The Wrong Way to Go About Customer-Centric Marketing

A customer-centric business approach encourages customers to be more vocal about what they want from your next product or service. Customer centricity refers to knowing that your business success relies on your ability to understand customers’ situations, perceptions, and expectations. 

Today, customers are no longer just numbers or names on receipts. Customers nowadays are well empowered, engaged, and connected. Customer centricity is the only way to compete and win in your business areas. Customer centricity calls for doing things differently, embracing new approaches to customer engagement, and creating long-term relationships. 

When embodying customer-centric behaviors, there is a wrong and proper way to do it. While it may be exciting to tap into the benefits of customer-centricity, you might find yourself doing it wrong. Your business success depends on your ability to differentiate these two ways. 

When You Have it Wrong

The power shift from brands to customers during the economic downturn in the late nineties turned customers into selective individuals who choose which brands to spend money with. To win as a customer-centric brand, you need to treat your customers with respect, offer excellent service, and build lasting relationships with them. 

Most companies focus on selling as many products as possible, and here is where they go wrong because this strategy no longer works in their favor. In 21st-century marketing, product centricity does not work on meeting customer needs; hence you need customer-centricity. While customer-centricity has many benefits, you can quickly get it wrong when you turn it into an obsession. 

You get customer-centricity wrong when you lack innovation. Customers hardly know what they want. Focusing all your business decisions around what customers want, what they say or do, and lack of innovation becomes a real risk. Lack of innovation opens doors for competitors to develop a successful strategic advantage. 

In a world where customers have overwhelming choices, customer loyalty is not guaranteed. No matter how much you focus on customers, those choosing to stay loyal to your brand are not straightforward. 

Several factors influence today’s customer loyalty. According to FlexMR, 51.6 percent of customers remain loyal due to price, 27.7 percent stay loyal because of the product, and 13.2 percent stay loyal because of customer service. While, 4.8 percent of customers will keep coming back to you out of convenience.

 With all customer obsessions, you’d expect customer service to be the top reason people choose your brand repeatedly. Therefore, as you make decisions, think about customers and how they think about your product, and have customers in mind at all stages of decision making. 

Walking the Talk

Customer experience is now a battleground for brands. No matter your business, customer experience will always be a reference point, and customers will compare you to Netflix, Amazon, or any other brands considered the master of customer experience. Sustainability is suitable for any business. 

Some days back, large businesses were solely built on product-centered approaches. Customers have since evolved, and now companies are embracing the customer-centric business approaches. Choosing between customer centricity and product centricity is the biggest dilemma you may find yourself in. While they may seem like two sides of the coin, you need both to grow.

 As you continue to evaluate these approaches’ efficacies to find both advantages and disadvantages, the best solution is to leverage the power of both customer-centric and product-centric strategies. 

Product First

The business world is increasingly competitive. Customer behaviors are changing, and customer-centric approaches are becoming more effective in driving business growth. As you strive for business growth and success, you cannot entirely ignore product centricity as it carries plus points that add to your business success. 

A product-centric company focuses on products. It also encourages the development of newer and advanced products, notwithstanding the market demand. With a product-centric approach, products such as personalized keychains, if found to perform well, the company may decide to launch them to newer customer segments or even launch them in a new region. 

You may also upgrade the quality of performing products and continuously produce advanced product versions for the market. Product centricity approach may kill underperforming product lines and devote all the energy and resources to high-performing products. Product-centric approaches don’t focus on meeting customers’ needs and challenges but present products that the customers may not have seen or realized they needed. 

Get Customer Centricity Right

Companies have been trying to achieve customer-centricity for over 20 years. To build customer-centricity, operationalize customer empathy and orient your team on customer experience at the point of hiring. Ensure that you also democratize customer insights and facilitate direct interactions with customers. 

The Untapped World of Replacement Lenses

At this point in its history a majority of Americans wear prescription eyeglasses in one form or another. This means 143 million adults or 64% of the population are spending hundreds of dollars every few years to update their prescriptions and find new glasses or contacts. 

For many this represents both a stylistic and economic hassle. The average consumer spends $173 on eyeglasses per purchase. On top of this, eyeglass styles are constantly moving in and out of stock at common retailers. This means most people are going to be finding new, expensive glasses every few years.

This is, fortunately, not the only option. For those with their favorite set of glasses that have an outdated prescription, those with more vintage or outdated frames, or those that simply want to have a more affordable way to get new glasses, replacement lenses offer a great alternative option. 

Replacement lenses can transfer any set of frames into modern, usable eyeglasses. This isn’t limited by bifocals or trifocals, it isn’t limited by progressive or high-index lenses, there’s a way to transfer any frames into exactly what a consumer may need. 

There are even different types of lenses offered that modern retailers may not be as keen to share. Plastic has become the definite favorite of modern times, it’s lighter and isn’t prone to any form of shattering. While glass is the most old fashioned and while it rarely scratches and has the best vision, it’s also the heaviest and most vulnerable.

Polycarbonate is another less common alternative that blocks sun, doesn’t shatter, but is more susceptible to scratches. On top of these physical lenses, there are also modern coatings that add scratch resistance, UV protection, and various other features. Some, such as an anti-fogging or reflection coat will cost a bit more on purchase though.

Interestingly many lens tints have become helpful alternatives to normal clear lenses. Yellow and orange lenses make it easier to see in the dark, brown reduces bright light strain, gray reduces light universally and creates glasses much closer to a pair of sunglasses, blue helps against reflective surfaces, and pink can help reduce migraines. 

These may not be for everyone but for those with specifical sense-based issues they can be helpful options. Right in line with colored lenses are the new trend of transition lenses. Transition lenses move from bright to dark depending on the level of sun exposure. This makes time in the sun much more pleasant but does take some downtime to adjust.

Sunglasses at large are an easy fix under replacement lenses. Not only can they be added to any prescription but any frame can also be equipped with sunglass lenses, prescription free. This is all that the majority of what one can expect when getting replacement lenses. After ordering they can be expected to come in 5-11 days, a quicker process than normal eyeglass creation.

Not many people use replacement lenses as it stands, but not for a lack of quality. Especially when it comes to older persons with long lasting perceptions, everyone should be aware that there is always the cheaper option of lens replacement. Alongside digital eyeglass purchase, it’s a market that’s only projected to grow.