0
Has marketing forgotten about
the customer?
Customer-Centric
Marketing?
Marketing Starts With
The Customer
WHAT
IS
CUSTOMER-
CENTRICITY?
Customer-centricity as……
!
1)….an organisational approach to product development
!
!
!
2)….customer experience
3)….segment...
mar$ket$ing!
Customer 

Needs
Product 

Attributes
1) How many companies have a truly deep understanding of
their customers?
!
and
!
2) How many of these companies execute t...
The Product-CentricVs. Customer-Centric Debate
Losing sight of the Customer?
“develop	
  new	
  products…
without	
  looking	
  outside	
  your	
  
company	
  or	
  at	
  your	
  customer’s	
  	
  	
...
Product-centricVs Customer-centric comms
Losing sight of the Customer?
Vs	
  
Vs	
  
Customer-centricity as customer experience	

Losing sight of the Customer?
Versus
D
Customer Centricity for Profitability 	

Losing sight of the Customer?
Who’s right?
!
Truly understand your (real) customers
needs and motivations
!
Demonstrate this understanding by
‘owning’ the customer at ...
Thanks For Listening
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014
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Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014

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Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling 'micro targeting'; it's a hot topic!
Strategy Director Pete Edwards seeks to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?

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Transcript of "Has marketing forgotten about the customer? Breakfast Seminar 20th June 2014"

  1. 1. Has marketing forgotten about the customer?
  2. 2. Customer-Centric Marketing?
  3. 3. Marketing Starts With The Customer
  4. 4. WHAT IS CUSTOMER- CENTRICITY?
  5. 5. Customer-centricity as…… ! 1)….an organisational approach to product development ! ! ! 2)….customer experience 3)….segmenting customers by their value
  6. 6. mar$ket$ing!
  7. 7. Customer Needs Product Attributes
  8. 8. 1) How many companies have a truly deep understanding of their customers? ! and ! 2) How many of these companies execute this understanding across all relevant touch points of their organisation?
  9. 9. The Product-CentricVs. Customer-Centric Debate Losing sight of the Customer?
  10. 10. “develop  new  products… without  looking  outside  your   company  or  at  your  customer’s                                    unmet  needs."
  11. 11. Product-centricVs Customer-centric comms Losing sight of the Customer?
  12. 12. Vs  
  13. 13. Vs  
  14. 14. Customer-centricity as customer experience Losing sight of the Customer?
  15. 15. Versus
  16. 16. D Customer Centricity for Profitability Losing sight of the Customer?
  17. 17. Who’s right? !
  18. 18. Truly understand your (real) customers needs and motivations ! Demonstrate this understanding by ‘owning’ the customer at every touchpoint of your organisation !
  19. 19. Thanks For Listening
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