Customer-Centric Marketing

Part Four

Marketing planning

Many managers have struggled to adapt to the relentless changes in technology. It is said that the only constant is change, hence managers have to keep pace with, and implement, changes and the move to customer- centric marketing should be one such change. What’s needed is not change just for the sake of it but the right change. You need to reflect on the changes you’ll need to make in order to fully incorporate customer-centricity into your organization, such as:

• the balance between efficiency and effectiveness;
• attitudes to/and relationships with customers;
• the balance between ‘our’ needs and ‘their’ wants;
• redefining customer satisfaction;
• refocusing onto the long-term objective, rather than shorter or medium ...