The invention of customer relationship management (CRM) theory and later the introduction of CRM software has enabled nearly every organization to build somewhat of a customer centric marketing strategy. However, there are often pitfalls. This article will expose seven areas where companies often find problems.
Seven Pitfalls in Customer Centric Marketing Strategy
- CRM and/or marketing doesn’t have all of the data. Marketing professionals should be exceptional at collaboration. Finance and sales have critical input that can help drive communication which can help your prospect’s needs.
- The C-suite must support marketing-customer communication. Effective organizations are completely focused on delivering value to their customer. A customer centric marketing strategy requires communication between marketing staff and customers often. Some of the best customer insight I’ve been given is when I was a third party to the business relationship. In house or contracted marketing personnel need the C-suite support in gathering customer input.
- CRM must be aligned to the fundamental core function of the business. Nearly every for profit-organization’s core business function is to drive revenue and profit. A customer centric marketing strategy uses CRM technology to define who ideal customers are, what their needs are, and to position product or services in front of the right prospect at the right time. Tracking and reporting efficiencies in marketing communication through a integrated CRM technology platform.
- Marketing cannot be an afterthought in customer centric marketing strategy. Marketing’s primary focuses are to connect the business to the consumer. Marketing typically brings consumers and consumer data into the business. Being really close to the consumer is where marketing brings the most value. CRM is a great tool where marketing can collect data for further analysis and predictive planning.
- The 4Ps of Marketing are dead. In my article on the relationship between marketing mix and brand equity here, the Service Dominant Logic marketing theory is introduced. Marketing is no longer a tactical function but rather a customer centric communication channel to help grow your business. The customer focus should thrive throughout the bloodline of any great marketing department.
- Reputation. A common pitfall I have seen are when companies care more about their own status or reputation more than that of their customer. When organization’s customer centric marketing strategy is in line, company’s start thriving. They build or find solutions to help their customers overcome challenges. A customer’s reputation is important. So take care using content, quotes, videos, or case studies to make sure the content used is absolute accurate and approved by your customer.
- Understand your unique point of difference. I’ve worked for many companies that believe their point of difference is their customer service. While it’s possible that’s the case, I have only experienced real difference with companies who invest in delivering this as strong as Zappos has. Understanding your difference is important; however, understanding what that difference means to your customer is critical. Unique points of difference are what customer centric marketing strategy is all about.
Any organization that wants to grow in today’s world, must put the customer at the center of their success. Marketing is the only function that enables companies to place your customer at the center of every business decision.
Don’t have a marketing team to help make these decisions?