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Customer-centric Approach in Marketing- Why is it so crucial?

March 6, 2023

Catching and holding consumers' attention is getting harder and harder with each passing day. Customers now have access to a number of options when we talk about any product or services. At the same time, information is so much accessible in today's omni-channel and mobile-first world. Also, they are inundated with a barrage of marketing outreach that has made us humans almost trained to avoid something that is too salesy.

In today's fast-paced and ever-changing business landscape, understanding your customer's needs and preferences is more important than ever. But how do you go about doing that effectively? The answer lies in taking a customer-centric approach to marketing. By engaging with your customers in a way that demonstrates your commitment to their satisfaction, you can foster loyalty and build a competitive advantage that sets you apart from the rest. If you want to make the most out of your marketing efforts, it's time to shift your focus to the customer and ensure that they are always a priority.

What is Customer Centric Marketing?

By linking marketing success to positive shifts in consumer behavior, customer-centric marketing prioritises the demands and interests of the customer. Customer-centric marketing necessitates an analytical strategy that creates a comprehensive picture of the consumer using media data, identification data, and conversion data. Marketers who adopt a channel-focused strategy are concerned about their target audience and aim to leverage each channel to effectively engage them with content that aligns with their interests and preferences, delivered through the channels they prefer to consume it on.

Why is being customer-centric vital for marketers?

As businesses strive to remain competitive, a customer-centric approach is becoming increasingly important. 74% of consumers are at least somewhat likely to buy based on experiences alone (Forbes / Arm Treasure Data). These findings demonstrate the significance of prioritising the customer experience. In addition, there are several reasons why customer-centricity is crucial for businesses looking to succeed:

Retaining clients is crucial

Customer loyalty is critical to any successful business strategy. Customers are more likely to return and continue purchasing from a brand when they are happy with the products or services provided and the overall experience with the company. Customer-centricity involves placing the customer at the centre of all business operations and truly understanding their needs and preferences.

It lowers the CAC:LTV ratio.  

New client acquisition is time and money-consuming. A customer-centric approach involves prioritising the needs and preferences of existing customers to generate leads and referrals, which can help reduce the costs and time associated with acquiring new clients. By fostering loyalty and satisfaction among existing customers, businesses can benefit from their recommendations and referrals and create a more streamlined process for developing new customers.

It increases the lifetime value of customers

When a company focuses on customer satisfaction and adopts a customer-centric approach, it can increase the value that customers bring to the business over their lifetime. Research has shown that customers who are loyal to a brand are worth significantly more than just their first purchase, with some estimates indicating up to 10 times more value. By keeping customers happy, companies can cultivate loyalty and reap the benefits of higher customer lifetime value.

A customer-centric approach can benefit businesses in the long run. 

A long-term relationship with customers, fostered through a customer-centric approach, can provide valuable insights into their needs and preferences. This approach can lead to reduced customer churn rates, increased customer loyalty, positive word-of-mouth marketing and a more substantial brand reputation. By prioritising long-term customer relationships, businesses can create a virtuous cycle of customer satisfaction and success. In short, a customer-centric approach can help companies create lasting relationships with customers and drive business success over the long term.

Tips for infusing customer-centric marketing into your company

It's no secret that customers are the lifeblood of any successful business. But how can you create a marketing strategy that puts their needs and preferences front and centre? Well, here we'll explore some practical tips for implementing a customer-centric marketing approach to help you build lasting relationships with your audience.

Keep it basic 

You have a wealth of brand knowledge and probably can't wait to extol the virtues of your goods and service. So instead of overwhelming clients with information, concentrate on what matters most to your target group. This will enable you to focus your investments on the messaging most relevant to your audience rather than the other users of the channel.

Ensure you have reliable data available. 

To understand better where consumers are active. What motivates them to make purchases? Marketing teams need media data, identification data, and conversion data available. Search for a marketing performance measurement system that automatically checks your data's accuracy to achieve the most outstanding results.

Put brand measurement to use 

You should be able to examine how particular touchpoints affect, how your brand is perceived using your chosen marketing analytics tool. With this information, you would gain essential knowledge about top-of-funnel actions.

Provide helpful content 

Create content that benefits your audience, such as instructional materials or practical advice. By adding value, you may establish your brand as a reliable source and develop a following of devoted customers. 

Be mindful of the consumer experience. 

Create a consumer journey map and note the locations where the user experience might be enhanced. Examine the customer's viewpoint and find methods to streamline and improve their interactions with your business.

Use consumer feedback 

Constantly pursue client input and apply it to your marketing, goods, and services. By incorporating consumer feedback, you may demonstrate to customers that you appreciate their thoughts and foster loyalty.

Keep an eye on the metrics  

You can see how customer-centric campaigns affect your whole marketing funnel by combining brand and performance information. Brand metrics include things like brand sentiment, brand recall, and net promoter score. Next, consider performance indicators like churn rate, funnel velocity, and return on marketing expenditure.

Methods to enhance customer-centric marketing initiatives

1. Usability of websites 

The term "website usability" refers to the usability and friendliness of a website. 

It ensure that visitors can easily navigate and engage with the site.

Critical factors for enhancing website usability are:

Navigation: To assist consumers in finding what they are searching for more quickly, employ a similar layout across all pages.

Speed: Ensure consumers don't have to wait while your website loads. Reduce the need for complex scripts or plugins, and optimise your photos and videos for quicker loading.

Mobile-friendly: Ensure your website is designed to fit multiple screen sizes and optimised for mobile devices. Ensure that you don't need to scroll or zoom in too much.

2. Focus on Content Marketing

Customers would develop a better positive relationship with your brand when they interact with you through pertinent, exciting content that genuinely solves their query. The Content Marketing Institute and Marketingprofs' B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America report found that 79% of respondents could show how content marketing had increased audience engagement and that 65% could show how it had increased their overall number of leads. 

3. Customer Feedback

Proactively gather customer feedback and leverage it to enhance your products, services, and marketing strategies. By considering customer feedback, you demonstrate that you appreciate their viewpoints, fostering a sense of trust and commitment.

Obstacles needed to recover while implementing customer-centric strategies

Businesses must adopt customer-centric strategies to remain competitive in today's fast-paced and constantly shifting market. But, the road to success is paved with barriers that can thwart even the best-laid plans. The road to customer-centricity is challenging for the weak of heart, from overcoming internal opposition to managing external hurdles.

Absence of a long-term vision: To continue being customer-centric, a firm needs a long-term vision. If there is a long-term strategy in place, it is easier to modify the organisation and keep up with the shifting demands of the consumers.

Lack of executive commitment: A firm entirely devoted to its customers is said to be customer-centric. If the leadership is devoted, it will be easier for the business to succeed.

Absence of consumer data: To understand the demands of its customers, a firm must collect and analyse data about them. It will be easier to develop methods to satisfy them with this information.

Lack of customer feedback integration: The business should continually seek client input and use it to improve goods and services. It is the only purpose of gathering customer feedback if it is utilised in a way that helps the client.

Insufficient interaction between multiple departments: For customer-centricity to flourish, there should be close cooperation between several departments.

The road to customer-centricity is long and winding, full of twists and turns as stakeholders tries different strategies to see if they bring them closer to customer-centric success. There are specific objectives that marketing teams must achieve to thrive in customer-centric market research.

The first is to use market research to establish a strong connection between stakeholders and their target market; the second is to educate the rest of the organisation so that they recognise the actual value and power of insights and actively seek them out whenever new insights are required; and the third is to make sure that everyone in the organisation actively consults the insight team.

The individual aims of each insight team will determine other goals. Still, these overarching objectives will seek to establish the reputation of insights inside the organisation and integrate the consumer's voice in the majority, if not all, decisions made from the moment of implementation. Yet, insights that are developed, at least with the idea of the customer in mind, have the potential to change firms from being merchandise to becoming a consumer. They may assist stakeholders in creating a brand and customer experience based on shared values and objectives to make it valuable for consumers to connect with. This will lead to more customers discovering and sticking with that firm and even preferring them over rivals sector. As a result of these insights, the research and development teams may be inspired to create better goods and services more closely matched to the target market's demands.

Two-Speed Research Strategy: A Potent Tool for Customer-Centric Success

Although it hasn't received as much attention as agile or consumer feedback loop tactics, a two-speed research approach offers a lot of potential for insight teams who are prepared to give it a shot. The ability to generate more insights in real-time and with pinpoint accuracy that can answer even the most specialised questions is made possible by running two streams of research at once, one for ad-hoc or short-term projects that inform a specific decision or question asked and the second stream dedicated to long-term studies, like customer community research.

Such market research is essential to propel a company into the success ranks of customer centricity. However, there are risks involved in this quest.

Some obstacles must be overcome that are unique to each organisation, but there are notable cases of companies that have done this successfully to serve as models.

Examples Of Consumer Centricity In The Real World


Amazon is one of the most successful customer-focused companies in the world. Amazon has made significant investments in customer data analytics to understand better its customers' requirements, tastes, and behaviour. The business uses this information to provide individualised suggestions, prompt and trustworthy delivery, and top-notch customer service.


The corporation is renowned for its emphasis on design and user experience, a testament to its dedication to customer-centricity. With user-friendly interfaces, svelte methods, and features that cater to customers' requirements and preferences, Apple products are created with the user in mind.


It attempts to enhance its service by providing new features and improving the ones already there while regularly monitoring user input. For instance, it unveiled a tool that enables users to download TV series and movies for offline watching. It has aided in its development into the world's top video streaming service.


They employ various methods to engage its consumers, including social media, email marketing, etc. It has a well-defined plan for customer development and retention.

Moreover, it provides distinctive experiences like Starbucks Rewards, which has given the business access to a new market of clients.

Promoting customer loyalty and happiness engages them in many ways.


Nike prioritises high-quality manufacturing, research & development, product innovation, etc., to permit higher performances. It has become one of the most well-known brands in the world because of its conviction that happy customers will return for more. The firm also makes technology investments to understand its clients better and give them a customised shopping experience.

To sum up, a customer-centric approach to market research is essential for firms to compete in the market today and maintain their competitiveness. Businesses may adjust their goods and services to match their customers' expectations, provide excellent customer experiences, and create enduring connections by knowing their customers' requirements, preferences, and behaviour. A significant investment in market research is necessary to obtain insightful information about consumer demands, habits, and preferences when implementing a customer-centric approach. The analysis of this data should then be used to guide company choices on product development, marketing tactics, and general operations. Businesses may acquire a competitive edge and succeed over the long run in the current market by making the customer the heart of their operations and committing to a customer-centric strategy.

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