The touchpoints. Be remarkable Manage emotions. Create insiders Personalisation    CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business more generally must be customer-centric. There are few things less ethical than trying to shove a product – that is not wanted or needed – down the throat of an unsuspecting consumer. To maximise profitability and […]

  The touchpoints. Be remarkable Manage emotions. Create insiders Personalisation    CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business more generally must be customer-centric. There are few things less ethical than trying to shove a product – that is not wanted or needed – down the throat of an unsuspecting consumer. To maximise profitability and performance more generally, business and marketing, in particular, need to be customer-centric. Customer-centric marketing is the key to maximising sales, margins, the average sale per customer, repeat business rates and referral rates. The customer experience should be entirely customer-centric. A customer experience that meets customer needs and exceeds customer expectations will contribute significantly to maximising every customer’s lifetime value.  CUSTOMER EXPERIENCE Customer experience, or CX as the ‘in crowd’ call it, has been one of the most written about aspects of marketing over recent years. This is not surprising given the potential impact of the…