For over sixty years, marketing′s role was to persuade customers to open their wallets, buy products, and become loyal customers. Today, the process is completely reversed, and customers own the relationship and decide with whom they will engage.
A customer′s level of brand engagement is determined by the knowledge, perceptions, and experiences gathered from influencers in their on and offline communities. That′s where the customer starts their relationship with a brand. Along with this role shift, and driven by digital technologies, one of the most important outcomes of this transformation is the rise of a new and very powerful customer the Advocate.
These customer Advocates have dramatically increased their importance to a brand′s success. Using a digitally connected globe and the power of social media, they have a platform to make their point of view known to everyone. Customer Advocates have transformed what customer–centricity means to the CMO: their job is no longer to tell customers what they want it′s to give customers what they ask for.
In Customer–Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers, Aldo Cundari elaborates on this new environment and demonstrates how organizations can create a new customer centric business model.
Getting messages to customers no longer matter: they are in charge and are expecting the right messages, at the right time, and in the right place, so they can engage meaningfully with the brand. This book provides practical advice for optimizing the quality, not the quantity of marketing messages.
Businesses that still exclusively use traditional, one–directional marketing methods are lagging behind the curve, but if marketers are open minded and willing to change, it isn′t too late to start. Customer–Centric Marketing provides a customer– centric blueprint that will help readers gauge their organizational effectiveness at connecting with customers from cultural, structural, and management perspectives.
Understanding where change needs to occur is crucial to the success of any business, but in marketing it′s especially urgent. In today′s real–time marketing environment, customers won′t wait for brands to take the slow road. With the straightforward advice in Customer–Centric Marketing, readers will be able to implement new strategies now, before customers decide to close the door. Customer–Centric Marketing has an approach to fit every organization. No matter what your organization′s size or industry, follow this process. First, get inspired. Next, align decision makers and build a solid strategic foundation. Get creative, and measure the results. Finally, watch your brand thrive. Customer–Centric Marketingwill take you every step of the way.
Introduction The Shoemaker s Story xi
Chapter 1 The Age of the Customer 1
Chapter 2 Carpe Diem 11
Chapter 3 Customer Relationships Have Changed 25
Chapter 4 From Funnel to the Journey 45
Chapter 5 Brands Will Never Be the Same 57
Chapter 6 Customer Experience Strategy 71
Chapter 7 Building Relationships with the Advocate/Sharecaster 85
Chapter 8 Innovation in Demanding Times 117
Chapter 9 The New Agency 131
Concluding Thoughts 143
ALDO CUNDARI is Chairman and CEO of Cundari Group, a multidiscipline marketing agency offering traditional and digital services to global brands. The firm specializes in integrated marketing, branding and design, and interactive and software development services powered by research insights. In 2012, Cundari Group was ranked among the top 10 most awarded digital agencies worldwide and in 2014 Cundari received international recognition when two of its campaigns were included in the WARC 100 as two of the World′s Smartest Campaigns. That year, Cundari was also ranked by WARC as the #1 automotive agency in the world.