In today’s time, if we go out to buy something, we come across n number of varieties and one can select the desired product or service as per his/her requirements. Therefore, meeting the customer needs is the key reason why a business creates products and services of value.
The business ideology expressed above promotes customer-centricity. Let us now understand the customer centric meaning and its role in marketing.
What is Customer-centricity?
Suppose you’re running a business, spending thousands of dollars on the marketing of the brand but the customer service you provide is not so good; believe me that advertisements and marketing campaigns would be of no use. No advertising can override the adverse feedback from customers if the customer service is poor.
Thus, the business ideology to offer the customer a robust and promising experience right from the purchase to the post-purchase stage is referred to as customer-centricity.
In short, putting the customer first at priority and treating the customer as the core part of the business is what the customer-centric approach is all about.
Importance of customer centricity in marketing
It’s pretty obvious that building better relationships with customers brings a sense of brand loyalty but on the other hand, it also creates brand value in the market at the same time. Let’s put a glance over some points that justify the significance of customer-centric marketing.
Nourishes the lead connections and encourages loyalty
Framing a business strategy that focuses mainly on customers nourishes the already created lead connections. It is easy to generate leads but difficult to retain them; so by envisaging a customer centric strategy one can restore the leads via making healthy relations and also creating a sense of loyalty at the same time.
Enhances the efficiency level by creating high-value customers
Marketers spend thousands of dollars on creating brand awareness and framing a market for their products and services. Instead, if they spend not so much, but a judicious amount on creating high-value customers; it will lead to efficiency in resource allocation at a reasonable cost.
Customers become the ‘brand advocates’ of your brand
This point is self-explanatory. If you serve quality products and services, your customers will do the marketing stuff for you. They, therefore act as brand advocates of your brand and create awareness at the same time.
Helps in easy adaptability with rapidly changing customer tastes and preferences
The prevailing market scenario is highly dynamic in nature, and so are the ever-changing customer tastes and preferences. Hence, a customer centric strategy helps in making the business adaptable to such a dynamic environment.
Provides a differentiated and competitive edge over others
Also, the businesses who keep the customer on the priority list, get more popularity and people choose their products and services over and over again, thereby, helping the brand to win a competitive edge over others.
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