Marketing texts and gurus talk a great deal about the importance of a customer-centric approach to marketing – and business in general. The benefits of customer-centric marketing are almost self-evident. These benefits include: Maximising demand by creating products and a customer service model that meets or exceeds customer expectations – thus maximising sales. Facilitating differentiation […]

Marketing texts and gurus talk a great deal about the importance of a customer-centric approach to marketing – and business in general. The benefits of customer-centric marketing are almost self-evident. These benefits include: Maximising demand by creating products and a customer service model that meets or exceeds customer expectations – thus maximising sales. Facilitating differentiation and the customisation of the media and messaging strategies – thus minimising marketing costs. Facilitating adding value and creating a brand that will readily engage the target market – augmenting margin and the average sale maximisation. Understanding the customer journey and identifying opportunities for improving operational efficiency – thus reducing costs. While many marketers and business people consider these and other benefits of a customer-centric approach to marketing self-evident, few businesses could reasonably be considered customer-centric. While many businesses I come across consider themselves customer-centric – claiming to’ listen’ and undertake market research – few…