Shift to a Customer-Centric Marketing Strategy

This is a re-post of a blog I wrote for Imagination earlier this year. Still holds true ...

When developing an integrated marketing plan, putting the customer first seems like a no-brainer, right?

I can’t tell you how many times we’ve had this discussion with potential or current clients. They understand the need for a customer-centricity. They understand the urgency.

But how do they make the shift from the traditional “push the message” ideals to a user-centric strategy? The answer isn’t easy.

A true customer-centric strategy centers around these core philosophies:

1) Create an experience. It’s the customer’s experience with products and services that differentiates a brand in the marketplace, not the products and services themselves.

2) Put the customer “Behind the Wheel.” In today’s fast-paced world full of brand message after message, the most effective marketing is content that people choose to experience.

3) Turn your perspective from inside-out to outside-in. How do your customers see your brand? It is NOT how you see your brand. It never has been.

Why is this important?

Customers want to be engaged, they want value, and they want it now. Brands are expected to respect their customers, understand their needs and serve those needs. Sounds like a lot to shoulder, right? It is.

Customers now more than ever have the power to tune out and filter only what they believe is valuable, relevant and legitimate.

When customers interact with content from a brand that offers a solution to a nagging “pain point” in an atmosphere that isn’t intimidating, they respond. The money shot is that now your brand is close to mind when that same person comes to the most important “pain point” of all – a purchasing decision.

But the challenge is that the right content is not what you as a marketer think is valuable, relevant and legitimate but what your CUSTOMERS think. (See #2 above!)

Marketers are now being forced to really listen. And what they are hearing is refreshing, scary, exciting, challenging and inspiring.

They are seeing their customers as partners. And it is an amazing thing to watch.

What are your thoughts? What brands are doing this well? Can you name a brand that has relieved a “pain point” for you? How did they do it? Did it impact your purchasing decision … and how?

A Sense of Urgency ...

I came across a great blog post today by Michael Hyatt, CEO of Thomas Nelson Publishers. I follow him on Twitter and have always found his perspective to be inspirational while, at the same time, easy to implement into your daily routine.

Today, he tweeted his blog about having a sense of urgency. Bottom line: He says there is an inverse relationship between the size of a company and the sense of urgency.

He specifically talks about the 4 "ingredients" of urgency -- activate, accelerate, achieve, assess.

I literally read this and immediately sent it to my entire team. If I could embroider this on a pillow, I would.

Given that what we do is essentially rooted in customer service, I often talk about the NEED for a sense of urgency when it comes to managing clients. If they think it is important, we think it is important. No questions.

But urgency doesn't stop there. A sense of urgency and passion should be rooted in your daily routine and should always help to inform your priorities.

I often think about what it takes to be successful at Imagination. Being creatives, we all have vast backgrounds, personalities and interests.

But there is a common theme. Highly productive people have a high sense of urgency. It is that easy. How often do you come across a successful leader who doesn't have a fire behind everything they do? It is pretty rare.

Once you lose your sense of urgency, you have fallen prey to mediocrity. And it is easy to be mediocre.

What Gets Me Up and Going …

I came across a quote today by John Maxwell. “When you spend your day unselfishly serving others, you can lay down your head at night with no regrets and sleep soundly.”

Something occurred to me. When I am reviewing my day in my head before I go to sleep, the questions I have are almost always centered around my team. Did I say the right thing? Did he take that the wrong way? Should I have pushed harder? Did I push too hard? Do they understand what I am asking of them? Am I the best leader for them?

Becoming a leader has completely changed my mindset. I no longer ask questions surrounded around logistics. Did I do that right? Was that email sent? How can I get that deadline pushed out? My perspective has completely changed.

I saw an old employee on Monday – one that left the organization to move closer to her long-time boyfriend. She was one of the best employees I have ever had and I truly miss her.

When she left she told me that I really had an impact on her – personally and professionally. It took me back for a second. Really? I was floored.

And it hit me. I sleep the best after a day where I spend developing, mentoring and leading my team. It fulfills me. Making a contribution to others is incredibly important to me -- something that I know will guide me in whatever I do.

So, that’s what I am thinking about today. How are you making a contribution to other people’s lives?

More learnings ... (MIMA)

I went to MIMA Summit yesterday – the Minnesota Interactive Marketing Association’s yearly event where the who’s who of Interactive Marketing come to play, think, talk, energize, compete, and so on.

My boss, Laura Chavoen (@chavoen) spoke and I was there for two reasons. 1) Moral Support (she still doesn’t know how awesome she is) and 2) Client Relations.

One of our clients, General Mills (Pillsbury and Betty Crocker to be exact), is based in Minneapolis. So, of course, they were there … along with many other cool, smart, really smart and really really smart people.

Brands, just like people, are trying to figure out how new technologies will impact their ability to interact. And it is fascinating to watch.

Some brands get it. Some don’t. Some don’t even try. Just like people.

I am walking away with a few things …

• Don’t ever let anyone tell you it can’t be done. Push away from popular thinking.
• Don’t spend time finding customers for your services. Find services for your customers. Change with your customer. And if you don’t have people at your organization to influence change, you better get new people.
• Spend time on yourself. Self education is vital to success. Don’t expect anyone to hand you knowledge.
• The changing marketing landscape is all about relationships. If your company isn’t structured to nurture, grow and create solid customer relationships, you are doomed.
• The role for linear thinkers is slowly diminishing. Enough said.

It was a fantastic and refreshing conference. I just wish I could have hung out for longer to network. Next year ....

Constant Evaluation

I am in the middle of several books right now .... How the Mighty Fall (Jim Collins), 21 Indispensable Traits of a Leader (Maxwell), How Successful People Think (Maxwell), The Five Dysfunctions of a Team, Strengths Based Leadership, etc.

The book that won the prize today (meaning I grabbed it and threw it in my purse as I ran out the door) is Maxwell's 21 Indispensable Qualities of a Leader.

It is fascinating to say the least -- strategic and tactical at the same time.

Things that really resonated with me today include:

• Crisis doesn't necessarily make character, but it certainly does reveal it.
• Search for the cracks. Spend time looking at every facet of your life (work, marriage, family) and where you have cut corners or let people down.
• The greatest good you can do for another is not just to share your riches but to reveal to him his own.
• As you lead people, give of yourself
• If people never know what to expect from you, they stop expecting anything.
• People buy into a leader, not a vision
• Great leaders compromise, but take a stand when needed.

All good thoughts. Pressing on ... pressing on ....

Ahh, The Excitement

I have wanted to start a blog for a long time. I think, discuss, strategize and discern for a living now. But I used to write. And I miss it.

So, I thought I would marry my new passion and my old passion together. New, meaning my love for marketing, leadership, strategy and team-building. And old, meaning my love for the written word.

My plan is to blog as frequently as I can. Mainly about the issues facing my industry, my team and myself. If you would like to contact me at any time to discuss anything I write about here, please feel free to DM me on Twitter, ding me through LinkedIn or email me through Yahoo. Till then, please make it a great weekend!