Customer-centricity & data – A How to Guide

It’s the one topic that keeps popping up again and again in your LinkedIn feed, Twitter and perhaps even on Facebook if you follow companies and consulting firms. So why do so many companies struggle to get it right? What are the barriers preventing companies or organisations from delivering a customer-first experience?

At Marketing Cube we work with some of Australia’s best known brands to help them deliver a unique CX. In a blog post I recently read from Marketsoft, Mark Iremonger of iCrossing UK presented the following idea:

So, how do you know whether your organisation is customer-centric? Well, I would start by being honest about whether you really know who your customers are. For example, who are your most valuable customers; what are they like; who are your most loyal customers; what do they need?

There are still brands who express their customers in broad buckets, such as “16- to 55-year-old women” or “mums”. If you work with such a general group, it’s hard to get to know them, other than on a most basic level. Compare this with “women over 60 who take regular holidays”. This gives us a much smaller group to work with and makes it possible to develop a much better view of what they need.”*

Your ability to segment contacts based not just on their profile, but also their Digital Body Language is key to customer-centricity. There’s no point emailing a contact with an offer, when their digital “behaviour” suggests there’s no interest in what you’re offering. This level of detail or granularity in a person’s Digital Body Language is possible and Oracle Marketing Cloud (Eloqua) customers can do this easily.

This often means convincing the executive team that emailing the entire database with an offer is not a strategy, but more of a “spray and pray” or “batch and blast” approach. There are very few faster ways to build your unsubscribe list.

So, to be customer-centric we need to reduce the number of people we reach, thereby allowing us to focus on a smaller group that is better understood. By doing this, we create the opportunity for greater relevance and resonance. It becomes simpler to identify customers’ needs and create a memorable moment with them.

Digital has given us an opportunity to do just this. It allows us to dig into more data to understand who our valuable customers are, how they behave and what their needs are. It has created the possibility of switching from one campaign for 1m people to making 10 for 100,000, or even 1m messages for 1m people, experienced at the right time, in the right place and way.

By definition, this is a truly customer-centric approach, based on customer need, not love. Love may grow between the brand and consumer, but it is not the starting point of the relationship.”*

In an effort to help our customers execute this type of capability within their digital campaigns, we’ve invited Marketsoft to present at our November Meetup. This casual events provides an avenue for Modern Marketers to discuss ways their campaign can become more customer-centric. It would be great to see you at our November Meetup.

Does this blog post resonate with you? Join us at our November Meetup & meet the team from Marketsoft for a “How-to” evening in data for Modern Marketers.