Measuring Customer centricity when adopting a customer-first strategy is essential today but how to do it? This post shares some learnings from an analysis of Google searches around the customer.By Denyse Drummond-Dunn

The best way to understand your customers is to watch & listen to them. Customer observation & listening are powerful but often underutilised marketing tools., and are often wrongly carried out. Here are the ffive rules to getting observation and listening right every time, so you get maximum benefit from every session.…

A Head of Marketing (CMO) has a less than 4-year tenure on average, and far less in CPG. How can you keep your job when others are struggling? This podcast is filled with useful ideas and statistics, as well as a 5-step process to help you to answer the ever-increasing demands and risks of a head of marketing job.…

Local brand successes do not automatically guarantee global success. Consider these 5 rules before rolling out your local brand regionally or globallyBy Denyse Drummond-Dunn

The world is filled with smart things, but are they really smart or is it just smart marketing? Smart things use big data but it is the smart people who analyse it that makes it smart.This podcast shares ideas about what smart marketing is and what AI and ML can do to support it.If you prefer to read the post then click the link: https://c3centrici…

Understanding the category in which you are competing is as important as knowing your target customers. Your actual, real category may surprise you. This podcast shares the five most important steps so you can do it for yourself.If you'd rather read the post then click the link: https://c3centricity.com/not-competing-in-category-you-think/…

Whether it's 60% of new product launches fail, or it's 80% or 95%+, successful innovation is rare. Listen for ideas on the reasons & some simple solutions, as well as inspiring examples from around the world.By Denyse Drummond-Dunn

To transform your business into a successful powerhouse, use these 7 Essential Steps to Successful Business Projects for greater profitability.By Denyse Drummond-Dunn

If you're in the planning phase of your business, then you're looking for ways to beat the competition. Here are some useful tactics for profitable growth.By Denyse Drummond-Dunn

Are you as shocked as I am, to think that there is a free communication channel which most marketers are not using effectively today?So what is this incredible channel? The Internet? No. Social Media? No. It's Packaging!By Denyse Drummond-Dunn

With the move of most major supermarket chains to offer online stores too, plus a few successful online only stores, such as Amazon in the US and Ocado in the U.K. manufacturers are now reconsidering just how big they could or should grow their online business.Today, supermarkets are scrambling to catch up as start-ups in many developed countries a…

All marketers know their 5Ps, but do you know what a customer first strategy looks like in each of them? PeopleIn addition to knowing and describing your target customers in detail, the other tip I give my clients is to start and end every meeting by asking what your customers would think of the decision you are about to make/have just made. This o…

A customer first strategy is not hard. Just think customer first in everything you do. So how come most businesses get it spectacularly wrong? I think the reason is because they don't see the immediate return. Reasons for having a customer-first strategyThere has been enough research done to prove that the return on a customer first strategy is sig…

What habits have you become so comfortable with that you don’t even notice or question them? These 13 marketing quotes are amongst my all time favourites. 1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon Brands depend on customers and if companies remember this, then they can only succeed. 2. “Nothing can …

How can I innovate more successfully?According to Harvard Professor Dr Srini Pillay, "Humans have a natural aversion to innovation because it involves a healthy dose of uncertainty and risk." Unfortunately, we try to reduce this risk by referencing past events to help us to predict the probability of our future success. This is why the customer is …

I've been a customer champion for most of my career. But with the likes of Richard Branson saying it's employees first, customers second, my confidence was beginning to slide a little.Thank goodness, therefore, for some new research from Global RepTrak® that has finally confirmed what I have always believed. Customers care about themselves first an…

Here at C3Centricity, we have been measuring marketing priorities with our blog followers for several years. So here are this year's top marketing needs.Insight DevelopmentInsight development has moved from fourth position last year to first place this year. Even though we’ve been talking about it for decades most marketers are still struggling to …

Brand image is expressed in many ways, which can also help brand recognition. Which of them have a face, a voice, an aroma, a unique packaging, a slogan or a sound that immediately identifies them? If they do, what does it bring in addition to the brand in terms of brand recognition?FaceOne of the first faces I think of for a brand is Flo from Prog…

My seven learnings about excellence in customer experience:1. Introduce yourselfIn business, we often forget to introduce people in meetings and when we do, we don't explain their responsibilities.Perhaps if we did this, there would be far fewer people in meetings, as only those with a real reason to be there would attend! Direct contacts with cust…

Review of the top 2016 marketing posts on customer understanding, connection and engagement. These highly popular posts confirm their value & topic importance. A must-listen podcast for all marketers, brand builders and customer centricity champions. Filled with ideas, tips and cheak-lists to optimise your business in 2017.…

What does a business need to do to increase their customers’ satisfaction? There are seven facts that become apparent from this podcast:1. Businesses should always provide a positive customer experience and do whatever it takes to satisfy, but ideally delight.2. Companies need to go beyond the mere process of customer centricity, to truly put their…

Businesses often make the mistake of trying to sell more to everyone.Why is this a mistake? Well, if you try to please everyone you end up delighting no-one. This is why best-in-class marketing works with best-practice segmentation.Whatever method you use for segmenting and choosing your target customers, the results of your exercise of customer gr…

Peru is a remarkable country whose image is dominated by Machu Picchu. But it deserves so much more. This post uses examples experienced by Denyse Drummond-Dunn during her visit, to show how Peruvians are experts in customer delight!It includes how Peruvians welcome and truly value the business of its guests. From travelling in the luxurious coache…

There are many articles on advertising testing, but this one answers IF you should be testing at all! It covers the when, what & how of ad testing.In summary when it comes to testing your advertising:1. Know with whom you want to communicate.2. Know what your target audience wants to hear.3. Know why you are communicating, what the message is that …

Checking a website is often the first step a customer makes when they are interested in a brand or manufacturer. Therefore we should ensure ours responds to their needs, whatever the reason for their visit. This podcast shares the nine essential elements of a customer centric website.By Denyse Drummond-Dunn

Many companies create great new products and services – from their perspective – but they fail! In such a situation, it is almost always due to an outdated innovation process, in which the customer has not been involved.I know it can be difficult to innovate in this new age of technology, but it remains vital for growth. This podcast shares some of…

Have you been working with the marketing 5Ps but still don't seem to know your customers any better? Try these 7Qs and see a real difference! This post gives you the questions to ask yourself and the actions to take to build your brand.By Denyse Drummond-Dunn