Organisations need to put a firm stop to almost a century-old marketing effort centred around product and services.
What they need is a customer-driven firm. To stay relevant in today’s world, there has to be a disruptive transformation of your product-driven enterprise into a customer-focused one.
If you are wondering why your sales have dropped, and your cost of customer acquisition went off the roof for a while now, the answer is in your marketing approach. You need a 360-degree shift from transactions to relationship building.
Becoming a truly customer-centric business takes time, but you can start small.
Amazon, Netflix, and Zappos are examples of customer-focused brands. They are obsessed with creating a culture around the customer and their needs.
How do you build a customer-centric department?
- A mindset shift. Everyone in your organization must understand the importance of the intended marketing transformation. Sometimes this might involve overhaul or alteration of existing business models. Without a shared vision and a sense of responsibility to implement, a customer-focused enterprise is unattainable.
- Re-design your customer journeys (mapping out different behavioural scenarios of your customers using existing data.). This is important to make the buying experience easier for potential leads.
- Have someone leading the transformation.
- Establish a live feedback loop from customers to employees.
Why the shift?
- Cultivating customer relationships is a proven way to ensure business continuity and overall sustainability.
- You strengthen a two-way communication line, providing your organization with insight to deliver products that carry the most value to your consumers.
- Allows your organization to think of functions and not job titles. Eliminate organisational structures standing in the way of a free flow of information with your customers.
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