Customers are 90% what makes a company. It does not matter if a company or a brand has impeccable quality or an attractive business model. When there are no customers to serve, the business goes down the drain. This is exactly why businesses should have an overriding, conscious effort to be customer-centric.
In reality, being customer-centric is something every business does whether they are aware of it or not. These days, though, being a so-called “silently customer-centric” brand no longer works, especially with the onset of digitalisation. Everyone is online now, which means there is an open relationship between brands and customers.
Predictably, then, businesses now try to craft marketing campaigns that are customer-centric. These campaigns are fairly easy to launch because it is the objectives, not the strategies, that differ. Here are the basic principles for creating customer-centric campaigns:
Consider the demographics of the customers.
Who are the customers? What do they want and need? How do they like receiving information? These are only some of the basic questions that must be answered before launching a marketing campaign. Usually, businesses ask these questions just so they can release the correct ads and shout out appropriate messages. But in a customer-centric campaign, the answers to these questions can help a business owner identify with customers, and offer services that suit them.
Be conveniently accessible.
Most customers refrain from availing of a particular brand or service because of the inconvenience involved when dealing with the company. Marketing campaigns should therefore focus on highlighting how customers can communicate with the company when purchasing products or availing of services. This should be easy because there now are online means through which customers can place orders and pay. Brand owners must be able to show that they can cater to the needs of the customers no matter their location or other hindrances.
Encourage interaction with the customers.
Marketing campaigns are known for being brand-centric. The advertisements and messages all emphasise what the product or service is about. The statement says, “Buy this”. In a customer-centric marketing campaign, there is an effort to engage the potential buyers. Thus, the statement transforms into, “Are you willing to buy this?” This is likely to get more attention and reaction from the target customers, because they feel their opinion is valued, and that what they want will be delivered to them.
Work with a relatable and engaging advocacy.
Advocacies are widespread these days due to an increase in brand sociability. There now are social issues that brands and companies support, which they incorporate in their marketing campaigns. There is nothing wrong with this, as most customers support certain advocacies as well. It makes them identify easily with brands that relate well to their advocacies and principles. Marketing campaigns, therefore, must also consider incorporating a sense of social responsibility to engage more customers.
Ensure the security of the customers.
Due to digitalisation and the rise of online businesses, security has become a priority for all customers. They have become focused on how safe transactions will be, as most transactions involve transferring money to an unknown party, and simply waiting for their purchase to arrive. The risk is so great that marketing a company or even just a brand online is difficult. Therefore, customer-centric marketing campaigns must be able to highlight the security of the transactions that clients will engage in. Government certifications and affiliations with known financial institutions are helpful. The goal is to make sure that the customers do not doubt the credibility of the brand so that they do not hesitate to conduct business with the company.
Ultimately, launching customer-centric marketing campaigns should not be difficult because companies are hardwired to care about what their clients need. After all, businesses are inclined to deliver services or develop products that get them more customers. Then, they launch marketing campaigns to inform potential buyers of their new offers. All that remains, then, is to focus on the customers and their needs.
Customer-centric marketing campaigns are, on top of everything else, an effort to connect with clients in a way that makes them feel valued, not only because of their purchasing power but because their satisfaction is the business’ reward. Buyers these days are very particular with feeling important or that they matter, and knowing that a business would make a conscious effort to make sure they were satisfied. Feel free to get in touch with us—we have some great ideas for incorporating customer-centric strategies into your marketing plans.