What Is Customer-Centric Marketing?
Customer-centric marketing is simply targeting your message to a specific group or individual, centering on the customer. With today’s technology there really isn’t a good reason not to have customer-centric marketing because the tools for effective collection and analysis of customer data are available in the form of software. Tools have to be right for the job, though, and software solutions for customer-centric marketing are no different.
Tools To Target Customers Without Irritating
Nobody wants to feel like they have a target painted on their back, and the pervasive use of tracking could result in the wrong kind of targeting. The wrong kind of targeting is irritating and causes customers to react negatively to your message. It’s the feeling of being stalked, and nobody likes it. But the right kind of targeting is more like the smile on a friend’s face when they see you, and the gift they made especially for your preferences.
What’s the difference? It’s all in being friends, and giving permission for getting friendlier. When customers are given choices to opt in to loyalty programs, and all emails carry the ability to choose to unsuscribe, it feels friendly. People who feel like there’s a relationship are pleased at targeted offers, but those who don’t have a sense of relationship are irritated by them.
The Flexibility To Customize Marketing Without Guessing
With ChainDrive’s centralized database, all CRM data can be stored and sorted in context of the entire relationship a particular customer has with your store. Targeted marketing or promotions are able to be created for specific customer’s life events, or a mailing list for a particular department, or even chain-wide events. Since the data is provided by the customer through activity like loyalty programs and shopping patterns, there’s accurate information.
Customer-centric marketing is simple because the ability to speak directly to your customer’s needs and wants is facilitated by ChainDrive’s Integrated Retail Management Solution. Operations management has all the tools necessary for fine-tuning the focus and targeting customers in the right way.