’s Taylor Goodman addresses what a customer-centric marketing strategy is and the challenges and benefits of putting the consumer at the heart of their organisation.
First things first, what does it mean
to be customer-centric? This is essentially when you put your audience’s needs and interests at the forefront of your marketing strategy.
It is all about how
you can mould your brand to your consumer’s ideals and
provide unforgettable service, helping to build a top-notch brand image. Let’s get into three benefits of taking a more customer-centric approach to your marketing:
1. Customer-centricity sets you apart from the competition
If there is any way you can set your business apart from its competitors, it's by providing the best customer service in the game.
Going above and beyond to please your audience, and doing so consistently will keep your brand top-of-mind. Buyers won’t even consider your opponents because your service will top theirs every single time
Taking this approach could be useful for small businesses trying to stand out from larger corporations. Why? Because they likely have fewer
customers than bigger companies.
This means you will be able to spend more
time nurturing the client-business relationship. This, in turn, can help you fine-tune your service to offer a more personalised consumer experience. And it is no secret that client’s love
that extra TLC.
Adopting a customer-centric approach means that you are more in touch with different markets' wants and needs. This should inspire you to look at unique ways to increase customer satisfaction.
Additionally, as you increase your awareness of your audience through customer-centric marketing, you can zero in on niche groups.
Doing this could help small businesses to cater to markets that bigger corporations may have overlooked.
2. Customer-centricity helps you recognise opportunities for growth
One of the biggest highlights of being customer-centric is that it can help you improve your business in the long run.
With this approach, you are able to work on tailoring your brand to what the consumer needs, which can help to identify areas where you could improve.
An example of how you could use your relationship with your clientele to improve your business is through customer surveys.
They can use this to review your service, comment on your strengths and give suggestions on where you can improve going forward. It is essential to then ensure that you actually
take their feedback to heart and work on improving any issues that the consumer might face.
3. Customer-centricity protects your brand’s image
A common tactic in customer-centric marketing is leveraging reviews — this is something that can either make or break your brand’s reputation.
However, if you are putting the consumer at the forefront of all your marketing efforts and providing outstanding service, they will have nothing
but good things to say about your business.
In this sense, customer satisfaction is like a cycle. One happy shopper could leave a positive review that another potential buyer could see.
After seeing this glowing write-up, this could encourage them to view your brand as one that is reliable and that offers high-quality service, which could make them more inclined to do business with you.
In this instance, your consumer-froward approach is reinforcing
your brand’s image.
On the other side of the spectrum, if you do happen to be met with criticism, customer-centricity can help protect
your brand image.
, as this approach increases your awareness of consumer needs and
helps to strengthen this relationship, you will be more inclined to be proactive, reach out and fix the problem as soon as possible.
As this client will have a foundation of trust that comes from nurturing this relationship over time, they may view this slip-up as just that
and may be more willing to forgive and forget. Do you look for the brands you support to be customer-centric? Be sure to let us know in the comments section below.
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*Image courtesy of Pixabay