Engagement is intuitive. Price-factor goes stale.

Customers are now shifting gears and have succeeded in becoming the first thing on organizations’ agenda. Organizations are going customer-centric. And why not? When the customers are “supplying” the referrals, serving as references, recommending and liking the products and services on social media, being part of the product and strategy advisory boards, becoming the talk and walk of the company – it’s obvious that they will be the cause and effect of the ROI – increasing the company’s share of wallet.
The customers of today are always connected – aware and sharing. This is a powerful and extraordinary wave that provides thrust to opportunities, but sweeps in consequences as well. Interactive marketing is key to engaging these customers – a new form of instantly and constantly communicating on a one-to-one and one-to-many basis for a highly personalized experience. Delivering and carrying out such marketing and ensuring consistent and coherent experience is the challenge at hand.
This new marketing mix can be seen to include, but not limited to (obviously!) the following strategies:
• Deliver unique content and touchpoints to each type of customer
• Research – lots of it!
• Acquire behavioral data
• Understand and segment the customer-base and interests
• Communicate personalized messages – the magic word is “Personalize”
• Less is more – a simple sophistication like a user-interface that acts as an intuitive, user-friendly touchpoint
• Products and services should be heavily influenced by the customer voice
• The entire organization – all teams need to be on the same page, working towards the same goal of ensuring that the customer is happy
• Don’t stop. Keep evolving the ways of enhancing customer-centricity techniques.
Keeping the customer in mind, and walking in the customer’s shoes for a while can make customer-centricity an easier achievement – starting from the product design, the marketing messages, buying process, and website (or touchpoints) to provide support and care that the customers need. As now, it’s not the price of the product, but the emotional element that clicks.