Customer-Centric Marketing — Chapter 5


Why Customer-Centric Marketing Matters

What are the benefits of customer-centric marketing? Customer-centric marketing is not just about building “better” relationships with your customers (although longer-term customer satisfaction is certainly a likely outcome). It’s also a source of lasting competitive advantage for marketing teams.

How so? Customer-centric marketing enables marketing teams to take the LEAD with four key benefits:

Loyalty: Establish deeper, more meaningful connections with your customers by tailoring your messaging and offers to their needs – and keep them coming back long after their first purchase.

Efficiency: Invest in the acquisition channels, campaigns, and partners that will help you acquire high-value customers. Avoid costly “batch and blast” discounts by using promotions only when they’re needed – for the right shoppers, and at crucial moments in the customer lifecycle.

Agility: Engage with customers at the right time, on the platform that’s most relevant to them, with the message that’s most likely to resonate at any given moment in time. Be able to react rapidly to changes in customers’ behavior or preferences.

Differentiation: Stand out in a crowded marketplace by moving past generic offers and messaging. Capture and maintain mindshare through a personalized approach.


Applying the Customer-Centric Approach


  Non customer-centric marketing approach Customer-centric marketing approach
Email marketing Product- or event-focused emails (sales, new merchandise, holidays) that are not segmented; batch-and-blast promotions to drive revenue Lifecycle marketing (read more here); targeted discounts at key moments in the lifecycle, and to select customer segments, to deepen brand relationships
Omnichannel marketing Independent approaches across different channels and platforms. Separate metrics for in-store and online optimization, or for mobile/tablet and desktop platforms. Single, unified view of the customer -- and seamless user experience -- across channels. Ability to tailor communication on one platform to a user’s engagement on another.
Predictive analytics Forecasting sales by product line or revenue by channel. Predicting customer lifetime value (CLV) based on a customer’s first purchased product or acquisition channel; identifying which customers are most likely to churn.