Think your company is customer-centric? Here’s why you’re probably wrong
If we were to ask you whether your company is customer-centric, you’d no doubt answer with a resounding “yes.” But we think there’s a good chance you’re wrong.
In our decades of teaching and consulting, we’ve noticed that most companies make four mistakes that prevent them from creating and implementing a winning strategy to acquire, develop, and retain their highest value customers — in other words, mistakes that prevent them from truly being customer-centric. Luckily, we’ve also realized that there are four simple fixes that, if implemented, could help companies become more customer-focused and successful.
Mistake 1: You focus too much on “the customer”
As marketers, we’re conditioned to think of customers as kings, to put them — each and every one of them — at the center of our efforts. The result? We end up treating customers as a single, monolithic entity, and we measure our company efforts based on the least satisfied among them. But not all customers are created equal. The fact is, no matter how much time, money, and resources you throw at some people, they will always remain somewhat indifferent to your products or brand.
Fix 1: Celebrate customer heterogeneity
Fixing this mistake starts with a mindset shift: you need to accept that there is a hierarchy of customers and some are far more valuable than others. Once you’ve made that mindset shift, you can start doing two important things.
First you can get better at identifying where your existing customers fall on the spectrum, from highest to lowest value. We have so much data at our fingertips about our customers that there’s no excuse for not being more nuanced in our handling of the information about them. Armed with these insights, you can then start tailoring how your company interacts with them. Should someone who bought something from you months ago and hasn’t engaged since get the same attention as your most loyal customers? Absolutely not. If your customers are heterogeneous, so too should be your approach toward them.