FROM THE EDITOR
What exactly does customer-centric mean?
In his book, “The Practice of Management”, published in 1954, Peter Drucker created the professional discipline of management. Drucker’s ideas are the cornerstone for modern business management.
He also introduced the importance of the customer. “It is the customer who determines what a business is, what it produces, and whether it will prosper”.
Sadly, many of us relegate the customer to a tagline in an ad or a target audience description in a campaign plan. How do you think they must feel about that? I recommend you ask them sometime!
However, many also use a customer-centered strategy not only for marketing and sales, but as a foundation of their business model. The most successful B2B organizations place the customer at the center of everything they do in a Peter Drucker style. They apply a deep understanding of their customers to every decision they face.
What are my customer’s biggest challenges?
What will it mean to them to overcome these challenges?
What solutions will best solve their problems?
What opportunities will they pursue when they no longer have these issues?
What will it mean for their lives?
And how can I help them?
The answers to these questions drive research, product and service development, pricing, market size, messaging, sales processes, contracting, customer support—you get the picture—everything about the business. And that is being customer-centric!
In this edition of our newsletter, we seek to humanize our buyers with an introduction to the Follow Your Buyer concept, understanding what buyers really want, and creating in-bound marketing oriented on your buyer’s needs.
If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!
Thanks for reading - Perry
Chief Editor | Follow Your Buyer