Customer Centricity

Question 1:

Satisfied customers aren’t enough.  To drive profitability organization must generate customer loyalty and orient the entire organization around that mission. 

The main idea of this article is to discuss the role of marketing function in:

• Improving customer centricity in their organization.

• Advocate their customer orientations to other organization representing their own actions.

Customer centricity is a key to future growth and profitability to any organization.

Customer Centricity means creating a positive customer experience at the point of sale and post-sale. A customer- centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.

Post-sale means after sales

For example, you'd want to buy something from a company that offers post-sale services, such as a warranty.

In order to improve customer centricity and advocate customer orientations marketing functions need to explore in the following areas:

➢ Insight

➢ Customer Advocacy and people

➢ Process and organizational design

Insight:

Insight means gathering information from people with different backgrounds, experiences and feelings with intent of finding out how consumers may respond to a certain product.

Customer Insight is one of the most important obligations for marketing department in any organization. Customer Insight is the collection, deployment and interpretation of information that allows a business to acquire, develop and retain their customers.

Customer loyalty is the best indicator of future customer economic behavior and profitability.  Returning customers and those to whom they refer to the business keep the cash register ringing.

Organization should have loyalty mindset. Know the lifetime value of the customer. (i.e. know his behavior, attitude and lifestyle).

Customer insight doesn’t just happen; it’s the result of different disciplines...