Customer centric marketing might be THE most powerful thing you can do in your business.
Can you imagine making one simple shift in your strategy and completely changing the trajectory of your business? That’s what happens when you focus on modern marketing principle number one, customer centricity.
Below we’ll discuss modern marketing principle number one, Customer Centricity. What it is, why it’s so important, and how you can implement it in your business.
What is Customer Centric Marketing?
According to Gartner, customer centricity is about putting the customer at the focal point of all the decisions related to delivering your products, services, and experiences to create customer satisfaction, loyalty, and advocacy.
They talk about customer centricity is the ability of people in an organization that’s you and your business, to understand the customer situations, perceptions, and expectations.
The bottom line is, everyone wants to know “what’s in it for me.” Robert Collier, a great legendary marketer and philosopher of sorts in the 20th century, said that
“The best marketing joins the conversation that’s already happening in your prospect’s mind.”
And that’s what being customer centric is all about.
Why is Customer Centricity So Important In Your Marketing?
It works something like this:
if you’re thinking about X and someone comes up to you and starts talking to you about Y. You don’t really care because your mind is somewhere else on a different topic, right?
And if they start trying to convince you of something, then they’re trying to pull you in a different direction than your mind is already flowing.
Another great legendary copywriter and marketer is Eugene Schwartz. In his book, Breakthrough Advertising, he talks about how we can’t really create demand from scratch in our customer’s mind, but we can channel a desire they already have.
And that’s kind of how all this stuff ties together is “what’s in it for me” is what everyone’s thinking about.
That’s why you’re reading this right now.
You want to know “what’s in it for me to be customer centric,” right?
So that’s what you need to think about is what’s in it for your customer and approach the conversations from their perspective. And we’ll get into some ways that you can kind of research and plan for that as well. So stick around for that.
Now think about the reverse.
If you’re sitting there thinking about X and someone else comes up to you and starts talking about X you’re like, “oh, I was just thinking about that. This makes sense. This is congruent and aligned with what I was already thinking about and feeling.” And so you start paying attention to that, right?
It’s familiar to us and it’s congruent with what we’re trying to accomplish or issues that we’re trying to resolve. And that piques our interest.
It catches our attention and as marketers and business owners, you don’t need to create desire. You’re just tapping into an existing desire.
You’re tapping into the flow of what’s happening in your customer’s life and helping them from there, guiding them through their customer journey.
Implementing Customer Centricity in Your Business
The two main ways you want to use customer centricity in your business:
- Marketing strategy and language
- Product and offer development
Customer Centric Marketing
Let’s start with marketing because that’s something you could do today to start making a difference in your sales conversations and your marketing. Whether it’s on the phone, whether it’s in your social media content, your website copy the emails that you send.
When you’re developing your marketing language and strategy, it’s important to keep the customer’s perspective in mind.
This means understanding their pain points, their desires, and their goals.
Once you have a clear understanding of this, you can create messaging that speaks directly to them and addresses their specific needs.
For example, if you’re selling a product that helps people lose weight, instead of just talking about how great your product is, talk about how it can help someone achieve their weight loss goals, and how it can improve their overall health and well-being.
This type of messaging will be much more effective in catching their attention and getting them to take action.
Customer Centric Product and Offer Development
The second way to implement customer centricity in your business is in product and offer development. This means creating products and offers that are tailored to the specific needs and wants of your customers.
When developing a new product or offer, it’s important to conduct customer research to gain a clear understanding of what your customers need and want.
There’s plenty of great research stuff out there. You could use tools like SparkToro or BuzzSumo, or just straight up Google, search on Twitter, Facebook, Instagram, LinkedIn, look in Reddit forums, and just see what is your market talking about?
What questions are they asking?
What problems do they have?
What are they trying to accomplish?
And start positioning your language and your products from that perspective for them.
Of course, if you have a good customer base that’s responsive, or if you have a quality audience that you’ve built then you can create a feedback loop and you can go and ask them directly.
So you could do a little research. You can have conversations with your audience and your customers. You can come up with an idea that you think is a better way to be more customer centric and repackage and reposition your products and services. And then you can reach out to them and say, “Hey, we’re thinking about doing X, Y, and Z. How does that sound to you?” And you can get that immediate feedback when you have an audience. And that’s why building your own audience is so important,
Once you have a clear understanding of what your customers need and want, you can create a product or offer that addresses those specific needs and wants.
Watch The Customer Centric Marketing Video
Quick Recap On Customer Centric Marketing:
As you can see, customer centricity is an important principle in modern marketing.
It’s all about putting the customer at the center of all decisions related to delivering products, services, and experiences to attract great customers, create customer satisfaction, loyalty, and advocacy.
To be customer centric, you need to understand the customer’s situations, perceptions, and expectations.
You can implement customer centricity in your business by focusing your product and offer development and your marketing language and strategy from the customer’s point of view.
By keeping the customer’s perspective in mind and understanding their specific needs and wants, you can create products, offers, and messaging that speaks directly to them and addresses their specific needs.
This helps to attract the right people, guide them on their customer journey, and ultimately help you grow your client base.
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