http://www.startupsuccess.co.uk Customer centric marketing leverages a business’s most important asset; its current customers. It is built around the idea of the lifetime value of a customer, rather the value of individual orders or purchases. The customer centric approach is more forward looking than the product centric approach, and aims to build up a satisfied and loyal customer base that will ensure future profits through repeat business and personal referrals.

1. Customer
Centric
Marketing

2. Why all the fuss?
Customer centricity is one of the major buzz
words in modern business, but what does it
really mean and how does it relate to your
marketing strategy? We all know that
customers are essential to any business, without
them the business just wouldn’t exist, so why
all the fuss about customer centricity?
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3. WHAT IS CUSTOMER CENTRIC
MARKETING?
Product Centric. Customer Centric. What are the differences?
The best way to explain customer centric marketing is to compare it with product centric
marketing:
Product centric marketing focusses on one product (or service) at a time and markets to as many
customers as possible who might need it.
Customer centric marketing focusses on one customer at a time and markets as many of your
products and services to them as possible.

4. THE AIM OF CUSTOMER CENTRIC MARKETING
Customer centric marketing leverages a business’s most important asset; its current
customers. It is built around the idea of the lifetime value of a customer, rather the
value of individual orders or purchases. The customer centric approach is more
forward looking than the product centric approach, and aims to build up a satisfied
and loyal customer base that will ensure future profits through repeat business and
personal referrals.
01
02
03
Current Customers
Lifetime Value
Forward Looking

5. It does not have to
be mutually
exclusive
Customer centric marketing and
product centric marketing don’t need
to be mutually exclusive. Many larger
companies use both approaches, one
for their existing customers and the
other for attracting new customers.
However, for a smaller business it is
often easier to choose one model to
focus on.

6. A FEW TIPS
01
02
03
04
Get to know your customers
Personalise actions
Exceed expectations
Added value
There’s a great range of basic
CRM tools now available to
help you to collect information
about your customers.
Determine your customer
demographic and split
customers into segments
according to their buying
behaviour and value. This will
allow you to target your
marketing more effectively.
Make sure your customers’
details are easily accessible
to anyone who will
communicate with them, on
the phone, in person, or
online.
Ensure that all interactions
are personalised to that
customer, taking into
account their previous
transactions and other
information such as their
age and location.
Remember that you are
investing in the lifetime
value of a customer,
which includes repeat
business and word of
mouth referrals.
Make sure the value you
offer in terms of
product quality or level
of service meets, and
where possible, exceeds
their expectations.
There are many ways you
can provide added value to
your existing customers. You
may want to suggest a
product that complements
something they have
already bought, or offer a
service that meets a
particular need they are
likely to have.
You can also offer discounts
or promotions that are
relevant to them based on
their history with your
business.

7. 4. Use multiple
channels
The digital age has provided an array
of marketing channels, and it is easy to
take the simple low-cost routes of email, text messages, and social media.
However, this won’t necessarily be the
best way to engage all your
customers, so don’t rule out postal
marketing or telephone calls where
appropriate.

8. The Overall Aim
The overall aim of customer centric marketing should be to
build up a relationship with your customers, making it easy
for them to do business with you over and over again, and
providing added value every time they do.
Its goal should be customer loyalty and word of mouth
referrals that are worth more than the additional effort
you put into each customer. A customer centric approach
will not only ensure the health of your business today, it
will help you to build a profitable business for tomorrow.
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9. For more tips on
growing your small
business go to …
www.startupsuccess.co.
uk