Using data to drive customer centricity

Customer centricity is about putting your customer first and at the core of your business.

DefinedIt can be defined as meeting expectations across five key dimensions:

1. Relevancy2. Identification3. Accessibility4. Value5. Confidence

Information we need to know• Who are the key customers• Where are they• What do they want• Which messages will resonate most powerfully with them

and where

This will require gathering information from all departments and not just relying on Google analytics, the more information which can be collated the better: Finance / Customer service / Human resources / IT / Sales

‘Leads are expensive and poorly targeted campaigns are not just a missed opportunity but can be costly as they will lead to unsubscribes.’

Combining data sources

To become more customer centric, customer profiles can be built by integrating all of the below information:

•Marketers need to understand what information is available to them for current and prospective customers•What offline information has been collated•What online information is available – website, email, mobile or third party data

The future

In a recent survey it was quoted that the 3 most important skills for marketers of the future is: Business acumen, Analytics/data and Digital.

However, in a rush to embrace big data, businesses should not discount the value of face to face relationship building. The data and the insight it can provide, simply gives you a stronger platform on which to build the relationship

Building your business around customers is the only guarantee for sustainable competitive advantage and the relevance and frequency of messaging has never been so intrinsically linked to business success.

How does this apply to B2B clients

‘B2B marketing has tended to be more generic than consumer marketing, but the rise of big data, together with the

emergence of affordable analytics tools, is allowing a new customer centricity in

the world of B2B marketing’

Birst Marketing