Customer-first businesses maximise their likelihood of business success by enhancing the customer experience, creating better business outcomes and building a working environment where employees look forward to coming to work.

1. H O W C A N B U S I N E S S E S B E C U S T O M E R F I R S T
AND WHY DOES IT
MATTER?

2. M A R K L Y T T L E T O N
2
Companies can implement a variety of
different strategies to put the customer
first, including:
• Knowing and focussing on a particular
target group based on demography,
lifestyle, U&A (usage and attitude) and
psychography.
• Creating a target customer persona
to enable business leaders to place
themselves in the shoes of that person.
H OW CAN BU SINESSES BE CUSTOMER
FIR ST A ND WH Y DOES IT MATTER?
Customer-first businesses maximise their likelihood of business success by enhancing
the customer experience, creating better business outcomes and building a working
environment where employees look forward to coming to work.

3. 3
M A R K L Y T T L E T O N
To do this, leaders need to consider the type of businesses
they want to work with; the age of their ideal customer;
and his or her location. For example, some enterprises
may target start-ups or early-stage businesses, while
others may get the bulk of their work from bigger, more
established companies.
• Implementing a customer-centric approach by taking
into account the target customer persona’s business
preferences, goals and what they value most in terms
of service, optimising actions to ensure the customer’s
needs always come first.
• Focusing on personalised experiences, going the extra
mile to show the customer that the company cares.
• Offering exceptional service that makes a lasting, positive
impression on each and every customer. Customers
can be incredibly demanding these days, with high
expectations. It is critical to business success to manage
and live up to these expectations.
Focusing on
personalised
experiences,
going the extra
mile to show the
customer that
the company
cares.

4. To find out more about this topic, visit
the blog of Mark Lyttleton.