Has marketing forgotten about the customer?
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Nov 01, 2014
Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling 'micro targeting'; it's a hot topic!
Strategy Director Pete Edwards seeks to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?
Strategy Director Pete Edwards seeks to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?
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Transcript
Has marketing forgotten about the customer?
Customer-Centric Marketing?
Marketing Starts With The Customer
WHATIS
CUSTOMER-CENTRICITY?
Customer-centricity as…… !
1)….an organisational approach to product development !
!
!
2)….customer experience
3)….segmenting customers by their value
mar$ket$ing!
Customer Needs
Product Attributes
1) How many companies have a truly deep understanding of their customers?
!
and !
2) How many of these companies execute this understanding across all relevant touch points of their organisation?
The Product-Centric Vs. Customer-Centric Debate
Losing sight of the Customer?
“develop new products…without looking outside your company or at your customer’s
unmet needs."
Product-centric Vs Customer-centric comms
Losing sight of the Customer?
Customer-centricity as customer experience
Losing sight of the Customer?
Versus
DCustomer Centricity for Profitability
Losing sight of the Customer?
Who’s right? !
Truly understand your (real) customers needs and motivations
!
Demonstrate this understanding by ‘owning’ the customer at every touchpoint
of your organisation !
Thanks For Listening
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