Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling 'micro targeting'; it's a hot topic! Strategy Director Pete Edwards seeks to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?

1. Has marketing forgotten about
the customer?

3. Customer-Centric
Marketing?

4. Marketing Starts With
The Customer

6. WHAT
IS
CUSTOMER-
CENTRICITY?

7. Customer-centricity as……
!
1)….an organisational approach to product development
!
!
!
2)….customer experience
3)….segmenting customers by their value

8. mar$ket$ing!

9. Customer
Needs
Product
Attributes

11. 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?

13. The Product-CentricVs. Customer-Centric Debate
Losing sight of the Customer?

15. “develop
new
products…
without
looking
outside
your
company
or
at
your
customer’s
unmet
needs."

19. Product-centricVs Customer-centric comms
Losing sight of the Customer?

20. Vs

21. Vs

25. Customer-centricity as customer experience
Losing sight of the Customer?

33. Versus

35. D
Customer Centricity for Profitability
Losing sight of the Customer?

41. Who’s right?
!

43. Truly understand your (real) customers
needs and motivations
!
Demonstrate this understanding by
‘owning’ the customer at every touchpoint
of your organisation
!

44. Thanks For Listening