Rebekah Richards
What does your mission statement say? Is it poignant? Or does it leave you wondering, “What am I supposed to do with that?”
Creating a customer-centric vision statement to guide new and veteran employees in your company is essential. This statement sets the tone for what’s expected in all departments. As your company grows with the market demands, the vision statement guides that growth.
As you start to formulate a vision statement (or revisit your existing vision statement with hopes of improvement), there are three important facets to consider.
1. What’s at the Heart of Your Customer’s Life?
Companies, especially those with large profits and continued upward growth, fluctuate over time. Employees leave, executives change, and the business expands to new regions. Throughout this volatility, having one vision to keep the company on course is vital. Making the customer the center of the company’s vision is the easiest way to keep development and expansion on track.
High growth companies put more value on delivering something that serves a purpose over simple transactions.
Here’s an example of a customer-centric company: Coca-Cola.
Coca-Cola is served in countries around the world. Its global market is filled with customers that have a different take on the soda pop drink. Still they manage to hold the top spot in this demographic, much because of their newest marketing approach.
They have embraced content and customer engagement as their long-term strategy.
All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core. – Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence.
Those fat and fertile ideas he speaks of are centered on what the customer wants – to be happy.
Coke identified that their customer base drinks their product when they are happy or want to be happy. They then infused that into every part of their marketing with their #MakeItHappy campaign. The results? Coke said that they received 95% positive and neutral social responses, which means customers seemed to appreciate the sentiment.
2. What Will Bring Your Company Better Long-Term Relationships?
The company centric mindset isn’t intended to serve short-term visions. With this focus, companies can withstand hardship and bounce back from financial or other sacrifices.
One core component of companies that implement a customer centric vision is a strong investment in the human side of the business.
Customers guide everything that the business does. That permeates into employee happiness and job satisfaction. The vision of keeping customers happy and exceeding expectations drives the culture and values of the brand. This drive isn’t something that lasts temporarily. It’s permanently baked into the foundation of the company’s success.
3. How Can You Innovate Using a Customer Centric Philosophy?
In addition to better marketing campaigns and happier employees, a customer-centric philosophy leads to improved product lines.
When a company articulates a bigger purpose than basic transactions, their research and development team has more to work with. These teams are better equipped to answer the changing demands of the market and develop products that people want to buy.
This innovation is vastly different than the business down the street that only creates “me-too” products or stagnates because they had a good quarter of sales. Continual development is essential to the overarching success of a company.
Ready to Start Creating Your Customer Centric Vision?
You know the benefits, so how do you get started crafting your company’s new vision focused on customers? You get to know your client base on a more intimate level.
The better you can know your buyer, the easier it is to pinpoint the exact reason he wants to purchase from you today and in the future.
To get the step-by-step instructions for how to narrow your buyer personas and set your company up for massive success, download “The Ultimate Marketing Guide for High Growth Companies.” In it, you’ll discover the secrets used by successful companies to market their product and expand their customer base without losing focus on their purpose.
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