How to Develop a Successful Customer-Centric Marketing Strategy?
If your business adheres to best practises in marketing, you’re probably already conducting user research, gathering customer feedback, and considering how to turn prospects into customers by using focused and tailored communications.If so, “customer-centric marketing” might just be a fancy way of saying marketing in general. But going one step farther than all of that is a customer-centric marketing plan.
To create leads and fill your sales pipeline, customer-centric marketing involves more than just getting to know your potential customers. It describes a marketing strategy that is more concerned with your consumers’ needs than with the company’s.
What does “customer-centric marketing” entail?
Customer needs and interests are given top priority in all marketing decisions, including those involving advertising, selling, and promoting goods and services.This is known as a customer-centric marketing strategy.
Understanding the reasons why your customers need what your business offers is essential for effective customer-centric marketing. The objective is not only business expansion, but growth that is motivated by demonstrating to customers how your good or service can enhance their daily activities or quality of life.
And it works: McKinsey discovered that “businesses with a customer-centric, data-driven marketing and sales platform boost marketing ROI by 15–20 percent or more.”
Growth-promoting and competitive differentiating, customer centricity.
When preparing their plans and campaigns, customer-centric marketers place a strong emphasis on three key goals.
1. Client satisfaction.
Even if they don’t use your product, customer-centric marketing is all about giving your consumers the reins and assisting them in being their greatest self.Gainsight is a business that excels in doing this. Through Gainsight University and their Pulse conferences, they have established a network for customer success experts to advance their knowledge and talents.
Gainsight has established themselves as the industry authority on customer success knowledge thanks to this network, making them a leader in the field.
Gainsight’s marketing staff aims to advance the goals of the customer success sector as a whole, rather than focusing solely on evangelising about Gainsight’s advantages.
2. Support for clients.
Organizations engaged in customer-centric marketing thrive on support. They put a lot of effort into determining what their clients’ true needs are for the connection, and they fight for them both inside and publicly.This could entail developing more tools to assist them in doing their tasks more effectively, or it could take the form of sharing a client’s achievement on social media to help spread the word.
When done well, lobbying works both ways, as Jill Rowley explains: “You need to design experiences that elicit emotion. Support is reciprocal and merited. Advocate for your clients so that they will want to do the same for you.
3. A long-term plan.
Many marketing companies base all of their evaluations only on the amount of qualified leads they generate and funnel into the sales pipeline.This can result in some quick fixes meant to draw clients in, but these strategies are frequently ill-advised. They don’t establish a long-term relationship, even though they might introduce your sales team to a customer.
In favour of providing long-term value, customer-centric marketers steer clear of these quick gains.
Bill Macaitis states it succinctly: “Marketing methods that no one likes are driven by a tight emphasis on leads (to the exclusion of all else. The integrity of your brand is diminished by these strategies, and you end up with more haters than fans, which is bad news for your long-term success!
Making a customer-focused marketing plan.
Customer-centric marketing necessitates deliberate action; the transformation does not occur automatically. Here are some actions you may take to reorient your marketing toward your target audience.
First, focus on senior leadership.
A change in corporate strategy is always more effective if it has the backing of those in the highest positions. Teams that are motivated by their leadership will prosper in a setting where people are supported and heard. They will then “handle the customer experience with the same level of care and understanding,” says Macaitis.The essential ability needed for this inspirational leadership is “centeredness,” which Bain defines as “a frame of mind that enables leaders to remain cool under stress, empathise, listen profoundly, and remain present.”
All of these characteristics are necessary for client centricity. Employees feel secure reflecting these traits to consumers when leaders exhibit these traits inside.
Senior leadership at Help Scout actively engages with consumers, exemplifying customer centricity in both their words and deeds. Denny Swindle, a co-founder, says, “We started this business because we want to empower our clients and make their lives easier.”
“Through support, we stay in touch with clients and hear what they have to say. By making business decisions, enhancing products, and designing new things, each of us has the ability to contribute to problem solving.
Offer possibilities for direct user communication and share customer testimonials to nudge your senior team toward the customer, even if they aren’t initially entirely on board. Making relationships and demonstrating the effectiveness of customer-centric marketing will help you get them one step closer to your ultimate objective of receiving their full support.
Consider using the platform for customer service that your staff and customers will adore.
Help Scout teams may be set up in a matter of minutes, are twice as productive, and can save their annual support expenditures by as much as 80%. To find out what it can do for you, begin a free trial.
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