Develop a More Customer Centric Approach to Marketing
In 1925, a 3M sandpaper engineer visiting an auto-body shop found workers complaining about the difficulty of painting a two-tone car without the colours running together. The engineer subsequently figured out how to put a sticky backing on paper. Masking tape was born - one of 3M’s biggest products. The innovation represents what has been expressed as the ‘Holy Grail’ of innovation – meeting the unmet, unarticulated needs of consumers.
The opportunities are everywhere…if you see them through the eyes of your customer. Failure comes from confusing consumer marketing with consumer understanding. The customer is everything. And what they crave is an experience with your product or service that benefits them directly and personally.
Companies with a1800 view that are focused on a one-way sales ‘talk’ to consumers, have difficulty understanding and managing customer life cycles and profitability.
The secret to unleashing exponential business growth lies in a 3600 conversation with customers, and an intimate understanding of what they desire and will desire in the future. A 3600 view generates customer value by creating the organizational ability to deliver relevant, targeted communications. Marketers must have processes and supporting technologies in place to rapidly leverage the customer intelligence they collect to deliver actionable insights and interactions tailored to each customer throughout the life cycle.
To create customer and prospect profiles, identify the most profitable customers, optimize multi-channel communications and anticipate customer needs, marketers need the ability to:
- Create customer intelligence from the mountains of disconnected customer data the company collects on a daily basis.
- Apply that intelligence to create the ideal marketing mix or channel-distribution to execute more targeted, effective inbound and outbound campaigns.
- Measure the value of those campaigns and feed that information back into the planning process.
Twist Marketing helps leading organizations maintain and grow profitable customer relationships by developing fully integrated and extendable Customer Relationship Management (CRM) solutions. Implemented correctly, these solutions deliver and manage the information needed for companies to interact with the right customers at the right time, through the right channel.
