Keys to Customer Centricity

In order to have an objective view of their customer experience, businesses need to move beyond simply being a customer of their own product/services. “While it's a natural tendency to think others will like what we like, business leaders need to be careful not to assume that what makes them happy will make their customers happy,” advises Elicit CMO Brooke Niemiec. She suggests building customer dashboards to get an objective view—including anything from brand-tracking results, online profiles or social listening centers. Another way to get a better idea is to “prove yourself wrong.” Critically evaluate what your company has assumed to be true to see if it’s actually true for your customers. This can come in the form of brand studies, message testing or more. (AdAge, 7.21.17)