Meeting customer needs in business is not a new concept, however, many businesses fail to do it properly or understand how to do it in the first place. But why should a business use human centred marketing to focus on the customer?
There are many benefits to being customer-centric in your business; the clearly visible - like the positive bottom-line results that you will undoubtedly see - and the slightly hidden benefits - like increased employee loyalty as the business embraces strong customer relationship values. Moreover, the biggest benefit of all is sustainability and how this will help in business longevity. If businesses do not understand their target audience and do not adopt a human centred marketing approach to attract, convert and retain their customers, they may not have consumers for very long.
In a recent report ‘The Journey Toward Greater Customer Centricity’ by Ernst & Young, they explored how technology is changing consumer dynamics and how insurers have an opportunity to influence persistency, retention and expectation through improved customer engagement. They stated that advances in technology and communication, combined with the explosive growth in data and information, have given rise to a more empowered global consumer. Although this report was aimed at the insurance market, this statement needs to be heeded by all businesses. Customers have greater power and are more informed and more demanding.
Interestingly, although technology is changing the way customers engage, the results in the Ernst & Young report indicate that personal interaction is still highly regarded. Overall, customers prefer to buy more products or services from companies they trust and this is where the results of human centred marketing are most visible when an organisation's UVP caters to its consumers' needs and sets it apart from the competiton.
So how do you ensure that your business is customer-centric, or human-centred? How can you focus on human centred marketing? You get to know them, really really well and you offer them a great experience from the first time they become aware of your business right through to after they’ve purchased something from you. You should be passionate that the customer does come first, you understand what they want, you can use data to capture insights and share this within your organization.
FREE CUSTOMER PERSONA EBOOK
Looking to grow your business’s bottom line? Now you can with our free Customer Persona eBook. By creating targeted content tailored to your prospective customers' needs, you are better placed to attract, convert and retain them to achieve sustainable business growth. Our free eBook will help you to develop personas for your different customer segments and will assist you in creating more value for your new and existing customers by delivering the right content, to the right person at the right time. Download our free Customer Persona eBook and generate increased engagement and leads today.
by Samantha Hurley
Written by Samantha Hurley
Sam co-founded Marketing Entourage after spending 18 years in senior sales & marketing positions for companies such as Lonely Planet and The Press Association in Melbourne, New York and London. Sam started out in a design agency and used design thinking to help develop a product that went on to revolutionise the media industry in 2002. Sam also teaches Digital Marketing and Data Driven Marketing at General Assembly. The daughter of an engineer and a designer, she learned to code and design at a young age. She feels she has the mind of a scientist and the heart of an artist and likes to sit in the space where creativity, technology and business converge.