Posted on February 24, 2016 at 8:00 AM
Why being customer centric trumps the product-centric model
The customer is always right, right?
This often repeated maxim, popularized by the esteemed Marshall Field’s department store in the early 20th century, was a novel idea in that buyer-beware era, and it has since become a cornerstone of great customer service.
In this age of transparency, real-time tweets and the coveted five-star reviews, customers are more informed and more empowered than ever before, and businesses are scrambling to up their customer service game.
So, right or wrong, the customer is the boss.
Consequently, businesses today are shifting their focus to their customers, rather than the products or services they provide. “It’s not about you, your brand, your product, your services, your story; it’s about the consumer, their wants, their preferences, their needs, their story,” says Glen Gilmore, a strategic consultant ranked as a Forbes Top 20 Social Media influencer two years in a row. “It has always been and will always be about the customer. Social helps amplify this point by letting consumers share their experiences in very loud and transparent ways.
Gilmore, who often provides social media marketing strategy and training to Fortune 500 members, sees the rise of social media and digital as an opportunity for companies to enrich and enhance their customer relationships.”
“Consumers have a staggering number of choices at their fingertips – literally, at their fingertips,” says Gilmore, who also is an instructor of Digital Marketing, Emerging Technology, Crisis Communications and Social Media Law at the Rutgers School of Business. “Digital and social give companies, big and small, a unique opportunity to differentiate themselves in ways that enhance the consumer experiences, deepening brand awareness and customer loyalty. Customer retention and development require a customer-centric approach – one that delivers the experiences, products and services the way the customer wants it, where they want it and when they want it.”
Read the article in its entirity by downloading the August 2015 issue of Connect HERE.
Taken from the article “Reverse Engineering,” originally published in the August 2015 issue of Canvas