has marketing forgotten about the customer? breakfast seminar 20th june 2014

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?

Vs  

Vs  

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