, Fortune and many others, it is estimated that between 85% and 95% of new consumer products in the US fail. In Europe, it’s just as bad, with only 25% of new consumer products still on the shelf just twelve months after launch! And less than half that number by the end of the second year.

With such disastrous results, you might wonder why companies continue to innovate. Well there are three main reasons why they do:

  1. It keeps brands fresh. Brands which innovate have something new to share with current and potential clients.
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4 “Free” Ways to Connect with Customers for World-Class Understanding

Last week I spoke about five of the most important actions you can take when starting your journey to improved customer centricity. If you missed it, you can read the post  here; it will be good background information to build from for this week’s ideas and suggestions.

In this post, I would like to continue to support your efforts with some suggestions on an area that many struggle with, that of connecting with and underst anding your customers.

I believe that one of the main reasons for this, is that the target customer segment has been poorly defined. Perhaps it is too wide, such as all category users, or only superficially described just in terms of demographics. C³Centricity’s 4W™ Template, free to download in the members area, will provide a simple way for you to complete a more detailed description of your customer. Once you have that, you can then start to connect with them to deepen your underst anding of them.

1. Retail connections

There are numerous ways that an organisation can connect with its customers. If you have a retail presence, then this is as simple as going to a few of them  and then talking to the customers present. If you yourself don’t own the outlet then you will need to ask permission of the owner, but since retailers are also interested in getting to know their customers better, they will usually accept in exchange for your sharing any learnings with them. (>>Tweet this<<) Customers are more sensitive to value than price

Another opportunity to connect with your customers in retail is through promotions, demonstrations and sampling activities. These have the added benefit of being able to speak with customers who are already interested in what you have to offer, because they have stopped beside your st and. They also are generally more willing to take the time to talk to you even if they are busy, something which can be a struggle if you are just walking up to customers in the store. (>>Tweet this<<)

In addition, I have found that both these exercises can be a great way to improve your image with the retailer and may even warrant special treatment for your br and.

2. Secondary connections

If you don’t have the luxury of meeting your customers in person, then there are still ways to learn more about them. If you have a call centre, then why not listen in or even spend time answering calls? It is both a rewarding and useful exercise to do. This is why many organisations such as Zappos, make their new employees do just that in their first few weeks after being hired.

Market research can make you more customer centricMarket research projects are also another easy way to observe and listen to your customers, although in general you will be a silent observer behind the interviewer, who is asking the questions. Some people prefer to follow focus groups or in-depth interviews, even from behind the two-way mirror, since they will have the opportunity to impact the discussions by feeding questions to the moderator. Continue Reading

Your Pre-Vacation Marketing Checklist: Don’t Leave the Office Without Doing It!

Have you already taken your mid-year vacation, are you currently on it, or are you eagerly anticipating your departure, as you finish all those last-minute tasks?

If it’s the latter, then you will find this checklist extremely useful. For those of you who have already taken your vacation, then this list will provide you with a simple way to catch up and even get ahead of your colleagues, before they return. Either way, enjoy this quick “To do” list for an easier Summer at work.

1. Check Customer Changes

Describe your customer personasWhen was the last time you reviewed your customer persona or profile? This should be a document that you keep near to you at all times, and update with new information every time you learn something. (>>Tweet this<<)

If you don’t yet have one, then you can read this post on how to complete one quickly and easily. There is even a free template to store all the information, which you can download from the Members area. (FREE to join)

With people changing fast in response to the incredible progress witnessed today, in technology in particular, you have to constantly keep abreast of your customers’ changes. (>>Tweet this<<)

2. Check Sales to Plan

This might sound like a no-brainer since I am sure you are certainly already following your sales monthly, weekly, if not daily. However rather than the simple comparison to plan, mid-year is a great time to review versus your annual objectives and make the necessary adjustments to meet them before it’s too late. If you wait until everyone is back in September, it will almost certainly be too late to have much impact on the numbers.

The other “no-brainer” that some top managers seem to forget, is to check your market shares and segment shares, not just your sales progression. Even if you’re growing at 20% p.a. if the market is increasing at a faster rate, you will be losing share! (I’m always amazed to find just how many companies are still only following sales and profits)

3. Check Communications to Image

Again it is easy to get lost in the detail  and end up reviewing merely the creative of your past, current and planned advertising. However, this is a great time to assess in detail the first six months’ advertising of both your br and and its major competitors.

Campaigns should complement each otherWhat is the overall message? Is everything coherent and building towards a story (>>Tweet this<<), or does each campaign appear to be an independent part of the total puzzle? It is surprising how few marketers ever look at all their campaign ads together and yet this is what the customer will see and hopefully remember – at least in a best-case scenario – over time.

At worst your customer will only see a selection of them across all the campaigns, which makes it even more important that your messages are coherent and building your story and image, or at the very least are complementary over the year, as well as years. Continue Reading

The Ultimate Guide to Developing Actionable Insights

One of the biggest challenges of many marketers is developing actionable insights about the market and it’s customers.

Are you satisfied with the way you turn your data and information into underst anding and then develop insights on which you can take clear actions? If not, then you will find this post tremendously useful in helping you to update your practices.

Even if you are happy with your insight development process, converting them into actions can still be a stumbling block. In January 2013 Forrester wrote an article suggesting that last year would be the year for market insights. Eighteen months on, things don’t seem to have progressed much, so hopefully this post will enable your own organisation to advance and to get ahead of the competition.

#1. Be precise in your objectives

Your objectives for developing an insight should be presented as a desired change in your target (>>Tweet this<<). For example, if you are looking to increase your market share, you could be looking to find a way to convince competitive br and purchasers to buy your br and instead.

Identifying the change you are looking to encourage is the first step to uncovering a true actionable insight. Are you identifying the change you desire in your customers? If not then this is something you should start doing; it will make developing actionable insights more focused and thus also easier.

#2. Involve a wide range of experts

Insights are not the sole responsibility of the Market Research & Insight Department (>>Tweet this<<). Everyone in the company can bring valuable information and underst anding to address the identified opportunity. Therefore, involving people with a wide range of perspectives can make insight development more effective.

Gather a team of experts to provide a 360° perspective of the category or br and, including for example:

  • R&D, who can bring underst anding of available internal & external technical skills
  • operations who can share current defects and development aspects
  • sales who can add retail perspectives, including distribution, packaging and shelving limitations or opportunities
  • marketing who will provide the communications, image, equity and competitive environment
  • customer services who can add current customer sensitivities, problems or suggestions
  • finance who can highlight any budgetary limitations and ensure financial goals are met

The group you bring together will be a function of the change you are looking to make. I personally believe that the exercise should be run by your market research and insights team, since it is their profession to underst and people and behaviour. They also generally have the widest and most detailed perspective of anyone in the company

#3. Review all available information & knowledge

All organisations have far more information than most employees realise (>>Tweet this<<), including your market research, insight, strategy and planning teams. This highlights the need for having a group of people from different departments since they will bring alternative perspectives and information sources to light.

Once the team has been formed and the objectives for the insight development exercise have been agreed, it is time to organise a complete review of all the available information and knowledge.   Continue Reading

How Well do you Know your Customers? Can you Answer these 12 Questions?

How well do you know your target customers? I mean really know them? Are they men, women, young, old, Fortune 100 companies, local businesses? If you can at least answer that, then you have the basics, but how much more could you know about them? Can you answer the following twelve questions?

I was recently working with a local service company who was looking for help with their online presence. They were keen to get more active on social media and had asked for advice about the best platforms, optimal frequency of publishing and possible content ideas.

C3Centricity how well you know your customers

However they were in for a surprise. Rather than getting straight onto the “sexy” topic of social media, I started by taking them through the basics of target customer identification. Lucky for them that I did! When we had finished the exercise, we had found five different targets for them to target, rather than the mere two they had been addressing until now. This clearly would have a huge impact on the where, what and how they communicated online.

These are the twelve questions that enabled us to brainstorm, identify and then complete a better and more complete description of their target customers. Their use also resulted in clear differentiated segments for their services – three more than they had originally thought!

How would you like to double your own market potential? Read on:

  1. WHO DEMOGRAPHICS: OK this is usually a “no-brainer” and is how most organisations describe their customers. Not really original and definitely not competitive, but still the essential foundation.
  2. WHAT THEY USE: Whether you are offering a product or service, you need to know what your customers are using today. And not only for your category, but in adjacent categories too. What do they use – if anything – if your product / category is not available?
  3. WHAT THEY CONSUME: Here we need to underst and what types of information and media they are consuming; what do they read, watch, listen to in their spare time. Which social media do they use, what websites do they consult on a regular basis?
  4. WHAT THEY DO: How do your customers spend their time? What type of lifestyle do they have? What are their hobbies? What do they do all day, and in the evening and at weekends?
  5. WHAT THEY BUY: This is where you describe their current category purchasing habits. How frequently and what quantity do they buy? Do they have regular buying habits? Do they do research before buying or repurchasing? Do they compare and if so how, where, why?
  6. WHERE THEY USE: Is the category consumed in home, in work, on vacation? With friends, with their partner, their children, with colleagues? Are there certain surroundings more conducive to consumption? What makes it so?
  7. WHERE THEY BUY: Do your target customers have certain places and times they buy? Is it an habitual or impulse purchase? Is it seasonal?
  8. WHERE THEY CONSUME: Today “consume” covers not just traditional media but new media as well.
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Why Global Campaigns often Fail and What You Can Do So Yours Won’t

It’s been a while since we had a guest post so I am happy that this week Angelo Ponzi from C³Centricity partner PhaseOne, based in Los Angeles, has shared one of his most popular articles on taking local communications global.

If you’re a global advertiser or have done research on global advertising, you know it’s not easy to launch a global campaign.

Year after year, many br ands launch global campaigns only to have them fail.  Sometimes it’s the message that doesn’t translate.  Other times, a product name or slogan just doesn’t translate around the globe — or worse, it offends the target audience. Or, perhaps the behavior the br and is trying to influence just isn’t relevant.

What are the pitfalls that must be avoided and what strategies do you need to have in place in order to set the stage for a successful global campaign?

Benefit of a Global Campaign

Unilever Dove logoThere is a strong argument for implementing a creative campaign on a global scale.  When it works, it provides br and stewards with a high level of control.  It also ensures consistent implementation of a br and strategy, and it saves money — a lot of money.  When it works, it can work BIG.  Take for instance Unilever’s global work for their Dove br and and their Beauty campaign. This global work beat the odds, changed the way people think of beauty, and changed the way we as advertisers communicate about beauty.

Regardless of the br and, all br ands — even regional or local ones — need to think globally. Why?  Because a br and’s image or reputation is only one post, tweet, blog, pin or share away from being talked about on a global basis.  Social media has changed the way we market, but more importantly, it has changed the way we need to think.

It’s difficult enough to create relevant communications that include a strategic message, strong theme and a br and story that appeals to the target audience in one market. Creating one that appeals to multiple cultures is extremely difficult. One size fits all does not apply here folks!

Important Considerations:  A Common Voice Spoken in Many Languages

What are some of the important considerations when beginning to think about a global approach?  Certainly, humor or the use of slang when trying to establish a br and across borders does not always work.  For example, humorous TV spots that aired in the UK didn’t make audiences giggle as it traveled across borders to other English and non-English-speaking countries.   Keep in mind, the joke or “shtick” doesn’t always travel well from country to country.  The use of humor may also be impacted by cultural values, etiquette, language and dialects, as well as social economics of the audiences.  Individually, these are all important considerations to be researched when developing campaign strategies and creative executions. Br ands must learn to have a common voice that can be spoken in many languages.

Campaigns need to consider the four elements of the br and

In addition, you should take into consideration your international competition, since they are most likely exploring global and local (“glocal”) approaches as well.   Continue Reading

Why Customers are your Secret Ingredient to Growth

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If you are like most businesses, you manage your factories, products and br ands with precision, efficiency and care. You develop new products, you renovate your packs, define new communication concepts and exp and your distribution. However, if you are like most businesses, you also sometimes forget that the secret ingredient to growth, is not (only) your products or the services you offer; it is your customers. Underst and them, surprise and delight them and your business will remain healthy.

I recently spoke to a company with exactly this dilemma, how to grow their very successful business even further. Having thought about possible solutions for them, I decided to share some of the ideas I came up with, as I’m sure that you too will find them useful.

The 5 ways to grow

The customer journey to growing your businessAll businesses want to grow market share and profit. Unfortunately there are only a finite number of ways to do this:

  • Get more customers
  • Get current customers to buy more
  • Get current customers to spend more
  • Reduce costs
  • Increase margins

Notice that three of these are directly linked to the customer, so that is why I refer to them as the secret ingredient to growth. I’m not discounting the other two, but arguably they take longer to action and see results, so for quicker impact, let’s concentrate on the customer.

Get more customers

Getting more customers for more businessIn order to get more customers you first need to learn who buys and why, as well as who doesn’t and why. In the latter group we also need to separate those who buy from a competitor and those who don’t buy the category at all. To underst and these three groups, you will need to gather information on the customers, as much and as deeply as you can. For more on this, please check out a recent post on the topic “13 things your boss expects you to know about your customer

The other essential to underst anding how to get more customers, is to know what your br and st ands for, its image and equity. By comparing these between the three groups, you will get clear indications of what needs to be changed and how to influence them. You will see why one group buys and the other doesn’t buy your br and, and perhaps also a better underst anding of why some don’t buy the category at all and that’s not always as easy as just a lack of the relevant need.

 

Get current customers to buy more

There are several ways to get your current customers to buy more; they could buy bigger quantities when they do buy, or just buy the same quantity but more frequently. In some industries there are a finite number of occasions or quantities that can be bought, but I have found that these limitations are often not as strict as many businesses think they are:

  • Whilst a person can only be on one plane at a time, they could fly with friends or family, or use the airline for more trips
  • A person can only eat one lunch or dinner, but your product could be served more than once a week / month
  • Someone may only have one car to insure, but would also need insurance for themselves, their family, pets, house or apartment
  • A housewife only needs a few pots and pans, or one food mixer, but she could be interested in buying specialised plates, serving dishes or equipment for particular meals or ethnic food preparation

When you underst and your customers better, these alternative product offerings become much more easily identifiable. Continue Reading

What’s Keeping Marketers up at Night and Solutions to Help them Sleep

A recent study by Adobe shows that despite all the changes in marketing in recent years, the one thing that still keeps them (you?) up at night is reaching customers. If you think about it, this is somewhat surprising in today’s connected world; you would think that finding customers would be easier.

Having had many sleepless nights myself recently, but for very different reasons, I empathise with them and so thought I would propose some solutions to this and the other major causes of marketing nightmares.

Reaching Customers

In the past, contacting your customers was limited to (impersonal) traditional advertising, (hopefully personalised) call centers and the use of (often outdated) lists of names and addresses. Packaging was rarely thought of as a means of communication and in fact has only recently joined the realms of media. Check out How Communicating through Packaging is more Informative & Personal for more information on this.

A recent article in CIO showed 14 different ways to connect with customers, none of which were through advertising. They included social media, webinars, personal visits, the sales force and employees.

SOLUTION: With the wealth of opportunities to connect and customers more open to direct contact with br ands and organisations today, it is definitely worth reviewing which ones you are currently using. Far too many companies base their communications’ plans solely on last year’s document, whilst the world is changing and new opportunities are being presented every year, if not every month. Be more creative, unique and personal; your customers will love you for it.

Improving campaign effectiveness

Process wheelDespite increased opportunities to measure, it is still difficult for marketers to show the effectiveness of their campaigns. I believe this starts way before the airing of any advertising, since most marketers are still stuck in the ineffective habits of multi-concept developments and long, drawn-out, old-fashioned testing methods. This means that advertising agencies cost two or three times what they would if they were only working on one concept at a time. It also results in slower time to market, which further increases costs. No wonder marketing is being challenged on the total cost of advertising!

SOLUTION: Instead of working with advertising agencies to develop multiple concepts, often all the way to pre-airing readiness, try new methodologies which can help decision-making earlier in the process. PhaseOne has one such tool, a unique methodology that identifies the messages that customers will take away, which enables you to then develop the most promising concept. This saves resources of time, effort and money, which can then be spent on other things, including better metrics.It anyway makes sense to re-evaluate your own testing methods and development processes on a regaular basis, to see if they are still relevant today.

If you would like to hear more about the PhaseOne tool and see an example of its use, check out the recording of a joint webinar we just ran here.

Digital Distress

It’s hard to keep up with all the changes happening in marketing today, especially in the digital area, when you also have to concentrate on your day job. Continue Reading

Inspiring Quotes to Ignite your Customer Centricity

This week we celebrated Swiss National Day on August 1st. It is a wonderful day of celebrations and sharing, that ends in many communes with a formal speech and bonfire, and if you’re lucky, a wonderful firework display as well.

This gave me the idea that we all need to get excited and fired up occasionally, so here is my sizzling Summer selection of quotes to ignite your own customer centricity.

Each quote is associated with some questions and ideas of actions, as usual. They are all taken from my forthcoming book “Winning Customer Centricity”  which will be published in the second half of 2014.

#1. “There may be Customers without Br ands, but there are no Br ands without Customers” Anon

Marketing is all about br ands, but without our customers, there wouldn’t be any br ands. What did you do for your customers this week? Prove to everyone that you are serious about being more customer centric by signing all your emails with this or another suitable quote.

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets”

This post from Nido Qubein (Businessman, author, speaker, President of High Point University) reminds us of the importance of targeting. Are you precisely choosing the customers you target for each of your br ands or are you just taking anyone who buys the category? Choice means ignoring some category buyers, which is a hard but necessary decision to make. In order to fully satisfy your target, based on your ability to satisfy and win them, concentrate your efforts to increase your chances of success.

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing”

John Russell (CEO of Manganese Bronze, former VP Harley Davidson Europe) speaks of an essential element of business today, engaging with our customers. When did you last speak directly with your own customers? If you are not doing this at least monthly, and ideally weekly, you are not keeping close to them, nor up-to-date with how they are changing. Please get out of your office NOW! (You can tell your Boss I told you to!)

#4. “If you use st andard research methods you will have the same insights as everyone else”

This quote from David Nichols (Managing Partner at Br andgym) suggests that there is more to be gained than lost, from revising our methodologies, especially when we have been using them for many years. Some people mention lack of comparability as a reason for not changing, but the world is changing so fast that even if our methods don’t, people are changing and will not answer in the same way as in the past.

Therefore ask yourself when did you last review your market research tools? Are you really comfortable that you have all the right methodologies to gather the information you need? Today’s markets are changing and your customers are altering their behaviours even if you aren’t. Continue Reading

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