“Customer centric marketing is a strategy that places the individual customer at the center of marketing design and delivery. It starts from the realisation that there is no “average” customer. Customers have different behaviours and preferences – and this presents rich opportunities to move past a “one-size-fits-all” marketing approach.”
All organisations, regardless of their size, must realise that in order to succeed in a hyper-competitive market, they need to bring value to their customers. As needs and concerns vary from client to client, there is no such thing as the average customer. Adopting the same marketing strategy to target all customers is something to avoid at all costs. Putting the customer first is the only way to leverage an impact on brand positioning and generate real value to the final client. With this in mind, it is no wonder that one of the central concerns among business managers is how to identify customer centric opportunities to win the customer’s heart.
From identifying potential reputational risk and controlling communication crisis to comparing market shares with competitors’ and running branding campaigns to boost reputation, marketers have been using social listening for years. However, in a vast majority of the cases, the approaches have been reactive rather than proactive.
This social listening approach is no longer feasible. Audiences have evolved in their use of social channels and so have social listening methods. Any company that has grasped how to incorporate these solutions in a customer-centric strategy would agree that social listening is more relevant than ever.
Shifting from WHAT to WHO
We shouldn’t forget about the What, but before we start listening, reading and analysing what people are saying, we need to identify who we are listening to.
To me, the core or automatic segmentation, like women vs. men, means virtually nothing. What drives real value is listening to our audiences by groups of interest or common characteristics that can conduct us to identify shared needs among them.
Social Listening can help us to understand when the runners interact with our beverage, the main concerns of mothers, or why young adults prefer our competitor’s drink. In order to isolate the answers to where, when, what and why regarding each of our targeted audiences, it is crucial to create, plan and develop successful customer-centric marketing campaigns
A New Pull-Approach
Reactive approaches are standard for customers, but this is no longer enough. Every client understands that if a customer has a problem with their brand, the brand should be able to contact him/her on social media channels, as they would by phone or email. Although some enterprises are still improving their social media care service, this lesson is well learnt.
Having a Pull-Approach in your marketing strategy is the new black. You need to be ready for your customer when they want to be with you, not the other way around. The customer journey is no longer lineal, it is a net with multiple micro-moments (as defined by Google).
Conducting analysis of social media conversations and user profiling can allow enterprises to gather and enrich their knowledge about these micro-moments and, more importantly, identify the necessities of each customer in each one of those micro-moments and how the brand can solve that problem.
What is your experience using Social Listening to find new customer-centric opportunities for future marketing campaigns?