Monday, November 12, 2012
As marketers, we all talk a big customer-centric game. But are you building customers into the core of your marketing plans? In 2013, expect your executive team and clients to shift their focus in a more meaningful way to customers. They will look to YOU to help them build a more customer-centric strategy.
You'll need to find new ways to get to know your customers better and use that information to improve every aspect of your business. If you are like me, you are likely just now putting together your plan for 2013.
To begin your plan, break you it up into four specific goals and build out your tactics to support these goals:
- Build Out Customer Personas: Create an inventory of existiing and potential data sources to learn who your customers are and how to target them more efficiently. Develop tactics to acheive acquiring new profile data in 2013. Build out personas to better communicate who your customers are to the rest of the organization.
- Place Customers at the Head of the Table. Put your customers at the center of decision-making. Ensure your customer has a voice in every level of your organization by creating physical representations or "cut-outs" of your personas and placing them in meeting rooms and other high-visibility areas. Seriously, develop processes to ensure your customer is considered at every step.
- Invest in Real-Time Marketing Technologies. Find ways to better interact with your customers are the moment they are most engaged. This is through every touchpoint in your organization, not just marketing. This includes investments in automation technologies and real-time dashboards and reporting.
- Create a Customer-Centric Marketing Plan. Use your real-time knowledge to build out a marketing plan that leverages the data you've gathered about preferences, behavior and overall demographic data. Create more relevant and targeted communications to improve overall campaign performance and loyalty
We are very interested in learning about how you plan on putting customers at the center of your business in 2013. Use #ET2013 to share your plans on Facebook, Twitter, or your preferred channel! We'll share them with the rest of the ET family.
Happy planning! Share your stories!