Customer-Centric Marketing — Chapter 2

Introduction

The notion of “customer-centric marketing” can seem vague or redundant at first glance. All marketing is about customers, right?

That’s true… in a way. But it’s not the whole story. Customer-centric marketing is actually a pretty radical departure from the way many marketing departments operate.

Think about it. How often are channel managers each working independently to optimize their own metrics -- whether it’s conversion rate, click-throughs, or likes -- without regard for the big picture? How often are merchandising or promotion teams working at cross-purposes to meet revenue goals?

If there’s any alignment, it’s around some idea of the “average” customer.

In contrast, customer-centric marketing is about understanding what makes your customers different and unique. It’s about looking past averages to the diverse “stories” in your customer base – and exploring how to maximize the value of each one.

Customer-centric marketing uses customers (not products, not channels, and not events) as the center of all analysis and decision-making. It embraces the all-important metric of customer lifetime value (CLV) as a platform for measuring the impact of marketing actions.

Customer-centric marketing is not a new concept. But e-commerce and data-driven retail have given marketers the tools to re-align their organizations around customer-centric principles. The potential payoff is huge: The opportunity to establish deeper, more meaningful, more profitable relationships with your customers.