Customer Centric Marketing

Everything  marketing starts and ends with a customer…​

       cater to them…​

              listen to them…​

                     and react to them.​

The Results are Amazing!

Many communication channels available.

Stop and think about the block quote above. Place a customer in your shoes. How do you decide to purchase a product or service, comparable in pricing and some resemblance of similarity? Was it price sensitive? Did it come in different colors? How was the service? After your purchase what did you think about our customer service? What was the most important aspect of our service?

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If you email your customer’s and ask them what they think about your service or product, their answers will probably show you are already doing a form of customer-centric marketing. In fact, it’s the one marketing strategy, that pinpoints the many reasons on how to retain and acquire new customers. However, many who work in management, feel they know what customers want. “We need more customers to grow our business.”

Why not learn more about customer and prospects? 
While that be true, many small business marketers get caught up in what we call, “disruptive advertising”. So, what is it? This form of advertising uses a variety of channels to reach out too many potential people hoping they will make a purchase.
For example, giving your email address to a company who abuses the relationship, and their name appears whatever site you click onto next. Because they do not know much about you, they assume eventually you may make purchase. In my opinion, that’s like playing cards with the deck of fifty-one.
Knowing the customer, in today’s small business environment, offers a wide range of opportunities to delve into individual preferences and behaviors of your prospects and customers. Why you ask? Today, advertising is a sales-driven, lead generation discipline. 
You can learn a lot about your customers by working your data.
Now that you know a few bits and pieces about a customer, where do you place this information? Is it a database? CRM? Or QuickBooks?
Suppliers of marketing automation offer a variety of solutions, but the cost and complexity are the biggest barrier to a small biz. True or False?
The answer will depend on what you want to purchase. For example, when buying a car, you may select a used car or a new car with all the bells and whistles. Depending on your usage, both will get you from point A to point B.
The main users of CRM systems are in the sales and support organizations in your small business. They are ultimately customer focusing tools, and they don’t do the actual work of producing and fulfilling orders.
The bare minimum goes along with the customer collected data. You’ll want to start with simple segmentation such as geography, product or service, amount, date and so on. It’s a great time to examine customer purchases and start building customer profiles.
Don’t forget: You’ll need something like Google Analytics to dig deeper in your data as you travel the path of the customer. With the use of digital marketing, the small biz needs to understand their target customers, prospective customers, location, and what they need and want. 

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Many marketing challenges confront a small biz every day. Not just any challenge, but how customers respond to and what you and your employees know how to use. Always ask yourself, “What can we add to our marketing data to see better results?” Learn more about their path selected on making a purchase and so forth.

Now that you decided to use a customer-centric marketing strategy, you’ll need an employee to focus on customer satisfaction. Customers are always encouraged to share information when using your company’s product or service. 

A customer has more control of the buying process than ever before. Therefore, you’ll collect more customer data. The customer can be your advocate and tell all their associates. Caution – unfortunately, the opposite is also a possibility.

You ask them a few key questions about their customer satisfaction. Did the product arrive when stated? Was the packaging up to their satisfaction? Then ask them, “Could you please answer the five short questions in our survey? Or forward the email address of that person?”

The advent of social media and many communication channels, will increase a company’s ability to collect better customer information, expose prospects to new product sources, and to collect more marketing data. Knowledge, learning, measurement and response, are the basic recommended tools within customer- centric marketing strategy for profiling prospects and customers.

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Custom customer profiles

At the center core of your business world are your customers. These customers need to understand your product and service features and benefits.
In turn, you need to know what they want and when or why they buy. There are the two main marketing elements incorporated into our customer-centric marketing strategy.
The second piece is a custom direct marketing strategy that is predicated on existing customer profiles. Analyzing the data and customer profiles, creating theories and testing these theories to determine which will work best, is the end-result of a customer-centric marketing strategy.
As additional customer information is collected, the strategy grows to remain in line with your company’s goals and objectives.
Finally, circling around in the outer core is the universe of a few tactical marketing communication channels available today. Some are the traditional channels, such as direct mail, display ads and print advertising. Other channels are social media and digital marketing.
All you need to care about or know about is what your customers prefer to use. It’s what your company says and how the message is delivered. That can make a significant difference in how your success is measured. 


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Marketing Communications Group, inc.     Sheridan, IL 60551     800.251.3608

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