CUSTOMER INSIGHT: Successful customer centricity

Customer centricity is vital to business survival in today’s marketing landscape but what does the term really mean and can a brand ever truly lay claim to it? Melanie May investigates

Giving customers what they want may not be the quickest way to make money, but this, in the age of the empowered buyer, is increasingly becoming key to long-term business survival. Yet while customer centricity has become a popular buzzword, few businesses are currently accomplishing it.

Put simply, it means placing customer needs at the heart of a brand’s offers and communications. As Marcel Holsheimer, vice president, worldwide demand generation, enterprise marketing management, at IBM Unica Solutions says, “It’s about looking at customers individually, asking ‘what is the best offer I could make to that customer now’, and working to maximise the likelihood of a response to that offer.”