To effectively position a business as centered around a target audience the whole organization needs to deliver a resounding brand message that is consistent with the strategy intent. Leadership style and a connection to the organization are equally important as messaging and marketing strategies when it comes time to deploy customer centric marketing strategies.
Pulling from notes and other articles, I’ve found several points that describe the customer-centric leader and things that marketers need to consider as they develop marketing strategy:
- They see their team is the face of the company. Beyond ads or collateral or a website, your employees are delivering a clear message to your customers and prospects… is that message in line with your customer-centric aspirations?
- They see trust as the lever to bring their teams in line with their customers. When you deliver a message to your customers, do they hear what you tried to say or do they parse words and wonder what you “really” tried to say. Consistency and sincerity deliver the environment for team members to foster a trust relationship with clients, and visa-versa. Trust is hard to get a first time and nearly impossible to get a second time.
- They use customer insight as the guiding light for the organization. Largely it’s a communication issue; beyond gathering information, they seek to spread that information into broad areas of the company. Ironically, in most companies, the team members closest to the customer are the most likely to know what is working yet least likely to have a communication channel to upper management and product teams. Conversely, many top management teams sponsors consultant research projects to learn about their customers and then they don’t share the learning deeply into the organization.
- They get their hands dirty. They go to clients, they engage with teams at different levels and internal organizations. More than a decade ago I worked at a global technology distributor and asked that I spend a few days working in a warehouse… it was probably the single best learning experience I had. I “knew” what it took to make the business operate, how difficult the operations part of that business was, and all of that helped me greatly understand how to communicate shipping issues to clients in the ensuing years.
Have you factored internal organizational dynamics into your customer-centric marketing strategy?