Deliver customer centricity

How to shape the business around the customer

Takeout1. Don't try to appeal to everybody. 2. Engage every part of the business around customer data. 3. Use digital data from content. 4. Combine metrics with business objectives to bend the business around the customer.Engage every function around customer dataAuthenticity is not about mass appeal, it’s deliberately about appealing to customers who connect with the business’s purpose.This has created the imperative for transformative marketing.Marketing must engage every business function around customer data, directly aligned to business goals, delivered consistently through content and conversations.It is only then that an authentic relationship can exist between the customer and the brand.

"Who do I want to be? Because if I act like the person I want to be, the word will get out."

Seth Godin

Make meaningful customer data a part of every function’s metrics

The role of marketing is more powerful today than ever.From having a seat in the C-suite to being accountable for ROI and revenue, marketing will continue to be the department undergoing the most dramatic shift. This transformation equips today’s marketing leaders to be primed to drive the change to a customer-centric organisation.

The digital age has not only changed customer behaviour... it’s made customer data easily accessible, creating a new cross-functional language out of data and analytics.Marketers can now prove the value of content and engagement and talk about customers in a way the rest of the business can understand.When you combine metrics and influence, the business naturally bends around the customer.

"There are now tools available which give us far greater understanding of who we are talking to, and enable us to engage them on a one-to-one basis, rather than relying on a general message that ticks all boxes."

Tom Hughes, Allianz

Customer metrics become part of business metrics, and just as CFOs use profit and loss data to drive business decisions, so the business responds.

"If you can quantify engagement, any CFO in the world will pay attention."

Jim Stengel, Rethink

When the transformative marketer’s vision is realised

Marketing leaders are trusted advisers.

Customers are genuinely connected to the brand.

Cross-department leaders are connected to value.

And the entire business culture is connected around the customer.

Welcome to a transformative future.