If we roll the clocks back a few years, many organisations were focussed on trying to have a relationship with their customers and the term customer relationship management, or CRM became prominent. The failing for this approach is that a huge assumption was made that your customers or potential customers actually want a relationship with you. Many simply don’t and the systems and technology created to manage these “relationships” offered little in the way of value for them but instead focussed more on how a company could monitor actions around them.
More recently the term and practice of 'customer experience' (or CX) has been the focus of many marketers. This term avoids the assumptive relationship side of things and instead focusses on how a customer feels when interacting with anything that a company trying to sell to them has created, be that a piece of content, a web site, a physical personal interaction or their journey through a sales process as examples. What customer experience often fails to deliver is the level of personalisation that different buyers with different wants, levels of knowledge, and personal information needs actually have, and so many CX programs take a one size fit all approach to 'experience'.
Being customer obsessed means we aim to help you put your customers at the centre of everything you do, ensuring every message is personally relevant at the time it’s received.
Customer obsession is becoming the new term and the battleground for businesses to differentiate themselves and demonstrate to the buyers of their products and services that they really understand them personally. The information they seek has been tailored towards them already because the company understands what the buyer needs to know. The experience that the buyer has with the selling brand is unique to them, because the company has taken the time to research how to talk to them. And the messages that we provide to these buyers are on the channels that we know they want to find information on.
This is what being customer obsessed is all about. Putting the customer at the centre of everything the company does and being aligned across everything the company does to make sure their experience is personal to them.
To ensure a potential customer of a product or service experiences a consistent set of messages, brand identity, look, feel and tone, across all places they chose to consume this message, marketers created “integrated marketing”. And for years this has become the default approach for how to run good marketing that avoids confusion and mixed messages for your audience. The problem that exists of course, is that most companies don’t stick to an integrated approach and different teams, departments and often international stakeholders create marketing output that is totally inconsistent and then adds it to channels where buyers consume and become very confused.
The word “unified” translates as “one connected experience”. It’s focussed on making sure that the customer has a single experience of a brand and it puts the customer at the heart of the matter. It’s a philosophy that doesn’t just touch marketing and needs to reach across the whole organisation. Unified marketing unifies all departments and functions around a common understanding of the customer, their informational needs and where and how they look for it. Strategies are aligned from the start as opposed to integrated.
Customer obsessed, unified marketing is what we stand for. It’s not always easy to apply and with larger organisations comes further challenges around how you approach this philosophy. But it still needs to be a focus and we need to strive to implement it.