FastFutures

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What does it mean to be customer-centric?

To be customer-centric is to consider what problems customers may have and how the business can solve them.

For the customer, they consider the benefits and costs of interactions.

Benefits are the positive results whilst doing a job, these are extras that the customer may not immediately think of.

Problem-solving - consider how you can solve or reduce customer problems and in turn provide benefits to your customer

Then consider the features required to do so.

Why is data so important in the digital age?

Data has always been important there is just more data available for use.

There are more ways to understand and evaluate the success of a marketing campaign as a result.

See Think Do Care is a useful framework and is often combined with the marketing funnel

It describes the ideal interaction with a customer regarding the product.

See- based on those who fall into the target demographic

Think - focus on those in need of a product within the demographic

Do- Prepared to buy, for example already in the shop.

Care- They have purchased your product more than twice at the stage where the priority is to gain loyalty

Micromoments

A micromoment is defined as an intent rich moment when a person turns to a device to act on a need, for example, a need to know, go, do, or buy.

The moments are vital for us and are used to progress between stages of the STDC framework.

As a customer looks for inspiration they send data signals useful for us, these are media, environment and audience signals. Media signals are information searched. Audience signals are information about individuals targeted by a product or service, whilst environment signals relate to a customer's current needs.