Are you Customer-Centric?
Most marketers think they are customer-centric, when in fact they are not. Take this test, just pick up any piece of sales literature.
If the headline features your company name subtract 5 points. If it features a customer issue, add 5.
If half of your lead paragraphs begin with company name, subtract 5 points.
If more than half your lead paragraphs begin with customer issues, add 10 points.
If there are no named customers, subtract 5. If there is at least one named customer, add 5. If you name three customers, add 10 points.
If your photos or imagery features your company subtract 5, if they feature customer situations, add 5.
Tally your score:
25-30 congratulations, you're leading in customer centricity!
10-20: It's pretty much about you.
Less than 10: It's ALL about you.
It's easy to change! Here are some examples of the difference a few simple changes in wording can make.
BEFORE: New research by Global Data reveals significant opportunities for retail banks to build customer loyalty and drive revenue.
AFTER: Retail banks can realize significant gains in loyalty and revenue by consulting new research from Global Data.
BEFORE: At Cyber Systems, we aspire to be our customer's most valued partner in helping them achieve customer-driven business results.
AFTER: Customers across the industries and levels of government are driving positive, customer-driven results with solutions from Cyber Systems.
This one isn't bad, but a few simple changes makes it all about clients.
BEFORE: For 75 years McKay has helped business leaders address their greatest challenges, from reorganizing for long-term growth to improving business performance and maximizing revenue.
AFTER: Business leaders have looked to McKay for everything from reorganizing for long term growth to improving short term revenue opportunities. And they've been doing it for 75 years.
If you make it about them, you will reap the rewards.