In the past few weeks, we’ve shared data from a study with 2,400 consumers showing the efficacy of customer-first marketing.
But how often do companies practice customer-first marketing? And is there a difference between satisfied and unsatisfied customers’ perceptions? Read on to see our latest discoveries.
In October 2016, we split 2,400 consumers into two groups. We asked half of the respondents to name a company they were satisfied with, and we asked the other 1,200 to name a company they were unsatisfied with.
We then asked several questions about their experience, including…
How much does [company name’s] marketing put your needs before its business goals?
To see 27 more charts from the study, download the free report.
Satisfied customers say the company’s marketing puts their needs before the company’s business goals more often
For satisfied customers, the most popular response (from 42% of respondents) was that the company they were satisfied with “often” puts their needs before its business goals.
For unsatisfied customers, the most popular responses (30% of respondents in each case) were that the company they were unsatisfied with “sometimes” or “seldom” puts their needs before its business goals.
Three commitments to shift from a product-first to problem-first worldview
“The MarketingSherpa study surfaces the incredible opportunity for the companies that are willing to shift from what I call a ‘product-first’ worldview to ‘problem-first.’ This requires three commitments,” said Tara-Nicholle Nelson, CEO of Transformational Consumer Insights (TCI) and author of The Transformational Consumer: Fuel a Lifelong Love Affair with Customers by Helping Them Get Healthier, Wealthier and Wiser.
According to Nelson, those three commitments are:
What is the mission of your marketing?
Of course, you have to get leads, conversions and, ultimately, sell products to keep your companies’ doors open. But if your company only sells products, you will eventually lose out in the long-run to the companies that satisfied customers say often put their needs first.
So take a good, hard look at what you sell and how you sell it. What is your company’s essential raison d'etre? Your marketing department’s? Selling a product is a secondary objective. Every marketing decision, every business process should ultimately help a customer overcome a problem or achieve a goal.
Learn a methodology power by customer-first science in the Communicating Value and Web Conversion graduate certificate program from the University of Florida and MECLABS Institute (parent research organization of MarketingSherpa)
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