Winning With Customers: It’s About Customer Value Not Customer Centricity

Winning With Customers: It’s About Customer Value Not Customer Centricity
SHARE
THIS



In this guest piece, Lee Naylor, managing director at The Leading Edge (an Enero Company) argues why it’s not about customer centricity, but customer value.

“Putting the customer at the centre of what we do” is a line heard time and time again. Businesses often use it as a humble guise to portray customer-centricity to their consumers and competition. They look to use Net Promoter Score or similar metrics as a way of ensuring they are on the right track, but is this the right way to ensure we’re truly thinking about the customer?

2

Let’s define, first of all, what we are looking to achieve; at the end of the day it is about reaching current and potential customers with products and services they want. So how do we ensure we do this? It’s also not asking what customers need (I don’t really need an Apple Watch- but I do want one) – it’s about finding out what the customer actually values, and being able to deliver and articulate products and services to match.

A lot of the work The Leading Edge have been doing with service companies has been understanding exactly that. What’s difficult is finding out not only what they value today but also what they will value tomorrow. This is all to do with the frame of reference we give the customer. If we talk about banking, then we will frame our responses with what is in the banking field today, keeping us static in terms of the customer value proposition.

A good customer value proposition is the way we are able to deliver to meet a customer’s value. This is done by creating an enduring platform that aligns with the brand and allows us to prioritise and make sense of our products and activities.

Our work is to start broadening the aperture, and then gradually focus on the area of interest; what we refer to as the 4C’s – Cultural, Consumer, Category and Company. Using these four lenses allows us to understand what our customers are likely to value.

Please login with linkedin to comment

Loud & Clear

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]