Customer-centric marketing refers to the provision of individualized communication and experiences that encourage customer retention as well as foster loyalty among customers, hence leading to increased profits and sustainable business growth.
For one to be successful in personalization programs, he or she must rely on information and analytics while making their companies customer centric is also key in determining whether they will achieve their goals or not.
Tailor Your Website
It feels like everything is made just for us – from product suggestions on ecommerce sites to personalized hotel listings on travel websites. This type of targeted messaging forms the foundation of customer-centric marketing.
Chick-Fil-A is a great example of putting the customer first. They prioritize loyal customers starting with when they order online or at the drive-thru window until their meal is handed over to them along with a genuine “thank you” and “goodbye”.
Personalization should be engrained into every brand’s DNA and must be supported by top management commitment coupled with cross-functional alignment throughout an organization. A possible way of achieving this would involve setting up KPIs which revolve around clients thereby making it part and parcel of measuring customer experience such as loyalty program signups; lifetime value metrics for customers or supporting measures performance indicators.
Customize Your Emails
Email personalization boosts the performance of email campaigns through higher conversion rates by delivering more relevant messages based on data such as consumer demographics, purchase history or browsing behavior so as to increase engagement levels among them thus leading to improved conversion rates too.
Getting closer with your customers is one major step towards becoming more customer centric. You can do this by listening to what they have say about you and conducting research about them – either qualitatively using interviews, focus groups etcetera; quantitatively through surveys or even getting feedback directly from current buyers via social media platforms like Facebook & Twitter where people share their opinions freely. Active engaged leaders are critical in fostering an employee driven customer oriented culture that ensures satisfaction comes first for all.
Personalize Your Social Media
Customized social media experiences can attract more of the right kind of customers and engage them longer, thus increasing customer lifetime value while driving brand loyalty up.
Use demographic and behavioral data to craft messages that speak directly into the hearts (and wallets) of your target audience. For instance, if you notice one loyal client seems particularly excited about a certain item stocked by your store, give them an exclusive discount on it!
Customer centricity can be transformative for organizations if done right – they should then adopt metrics like Net Promoter Score (NPS), Customer Satisfaction Index (CSI) or even Customer Effort Scores (CES) to gauge how well these approaches are impacting business outcomes which revolve around people.
Make Ads Personal
Good advertising is all about knowing whom you’re talking to; therefore personalizing content based on individual interests, needs and preferences allows one capture their attention faster than using generic materials would do.
Companies that put customer experience at the forefront record higher sales figures together with profitability coupled with increased loyalty from such clients too. Unique experiences might even turn customers into brand evangelists who help acquire new ones at lower costs per acquisition for businesses.
In order to truly implement a customer-centric approach, one needs to change everything about their business that influences customer experience; this includes but is not limited to process reengineering and cultural transformation as well as making use of customer feedback in the decision-making process. Making your company culture centered around the customer is the best way for it to last long; you can do this by setting “customer focus” as one of the core values on your website which will be visible to all staff members.
Make Your Marketing Material Personal
Personalizing marketing collateral so that they are relevant is one of the pillars of a client centric marketing strategy since it improves engagement, deliverability rates and ultimately drives up sales numbers. According to Forrester research companies who prioritized customers over everything else experienced an increase in revenue growth between 4%-8%.
To personalize a marketing material requires deep knowledge about who you are addressing at each level within your audience. To illustrate, if Sarah has previously bought dresses and pyjamas from your store then next time round customize emails showcasing these products or recommending similar designs that might interest her.
Combine qualitative with quantitative data collection methods during research stage aimed towards understanding more about your target audience’s wants, expectations etcetera while also receiving input through surveys support calls among other channels.
