In recent decades, consumer society has evolved in an extraordinary way thanks to technology. This has allowed consumers to access more suppliers, obtain more information and, in turn, establish two-way communication. All these advances have given them greater decision-making power, making them value many more norway phone number resource aspects besides the price of a product or service. In a market in which it is increasingly difficult to stand out from the competition due to price or quality, it is necessary to modify the company's philosophy in order to attract and retain customers. This is where the concept of Customer Centricity comes into play, or in other words, putting the customer at the centre.
Although it may sound like something very modern, this term was already coined in 1967 by Lester Wunderman when he defined Direct Marketing. Customer Centric Marketing or customer-oriented marketing, as its name suggests, is an ideology that puts the customer at the centre. Its objective is to create positive experiences for the consumer throughout the entire purchasing process, from the first contact to post-sale, based on extensive knowledge of consumer behaviour. The customer is the end, who must be listened to and attracted to products designed for him.
This philosophy of putting the customer at the centre is positioned as the best guarantee of an organisation's stability over time, as it is an excellent way to adapt to changes much faster than the competition and also to create brand value through personalised customer experience . In addition, 84% of businesses that apply this strategy claim that their profits have increased faster. But are companies prepared to undertake the necessary transformation process?
Probably not. The process is long and complex. A titanic challenge consisting of completely changing the company culture and making it permeate all the people who make up the company, starting with Management and moving on to the rest of the departments. Everyone, absolutely everyone, must adopt this philosophy as a working method and a driver of decisions.
The first step to achieve this would undoubtedly be to increase empathy, a term that the RAE defines as: “The ability to identify with someone and share their feelings.” But this does not mean focusing on all customers. It would be reasonable to take into account Customer Lifetime Value . This means discriminating between customers, focusing on the most profitable ones in order to listen to them, because, in the end, they will be the ones who will significantly increase profits.
Throughout this article we will present what we consider, based on our experience as B2B Consultants and as commercial strategy mentors , to be the 6 keys to establishing the Customer Centricity mentality .
