Being “customer-centric” is common sense. It’s similar to being “goal-oriented,” “data-driven,” or “user-friendly.” Assuming you want your company to profit and succeed, why would you not want to be those things?
Most marketers and salespeople understand the theory of customer centricity well. It’s simple: put the customer at the center of all you do — your programs, your product design, your content strategy, your culture. But despite the perspicuity of the concept, few companies have a complete strategy in place and the tools necessary to execute.
According to a report by VentureBeat Insight, 96 percent of marketers have a hard time understanding their customer base. When customers feel disengaged or under-served, they leave. You might be struggling with customer-centricity if you identify with any of the following symptoms:
- Prospects don’t trust you enough to opt-in
- Low engagement with content and campaings
- High opt-out rate for email marketing
- Shrinking profit margins
- Higher-than-normal customer churn
The following infographic divides customer-centricity into four distinct components to give you a better idea of the tools and strategies necessary to succeed.