Every business says they value their customers, but actions speak louder than words. For today’s marketers, your only source of competitive advantage is your relationship with your customers. That means creating a customer-centric culture might be the most valuable thing you can do for your business.
The good news is that creating a customer-centric culture is possible, but it takes commitment and work. It doesn’t happen overnight. And it definitely requires that everyone in your organization understands their unique role in the customer experience.
The Do’s of Creating a Customer-Centric Culture
Before we cover what you shouldn’t do, here are the things you should do if you want to create a customer-centric culture within your organization:
- Encourage Your Employees to Be Customer-Centric — The modern marketer wears many hats and has cross-departmental influence within your organization. To achieve a customer-centric culture, you should create an environment where customer experience is valued above everything else, and employees are equipped with the tools and resources to create meaningful connections with customers.
- Be Intentional About Integrating Your Data, Tools, & Teams — The marketing team must cohesively work with sales and services around the same goals and objectives to deliver an exceptional experience across the brand. This means each team needs accurate data and consistent visibility into unique customer moments.
- Equip Your Employees to Become Advocates for Your Brand — As you start to establish a culture of employee engagement, it’s crucial to empower your employees to become advocates, promote your brand in their communities, and develop their own thought leadership. As employees develop into brand advocates, they will amplify your current marketing efforts.
- Create Personal & Meaningful Connections for Customers After the Sale — Great companies recognize that marketing doesn’t end after the sale. Creating a customer-centric culture requires that you’re constantly thinking about how you can surprise and delight customers. This component is what creates stickiness.
The Don’ts of Creating a Customer-Centric Culture
There are several common mistakes businesses make when it comes to keeping customers at the center of their marketing efforts. Let’s call those the “don’ts” of creating a customer-centric culture:
- Don’t Continue to Create and Allow Silos Between Departments — You can’t create a customer-centric culture unless your teams and tools are in alignment. Marketing and sales should be working together to create a seamless experience for potential customers. Marketing should also work with your customer success team to ensure they’re getting the same (or better) experience after they become a customer.
- Don’t Embrace a Transactional Mindset in Your Marketing & Sales — If you want to keep customers at the center of your efforts, stop treating marketing and sales campaigns as transaction drivers. They should be driving revenue, of course, but they’re really about creating a sustained dialog with potential consumers. This is how you create campaigns that become part of your long-term objectives, rather than one-off activities.
- Don’t Neglect the Processes, Systems, & Tools You Use to Conduct Business — Technology has made us smarter than ever before. Still, we must make sure everyone knows how to use the tools effectively to maximize their potential. The first thing your marketing department needs is a database of records synced with the CRM tool your sales and client services teams both use.
Marketing departments are uniquely positioned to help create a customer-centric culture. It starts by aligning your teams, integrating your tools across teams, arming your employees with information, and encouraging your entire organization to become advocates for your brand.