For some time now, there has been much talk of strategy " customer centric » for marketers. However, this appears somewhat outdated. Why ? Simply because it is no longer just a question of placing customers at the heart of the company. It is a question of rethinking all of its services around the problems encountered by customers.
Rethinking your customer strategy to extract the best benefits
Nowadays, marketing must focus on the idea of build its service around the customer. In other words, we don't just seek to constantly improve the customer relationship. It is completely rethink the one that exists by focusing on the opinions and deep expectations of individuals. For this, 3 levers are essential: digital, transparency and co-ownership.
#1: Digital
A few years ago, the product was at the center of all marketing strategies. We then switched to a strategy based more on product profits. In other words, it was the advantages resulting from the use of the products that were then highlighted. At present, the product is relegated to the background and the service provided has become central. The customer-seller relationship is very important. For this, digital tools are widely used. Consumers increasingly expect to receive marketing messages through these tools. The digitalization of the relationship is therefore at the center of the customer culture, however, only offering touchscreen kiosks or equipping your sellers with tablets is not enough. The objective is to offer new services thanks to the implementation of such digital tools. Indeed, the added value offered to the customer is what remains the most important. For example, if sellers are equipped with tablets in store, they must be able to:
- Recognize the customer (new customer or loyal customer)
- Propose personalized offers and discounts
- Make product recommendations based on areas of interest
- Take payments to skip the checkout line
In other words, it's not just about digitizing your old practices, but about creating real new services for your customers.
#2: Transparency
In order to provide a perception of greater transparency regarding your business, you must focus your business strategy on three points in particular. First, disclose relevant, reliable, clear and easily accessible information. Next, work on your objectivity. In other words, offer both positive and negative information about your products by not selecting the reviews posted on your products. Finally, give customers the freedom to interact either with a member of your company or with another customer in order to obtain a recommendation or an opinion. Thus, digitization and transparency are particularly linked.
#3: Co-ownership
By co-ownership, we mean letting consumers have a say in your business, products, etc. Content related to your business can come from bloggers, influencers, consumers, Facebook groups, etc. It's not all up to you. In this sense, learn to work with them. Listen to what is being said in order to detect new expectations, new needs. You have to accept that you no longer own your own brand 100%. Indeed, it becomes more and more the property of your customers. The latter appropriate it and talk about you. Make sure to leave a certain margin of freedom to your customers, let them express themselves and above all, learn to hear the comments they share on social networks, on forums, etc.
To conclude, your primary objective in order to succeed in your sales strategy this year is focus on the digitization of new services while winner in transparency, and Managing Director,accept that your brand is at the heart of discussions on the web without you being able to control them 100%.
