Recently, a long-standing Cain & Company client began a corporate-wide rebrand. One of the main goals was customer-first messaging, focusing on buyer benefits over product features. The underlying message stays the same, but the message centers on the positive effects for the customer.
Rewriting your ad copy may not seem monumental, but on a macro scale, it represents a shift in the B2B industry. Brands are realizing that going the extra mile to please your customers has a strong impact on them.
Prioritizing customer success as a main goal is known as customer-centric marketing, and its value has been recognized by brands across the board.
The Industry Is Shifting
Customer-centric marketing focuses on customer experience throughout the sales process. It creates long-term relationships while driving customer loyalty and repeat business.
The concept gained attention when customers started taking the buyer’s journey into their own hands. Ecommerce and online shopping have made it easy for customers to find what they want, when they want it. Transactions are done online without the buyer ever contacting the seller.
Seems like an obvious approach, but for a long time, sellers handled all product information. They'd limit access to these resources, requiring customers to reach out to the seller directly. This was clearly an advantage to sellers, but inconvenient for buyers, especially if they wanted to do any research on their own.
In a digitally motivated age, it’s no surprise that the B2B marketplace has changed. Buyers don't need to wait for product information; ecommerce websites and online channels display the information anytime and anywhere. Basically, the buyer is in control.
Competition Is Rising
With digital channels like company websites, social media, and online publications, competition is growing. Industrial engineers and technical professionals can access more resources than in the past, making it difficult to stand out from the crowd.
This creates a challenge for brand diversity based only on product quality. No longer do claims like “Top-Notch Service!” or “Best in the Business!” work when other brands are parroting along. Your customers are already tuning out.
Instead, learn your customers' motivations. What are their biggest concerns? What questions are they asking daily? What sets you apart from others offering the same product? What problems do you solve?
Methods Are Reforming
Customers favor simplicity! People are natural problem solvers. It’s in our nature to improve our routine and develop solutions that make life easier.
You see this in action every day. Movie rental stores have become streaming services; expensive business trips are now video calls. To succeed, you must offer convenience your customers can't find elsewhere.
Brands are updating their strategies to give their buyers an excellent experience. Ultimately, it's the customer’s job to control their buying process and the brand’s job to deliver a great interaction.
Companies Are Changing
Customer-centric organizations are seeing huge growth. According to Deloitte, these companies are achieving 60% more profitability than those who haven’t employed the strategy.
But becoming a customer-centric brand must become a core value for your company as a whole. A customer-centric brand shares the client’s voice through team collaboration across all channels and experiences. Everyone needs to be on board.
Your organization should understand customer pain-points, what appeals to them, and what will simplify their lives.
Customer Needs Are Evolving
Customer centricity can be summarized into three strategies:
Listen to your customers
Understand their needs
Plan effective solutions
Great customer service must be tailored to each client. Don't merely question their wants, but go beyond to anticipate their challenges ahead of time. Delivering solutions before they were even seeking them is what defines an outstanding company.
Becoming a customer-centric brand depends on seeing the real value of customer happiness. Understanding their challenges allows you to provide the right solutions. Always put yourself in their shoes to align your goals with theirs. Less customer effort means greater satisfaction for both client and brand.