Creative thinking that delivers results

22 Jun

What is Customer-centric Marketing?

Category: Marketing
Customer-centric Marketing

There are so many types of marketing these days it’s almost overwhelming: online, digital, content, social media, traditional, etc. Many companies get lost in this myriad of options and forget the one type of marketing that’s truly more important than the rest: customer-centric marketing.

What it is

In fact, very few marketers and business people even talk about this type of marketing, which we at Sydcam feel is to their demise. Why? Because customer-centric marketing focuses on the very root of what marketing is all about and designed to achieve – to satisfy the needs and wants of customers by identifying relevant products and services to meet them.

Customer-centric marketing is designed, as the name indicates, to put the customer at the centre of all your sales and marketing efforts, and to thus ensure optimal alignment between the needs of your customers and your marketing efforts.

How does it manifest itself?

Customer-centric marketing can be demonstrated in a variety of ways. In its more basic form, it involves listening to your clients, to what they need and want and developing products and services that meet those needs.

This involves using ‘old school’ methodologies such as customer loyalty and referral programs, formal customer feedback loops like online surveys and even focus groups to better understand these clients and most importantly to add value to foster and strengthen these relationships over time.

In its more sophisticated format, it involves using customer relationship management (CRM) tools to create programs and initiatives that resonate with your customers. And no, this doesn’t necessarily mean using a complex CRM software solution to identify and target clients in order to send them targeted offers and promotions!

Stand out from the crowd

Key to customer-centric marketing is recognizing that when done well, it can help achieve the proverbial Holy Grail in business – the ability to more effectively nurture trust, brand equity, loyalty and ultimately longer-term relationships with your clients.

It’s equally important to note that many companies in one way or another talk a lot about their focus on the customer and on maximizing customer satisfaction. The truly smart businesses are those that back up this talk with concrete actions in the form of processes, programs and initiatives that walk this talk in a big way.

It’s also imperative to remember that your communications strategy and the key messages you communicate to your customers and prospects will go a long way to reinforcing and substantiating your actions. And note is not just what you say, but how you say it and through what media.

So the next time in you’re conjuring up your next marketing campaign or program, ask yourself this important question: “is this something my customers truly need, and am I conveying it in a manner that will excite and entice them to take action”?

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