What is Customer Centric Marketing?

This will be the first in a series of posts dedicated to the concept of “Customer Centric Marketing” and how businesses can use it to win in the online marketplace.

Customer Centric Marketing  is the process of crafting ALL marketing messages to address your “Ideal Customers” from their point of view, looking back at you. This is the old, “Try walking in my shoes” idea. Customer Centric Marketing is the key to any good content marketing strategy.

On the contrary, “Company Centric Marketing” is defined as looking out at your customers from your point of view. I affectionately refer to Company Centric Marketing as the “Me Monster.” I’ll talk more about the me monster later.

At WINNOVATE we frequently engage in guided brainstorming sessions with our customers that focused on how to present their businesses to prospective Ideal Customers online.  In these session, one question I always ask is, “What is the most important thing you want people to do when they encounter your business online?” Online encounters include arriving at your website, seeing your social media posts, etc.”

When first presented with this concept, 90% of customers say, “We want them to learn more about our company.”  While learning more about your company is important, it isn’t the ideal next action you really want prospective customers to take when they encounter your business online. The most important thing businesses need prospective customers to do is engage with their business as soon as possible during an online encounter.

What Does Good Online Engagement Look Like?

Depending on your business model, online engagement might include any of the following:

  • making an online purchase,
  • filling out a contact form requesting more information,
  • calling the phone number they found online to talk to your sales team,
  • starting an online chat with your sales team,
  • liking, following, and/or commenting on your social media post across various social media channels,
  • signing up for email offers & updates,
  • and a long tale of other engagement opportunities.

Do You Know The Top 3 Online Engagement Types For Your Business?

Here’s a simple mapping process to help you find out:

  1. Document a list of all the engagement opportunities you can think of that are relevant to your business,
  2. Rank the list by priority of profitability to your business,
  3. Share that list with your circle of trusted advisors (including customers & vendors if possible)
  4. Then revise it based on their feedback.

What is the Me Monster?

I’ll end this post with a little humor that illustrates the negative perception you can put forth online by not marketing to your prospective customers in a way that makes them feel like you really care about their wants first.

One of my favorite comedians is Brian Regan.  His comedy is clean enough for my children to watch which is a bonus. Brian has a bit called the “Me Monster” which illustrates the natural tendency for people to want to impress others.  I’ve embedded the YouTube clip of the video below.

WARNING: Only watch this in a place where uncontrollable laughter is acceptable.

Do You Know Any “Me Monsters” or “Moon Walkers?”

I’d be curious to know which business you think are “Me Monsters” or “Moon Walkers” based on your encounters with them online, on tv, radio, and elsewhere.

Leave a comment below and tell us what you think.  

The next post in this series will focus on how to use customer centric marketing to improve online engagement with your target “Ideal Customers.”

21 Comments

  1. Erin Logan on February 14, 2015 at 2:06 pm

    Nice post Mike! I love Brian Regan.

    • Mike Mitchell on February 16, 2015 at 11:51 am

      🙂

  2. Josh on February 15, 2015 at 10:34 am

    Mike:

    Love the post, I found the information to be thought provoking and started to jot down some notes so that I can take further action myself. Keep them coming!

    • Mike Mitchell on February 16, 2015 at 11:50 am

      Thanks Josh. Glad it was helpful.

  3. Beth Perry on February 16, 2015 at 9:30 am

    Good read.

    • Mike Mitchell on February 16, 2015 at 11:50 am

      Thanks Beth.

  4. Zach Smith on February 16, 2015 at 11:38 am

    Good read, I would perhaps summarize the video in a subsequent paragraph, for the people who won’t take the time to actually watch the video. A four minute skit + the content in the post would take around ten minutes to fully digest. Some people may just not take the time to fully read and watch. The “me” monster concept then isn’t talked about until 3 headlines that follow. For someone who skips over the video, this may be cause to disregard the post entirely

    Content was very informative,

    Good Job Mike.

    • Mike Mitchell on February 16, 2015 at 11:49 am

      Excellent feedback Zach. I’ll continue to revise the post based on your suggestions. Thanks again for your suggestions.

  5. Mary Guccione on February 16, 2015 at 6:11 pm

    Mike,
    Great post. You are, as always, engaging and thorough. I think as business owners and marketers, sometimes we get trapped in the ‘Let me tell you everything about me and what I offer’ instead of engaging with our clients and giving them all the reasons they can’t live without us. I clicked on one of your article links and it was a great ‘refresher’ as well.
    Keep up the good work.

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