Modern businesses are embracing customer centricity by forgoing traditional business-driven strategies and adopting more customer centric marketing strategies. For a customer-driven business, keeping the customers happy is only a part of the equation. For a long-term success strategy, companies must understand current customer needs and wants, and ensure that the right internal and customer-facing strategies, processes, and marketing initiatives are in place to satisfy them.
Today, one of the key challenges that organizations face is the difficulty involved in categorizing and segmenting the enormous amount of customer data available. While some companies lack systems and technology to segment and profile customers, others do not possess processes and operational capabilities to target them with personalized communications and experiences. But the most common, and perhaps the greatest barrier in implementing customer centric marketing strategy is the lack of a customer-centric culture in the organization. At most companies, the culture remains either sales-driven or product-focused. In many cases, customer centricity is considered a priority only for certain functions such as marketing. To successfully implement a customer centric marketing strategy, organizations must have a culture that aligns with it and leaders who deliberately cultivate the necessary mindset and values in their employees.
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How Brands Can Incorporate Customer Centric Marketing and Selling Practices in Their Organization?
Direct Interaction with Customers
Interacting with the customer, directly or indirectly, helps employees to gain a better understanding of their customer needs. This practice of customer centric marketing also facilitates learnings from the past periods and plans for the next. Most organizations’ business models probably don’t allow for direct employee-customer contact, but leaders can still facilitate interactions by letting employees observe focus group, sales, and support calls, and participate in customer events including industry conferences and advisory board meetings.
Link Employee Culture to Customer Outcomes
Managers will be motivated and equipped to cultivate a customer centric marketing culture if they know its’ impact on the results. So, companies must ensure that they establish and track the link between culture and customer impact. It is important for businesses to encourage employee engagement and satisfaction so that the employees are committed to improving the customer outcomes of the company.
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Democratize Customer Insights
To encourage customer centric marketing or inculcate a customer centric culture in an organization, every employee must be made to understand the company’s customers. All employees must be given equal access to customer insight rather than restricting data to the sales and marketing teams. Businesses can start by creating a customer and employee experience team, to facilitate customer understanding. Employees must be encouraged to go to listening stations in the office where they can listen to customer calls and understand their feedback. And at every all-employee meeting, leaders must give an update on the company’s customer experience delivery. This is one of the key steps to promoting a customer centric marketing culture in the organization.
Promote Customer Orientation
It is vital for an organization to communicate customer-centric practices and mindset as a clear priority to the employees. Not just in the case of existing employees, but even the new employee must be aligned to customer-centric marketing strategies and practices.