Investopedia defines customer-centric as a business that, “ensures that the customer is at the center of a business’s philosophy, operations or ideas. These businesses believe that their clients are the only reason that they exist and use every means at their disposal to keep the client happy and satisfied.” Does that sound like you? The problem is, most marketing professionals realize the importance of customer centricity, and many even believe that they are customer-centric. In reality, however, too many are missing the mark entirely.
Marketers Understand the Importance of Customer-Centricity
In a recent poll, 68 percent of B2B marketers said that it was vital to their business to be customer centric. Another 23 percent listed it as “important”. A whopping 85 percent agreed that customer centricity required a mix of human and technological efforts. That seems to indicate that marketers get it, right? Well, read on …
Understanding Doesn’t Lead to Doing in Customer-Centricity
Among those respondents, 64 percent believed that they were, indeed, a customer-centric company. Yet only 53 percent (yes, just over half) were actively seeing input on what their customers wanted and needed from their brand. An eye-popping 40 percent considered these customer queries to be merely a “background activity”! It’s even notable that a full 7 percent of respondents did not currently focus on collecting information on what their customers want and need. That means nearly half of all B2B marketers aren’t practicing customer-centricity, even though they understand its importance.
How to Become a Customer-Centric Brand
Obviously, you don’t fit in that category. You know what it takes to be a customer-centric B2B marketer. Just as a refresher, the customer-centric business:
• Captures as much data as possible on what customers need and want from the business
• Uses data integration to link the data from various systems so that all of the data is centralized and universally accessible
• Analyzes the data to find better ways to meet the customer’s needs and give them what they want
• Uses the data to make better plans for future products, campaigns, and other efforts and initiatives
• Measures the results of efforts and uses that data to further refine tactics to make the business all about the customer
As you can see, a lot of your ability to achieve customer centricity lies in your collection and use of data. ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, Get a free data assessment today.