Advice on How to Make the Case for a Customer-Centric Transformation
Customer-centric isn’t just a buzzword to us — those marketing efforts are the stories that we love to tell at MarketingSherpa. From our case studies to our data, we want to give you everything you need to keep your customer foremost in your marketing efforts.
In October 2016, we surveyed two groups of 1,200 about customer-first marketing. We asked one group 50 questions about the business, marketing and channel practices that make them highly satisfied with a company. We asked the other group similar questions about what makes them highly unsatisfied with a company.
We provided Sarah Esterman, Lifecycle Marketing Manager, Simple.com, and Jamey Bainer, Strategy and Planning Director, Pacific, with two of the charts created using that data, which asked 1,200 highly satisfied customers: “Thinking about the marketing of [the company they were highly satisfied with] which of the following is true about your experience? Select all that apply.”
(click image to enlarge)
The same question was asked of 1,200 highly unsatisfied customers — with a very different result:
(click image to enlarge)
Armed with that information, we asked Sarah and Jamey five questions about the trials, tribulations and tips for implementing customer-first marketing.
Editor’s Note: Sarah Esterman is speaking at MarketingSherpa Summit 2017, and Jamey Bainer participated in the sponsored Summit content “Inside the Industry.”
Q: What are some arguments marketers can use to push for customer-centricity in their organizations?
