Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
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Transcript of Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
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Has marketing forgotten about the customer?
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Customer-Centric Marketing?
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Marketing Starts With The Customer
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WHATIS
CUSTOMER-CENTRICITY?
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Customer-centricity as…… !
1)….an organisational approach to product development !
!
!
2)….customer experience
3)….segmenting customers by their value
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mar$ket$ing!
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Customer Needs
Product Attributes
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1) How many companies have a truly deep understanding of their customers?
!
and !
2) How many of these companies execute this understanding across all relevant touch points of their organisation?
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The Product-Centric Vs. Customer-Centric Debate
Losing sight of the Customer?
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“develop new products…without looking outside your company or at your customer’s
unmet needs."
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Product-centric Vs Customer-centric comms
Losing sight of the Customer?
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Customer-centricity as customer experience
Losing sight of the Customer?
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Versus
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DCustomer Centricity for Profitability
Losing sight of the Customer?
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Who’s right? !
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Truly understand your (real) customers needs and motivations
!
Demonstrate this understanding by ‘owning’ the customer at every touchpoint
of your organisation !
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Thanks For Listening