has marketing forgotten about the customer? breakfast seminar 20th june 2014
DESCRIPTION
Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling 'micro targeting'; it's a hot topic! Strategy Director Pete Edwards seeks to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?TRANSCRIPT
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?
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