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In a world where customers have more influence than ever, it has never been more important to put customers at the centre of your business.
CMOs know this: 73% of them agree customer centricity is critical. Yet only 14% of CMOs think their company is successful at putting customers at the heart of everything they do. Why the gap?
The problem is not lack of desire or customer understanding. The reality is that we are actually TOO obsessed with understanding customers. We are four times more knowledgeable about how customers make decisions than we are about how our own businesses make them.
Great customer understanding alone isn’t enough; what truly matters is whether decision makers frequently think about customers. Customer Salience is the one thing that matters in delivering customer-centric culture change.
Paul Hudson has been working to improve customer focus with brands globally for 25 years, and in Customer Salience he gives you the tools you need to embed customer-focused decision making. Discover:
- the one thing you need to focus on to deliver customer centricity
- practical steps that you can take to improve decision-making in your organization
- the Customer Salience toolkit, to help you get started today
- an online community for support and advice.
Paul Hudson has been working to improve customer focus with brands globally for 25 years. He is CEO of FlexMR, an award-winning customer insight company working with ambitious brands to embed Customer Salience at the heart of organizational decision-making. He is a recognized industry leader, named among the top 250 influential insights leaders, globally, by ESOMAR.
FlexMR host the annual Customer Salience Summit, a leading conference for brand marketers, scoring 92% feedback rating. Due to high demand, they went on to launch a second event, Customer Salience In Practice. The company also hosts a LinkedIn group to enable marketing practitioners to support each other in their pursuit of closing the customer delivery gap.
Paul also hosts the MRX Lab podcast, which has amassed over 100,000 downloads and has remained in the top 10% on the Spotify charts for the past three years. Through FlexMR, Paul sponsors a PhD on Customer Salience at Lancaster University Management School (rated in the top-10 business schools in the UK). He is based in Cumbria, UK.
Table of Contents
Section 1: The Age of the Customer
- Why customers matter more than before
- What it means to be customer centric
- Success and customer centricity
Section 2: The Salience Gap
- The customer delivery gap
- Why customer understanding is not enough
- The problem with structure and culture
- Difficulties with decisions and task focus
- Creating a culture of customer
- The importance of Customer Salience
Section 3: Creating Customer Salience
- The Customer Salience Framework
Challenge: The importance of community
Connect: The power of empathy
Collaboration: The multiplier of cognitive empathy
Create: Acting with intent
- Success in the age of the customer