Here's something to think about as you strive for the most efficient, effective marketing program this year: Is your marketing "customer-centric" or "customer-first"?
"Customer-centric" means putting customers at the center of all marketing promotions, with relevant messages being sent to them. "Customer-first" means using customers' goals to guide decisions about the marketing approach; this type of marketing puts the customer's long-term interest above the company's short-term conversion goals.
A major study of 2,400 U.S. consumers by Marketing Sherpa indicates that the difference between satisfied and unsatisfied customers comes down to one basic thing: putting customers first. The results of the study found that the main reason customers were satisfied with companies was, "I consistently have good experiences with it." The main reason customers were unsatisfied with companies was, "The company does not put my needs and wants above its own business goals."
When asked, "Of the companies you interact with, how many put your needs before their own interests in marketing?" 77 percent of consumers answered either "None" (8%), "Very few" (28%) or "Some" (41%). When asked, "How important is it for you that the marketing of a company you do business with puts your interests before its own?" 85 percent thought it was "Moderately Important" (29%), "Important" (34%) or "Very Important" (22%).
The results of the study certainly seem to validate the fact that putting customers first is a winning marketing strategy. For more about Marketing Sherpa's study, visit: https://www.marketingsherpa.com/article/chart/customer-centric-versus-customer-first
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