In its simplest form, being customer-centered means putting customers at the heart of your business.
Being customer-centered means getting past thinking in terms of “sales” and “markets” or “target audiences” and thinking in terms of individuals. It means thinking in terms of the lifetime value of a customer – which will dramatically change your perspective on sales and marketing. Determine what you’re willing to spend to secure a new customer based on average lifetime value and use that to drive your marketing initiatives.
Note: Watch for my upcoming blog post “Cash Flow Accelerator” – it is a free, interactive toolkit that makes it easy to understand and evaluate critical metrics for your business, including customer lifetime value. If you want to be notified of new posts, subscribe in the footer below right.
Your customer-centeredness should focus on maximizing the overall value proposition you deliver to customers in the interest of building preference and loyalty for the business – moving customers from mere satisfaction with the business to advocacy for the business.
Marketing research has shown many times that merely “satisfied” customers don’t have much loyalty; they readily change the businesses they do business with.
Company advocates, on the other hand, are loyal purchasers and refer other prospects to the company to boot. Advocates become advocates because they place a high priority on the value proposition you deliver.
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