8 steps to making your business more customer-centric

One of the biggest challenges of a brand strategy is building a loyal customer base. To do this, you have to know your customers’ wants and needs. Otherwise, your brand-building efforts will fall on deaf ears. In her book Customer Inspired Marketing: Change the Game and Become the Brand They Really Love, Aubyn Thomas reveals eight steps to make your brand-building strategy more customer-centric:

1. Have an inspired and informed view of your customer. Many companies fail to recognize loyal and potential customers because they’re focused solely on what people are buying, a false representation of consumer demographics. More accurate ways to classify your customers include occasion-based purchases, visitation frequency, and lifestyle or affinity.

2. Determine how your customer views you. Creating an emotional bond between your customers and your brand is a sure way to keep them coming back. Customer research can help you know what your buyers are looking for. Ask yourself: Do your customers know what’s in it for them? What are the differences between you and your competitors? Can you react to changes in the marketplace?

3. Know what your customers value in their relationship with you. To show you care about more than just profits, remember what is important to customers: simplicity, access, clarity, quality, and value. Focus on rewarding customers (which requires recognizing your loyal fans) instead of the short-term goal of driving sales.

4. Be proactive. State your intentions in a promise or manifesto to your customers. It is important that you know their wants and needs ahead of time to be sure you meet expectations. Make sure to account for all types of customer interactions.

5. Attack the root causes of mediocrity. When developing a customer-centric brand-building plan, avoid these pitfalls: allowing someone else to label you, ignoring business problems, a lack of communication, too many cooks, and budgeting carelessly.

6. Build and nurture a winning culture. Your employees must share the passion that you had in starting the company. If they know where you’re coming from, they will follow you anywhere. Be careful not to take on too many projects at once or the end goal will become murky.

7. Overcome the challenges of limited resources. Your goal is to connect with customers and form long-term relationships with them. One cost-effective way to do that is by asking for voluntary customer feedback. Set your goals, know your customers, and be passionate.

8. Celebrate and build for the future. “Now that you understand where, in pursuit of customer relationships, the sweet spot exists for both your company and your customer,” Thomas writes, “you are on your way to creating a passionate brand. So celebrate!”

I hope this helps you build your brand.

Best to you,

Jim Herrera

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Note: Special thanks to Ken Beaulieu of FuelNet for this post.