5 customer centricity mistakes

B2B brands are striving to become more customer-centric, but what mistakes are they making along the way? Jessica McGreal investigates

Every B2B brand wants to be customer-centric, hyper-personalised, and be using data-driven personas to understand their customers and ultimately drive sales. But what do all these buzzwords actually mean?

Mario Kyriacou, marketing and demand generation manager at Sitecore, explains: “In traditional terms, customer centricity means listening and paying attention to the needs of your customer, ensuring their needs are met and anticipating possible future customer requirements. Thanks to digital technology, brands now have more data than ever about their customers and can build a good personalised profile of their individual customers that allows them to deliver a bespoke customer experience.”