Customer Centricity as a Marketing Trend

The overall theme of our meeting with Anders Bjorklund, CEO of Zooma, was how to capitalize on good marketing through customer centric views. People want companies to understand what it’s like to be them. They want a company that will treat them exactly how they want to be treated. Can you think of a company that does this for you? The answer is probably not. Although this may seem like an unattainable goal, it truly isn’t. We, as consumers, are not very spoiled. It’s easy to impress us. A good place to start is to be able to tell customers, “I know who you are, I know what you’re looking for, and I know what you want to do next.” If you can answer these questions, you are on the road to success. When trying to market your answers to these questions, the focus needs to be on unique buying reasons for your product or service, not unique selling points as have been offered in the past. Unique buying reasons are adaptable and can be tailored to different audiences. It’s never been easier and harder to reach and interact with potential customers. Anyone can set up social media accounts for a company and start reaching out to potential customers, but it can be tricky to reach the desired number of people when there are so many other companies competing for the same customer attention. Bjorklund stated that humans have an attention span of about 2.8 seconds. We are visual and emotional creatures and if you don’t draw is in right within those 2.8 seconds, you’re going to be forced to spend a lot more time (and resources) on trying to change customer opinions.
Another company focus should include customer satisfaction. A great way to get customers to know that you’re listening is by giving them satisfaction surveys, implementing the most common suggestions for change, and then advertising that you made those changes. For example, if customers say that the service at a restaurant is slow, the restaurant can say, “we know that 70% of respondents said they wanted to see faster service times, so we implemented knew policies and updated our employee training in order to cut down on customer waiting time.” Making these changes is most valuable when customers take notice, so help them take notice by sharing your changes. A more extreme example of a company that did this is Chipotle. When news broke that customers were getting sick, the company shut down for a day to update their policies and retrain their employees. Hey announced that they were doing this in an attempt to inform the public that they heard the issue, took it seriously, and made steps to change it in an attempt at keep customers happier, and healthier. The fact that they publicized this gave them a chance to potentially win back the trust of their customers. Similarly, the same process can be used internally when working towards higher employee satisfaction. This is extremely helpful when it comes to higher attrition rates and cutting down on turnover costs.
In summation, companies need to maintain focus on customers by knowing what they want and giving it to them. When they fail to do so, they need to make sure they know about it through customer satisfaction surveys and to then make the necessary corrections.