{"id":6233,"date":"2022-07-06T07:41:31","date_gmt":"2022-07-06T07:41:31","guid":{"rendered":"https:\/\/www.britopian.com\/?p=6233"},"modified":"2023-10-10T05:10:54","modified_gmt":"2023-10-10T05:10:54","slug":"customer-obsession","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/content\/customer-obsession\/","title":{"rendered":"Customer Obsession: A Guide for a Better Marketing Strategy"},"content":{"rendered":"
Ask any CMO if they are customer-obsessed; the answer will always be a resounding yes. But the saying, “actions speak louder than words,” could not be more true regarding customer obsession.<\/p>\n\n\n\n
Why this matters: <\/strong><\/p>\n\n\n\n Brands that prioritize customer obsession win. They innovate faster. Their products are direct manifestations of customer feedback. They put the voice of the customer<\/a> ahead of all things in the business. Their revenue numbers, profit, NPS scores, and market leadership prove that.<\/p>\n\n\n\n At its core, being customer-obsessed means that your brand’s marketing<\/a> efforts are focused on creating and maintaining a deep connection with your target audience. It’s about putting the customer first in everything you do and always considering their needs and wants.<\/p>\n\n\n\n It’s no secret that the most successful brands on earth focus on their customers. Just think about some of the world’s biggest and most well-known brands. Coca-Cola, Nike, and Apple are customer-obsessed companies with epic products. And it’s no coincidence that they lead in their respective markets.<\/p>\n\n\n\n Customer obsession is that inner voice that constantly asks, how can we make this experience more memorable for our customers? Customer obsession is the driver of innovation and continuous improvement and is the emotion that motivates us to work day in and day out to provide the best possible experience for every customer with every brand interaction.<\/p>\n\n\n\n Customer obsession wins every time.<\/p>\n\n\n\n Customer obsession is not a manifesto. It’s not a set of brand values printed in an employee handbook. It’s not a giant banner hanging in the company lobby. Customer obsession is a way of thinking, leading, and cultivating company culture to rally behind its number one brand asset\u2013customers. <\/p>\n\n\n\n Customer-obsessed brands see the world through the lens of their customers and make decisions accordingly. Brands will always buy into the theory of customer obsession. But it’s surprising and sad that just 8% of brands are customer-obsessed, according to Forrester<\/a>.<\/p>\n\n\n\n In today’s climate, the customer is always right, but not in the context you’re thinking. Only customers know what they want, so your job is to understand and anticipate their needs and give them what they’re asking for, even if they don’t know it yet. Steve Jobs was the master at anticipating customer needs<\/a>, as communicated in this quote from 1997, “A lot of times, people don’t know what they want until you show it to them<\/strong><\/em>.”<\/p>\n\n\n\n To stay relevant and top of mind, brands must embed the theory of customer obsession in everything they do, in and outside marketing, and make it actionable in every facet of the organization. This means you must obsess 24-7 and meet customer needs at every possible touchpoint.<\/p>\n\n\n\n Customer-obsessed brands experience four primary benefits: 1) deeper customer relationships, 2) increased brand loyalty, 3) referrals and positive social proof, and 4) customer retention.<\/p>\n\n\n\n The first benefit of customer obsession is developing deeper relationships with customers. When you focus on making the customer experience seamless and enjoyable, you build trust and credibility with them. They will remember the experience and tell others about it. A study<\/a> by Bain & Company found that “80% of brands believe they deliver a strong and integrated digital experience, only 8% of their customers agree.” This disconnect can be costly to any business, leading to customers taking their business to your competitors.<\/p>\n\n\n\n Developing deeper customer relationships based on trust and credibility is the key to bridging this gap. This can be done by ensuring that you are always putting the customer first, addressing their needs and wants, and delivering on your promises.<\/p>\n\n\n\n The second benefit of customer obsession is increased brand loyalty. In today’s hyper-sensitive and competitive world, consumers have so many choices that it can be challenging to get them to commit to one brand. But if you focus on making the digital experience exceptional, you will earn their trust and loyalty.<\/p>\n\n\n\n A study<\/a> by American Express found that “33% of consumers would consider switching brands if they had a bad customer service experience.” This shows that even if a customer is happy with a product or service, they won’t hesitate to take their business elsewhere if they have a poor experience with customer service.<\/p>\n\n\n\n On the other hand, in the same study, Bain found that “loyalty has declined across nearly all industries in the past decade\u2026 Yet brands focused on delivering great customer experiences are bucking this trend: 86% say their customers are either extremely or very loyal.”<\/p>\n\n\n\n The third benefit of customer obsession is referrals and positive social proof. A more dated study<\/a> by Nielsen found that “92% of consumers trust word-of-mouth and product recommendations from friends and family, above all other forms of media.” This shows that customers are likelier to trust a recommendation from a friend or family member than to trust an advertisement. Companies that operationalize and integrate brand ambassador programs<\/a> into digital marketing immediately see positive social proof.<\/p>\n\n\n\n The fourth benefit is customer retention. In today’s world, it is easier for customers to take their business elsewhere. But if you focus on solving customer issues quickly and efficiently, they are likelier to stick with you through the good and bad times. In a study<\/a> by customer experience management (CXM) company Merkle, 73% of consumers say a consistent experience makes it more likely to continue doing business with the same company. This shows that providing a consistent experience will make you more likely to retain customers.<\/p>\n\n\n\nWhat is Customer Obsession?<\/h2>\n\n\n\n
Why Should Brands Obsess Over Customer Obsession<\/h3>\n\n\n\n
The Benefits of Customer Obsession<\/h2>\n\n\n\n
Deeper Relationships with Customers<\/h3>\n\n\n\n
Increased Customer Loyalty<\/h3>\n\n\n\n
Referrals and Positive Social Proof<\/h3>\n\n\n\n
Customer Retention<\/h3>\n\n\n\n