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    Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers
    Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers
    Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers
    Ebook236 pages2 hours

    Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers

    By Aldo Cundari

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    About this ebook

    The practical, expert guide to reaching the new consumer

    Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today.

    The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top.

    • Define the new customer-purchasing journey
    • Identify and influence the new consumer
    • Engage, nurture, and utilize brand advocates to spread your message
    • Position your organization to win in the new marketplace

    As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to  a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.

    LanguageEnglish
    PublisherWiley
    Release dateApr 29, 2015
    ISBN9781119102656
    Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers

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      Book preview

      Customer-Centric Marketing - Aldo Cundari

      CONTENTS

      Cover

      Title Page

      Copyright

      Dedication

      Prelude

      Introduction: The Shoemaker's Story

      Chapter One: The Age of The Customer

      Solutions Come Through Understanding

      The Road From Ground Zero

      The Age of the Customer

      Chapter Two: Carpe Diem

      The External Challenges You Will Face

      The Internal Challenges You Will Face

      The Multiplier Effect

      Ignore the Voice of Doom; It's Only a Voice

      Breaking Down the Traditional Mind-Set

      No Better Time to Get Started than Now

      The Customer-Centric Checklist

      Building A Customer-Centric Organization

      Chapter Three: Customer Relationships have Changed

      Customers are not Connecting the Way They Used To

      Customers Don't Believe What Brands Say Anymore

      Rebuilding Confidence in Your Brand

      The Rise of the Brand Advocate

      How Else have Customers been Transformed?

      The Rise of the Millennial

      Millennials aren't Alone

      Behavior Across all Ages is being Transformed

      The Rise of the Brand Advocate

      Priming the Advocate Pump

      BMW 1M Case Study

      Chapter Four: From Funnel to the Journey

      Model 1. The Customer Decision Journey

      Model 2. From Decision Points to Moments of Truth

      Model 3. Zero Moment of Truth

      The New Model: Customer Purchase Journey

      The Advocate and Influencer Loop

      Customer Purchase Journey

      A New Customer ROI

      Definition of Return on Involvement

      The Return on Involvement Formula

      Chapter Five: Brands will Never be the Same

      Does A Brand Add Value?

      If A Brand has Value, What are its Values?

      They’re Just Not That Into You

      So What’s A Brand Supposed to Do?

      So, What’s Next?

      Telus Talks Business Case Study

      Chapter Six: Customer Experience Strategy

      Where Does Customer Experience Start?

      Center Strategies on Customer Perspectives

      Not Strategy as Usual

      Making Transformation Happen

      Breaking New Ground

      Customer Centricity

      Marketing Management—Process and Implementation

      Marketing Science—Measure and Learn

      Chapter Seven: Building Relationships with the Advocate/Sharecaster

      Why Do Customers Share Content?

      Organizational Mind-Set

      Sliced and Diced Distribution

      Making the Case for Dempster's

      Star in Your Own Sexy Romance Novel—The Launch of Zero Bread

      Listening is as Important as Storytelling: Real-Time Marketing (RTM)

      CIBC FIFA World Cup™ Canadian Sponsorship

      Content Development

      Fan Standings

      Super Fans Contest

      Results

      Where do You Start?

      Planning

      Align Decision Makers Before You Start

      Getting the Content Strategy Right Up Front

      The Short Story Behind Storytelling—Creative Considerations

      Getting the Story out There

      The Art of Creating Valuable Content

      Chapter Eight: Innovation in Demanding Times

      Insights are the Bedrock of Innovative Thinking

      Organizing for Innovation

      What We've Done

      The Toronto Sickkids Hospital Pain Squad App

      Chapter Nine: The New Agency

      Change or Die

      From the Client Point of View

      Moving Forward the Cundari Way

      With These Lessons, We Made the Following Changes

      Analytics that Generate ROI

      Our New Team-Centric Model

      Concluding Thoughts

      Index

      End User License Agreement

      List of Illustrations

      Figure 1.1

      Figure 1.2

      Figure 2.1

      Figure 3.1

      Figure 3.2

      Figure 3.3

      Figure 3.4

      Figure 3.5

      Figure 3.6

      Figure 3.7

      Figure 3.8

      Figure 4.1

      Figure 5.1

      Figure 5.2

      Figure 5.3

      Figure 6.1

      Figure 7.1

      Figure 7.2

      Figure 7.3

      Figure 7.4

      Figure 7.5

      Figure 7.6

      Figure 7.7

      Figure 7.8

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      Figure 8.1

      Customer-Centric Marketing

      Build Relationships, Create Advocates, and Influence Your Customers

      Aldo Cundari

      Chairman & CEO, Cundari Group LTD.

      Wiley Logo

      Cover design: Wiley

      Copyright © 2015 by Aldo Cundari. All rights reserved.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada.

      No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.

      Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

      For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

      Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

      Library of Congress Cataloging-in-Publication Data:

      Cundari, Aldo.

      Customer-centric marketing : build relationships, create advocates, and influence your customers/Aldo Cundari.

      pages cm

      Includes index.

      ISBN 978-1-119-09289-6 (cloth); ISBN 978-1-119-10261-8 (ePDF);

      ISBN 978-1-119-10265-6 (ePub)

      1. Relationship marketing. 2. Customer relations. 3. Marketing—Management. I. Title.

      HF5415.55.C86 2015

      658.8'12—dc23

      2015002783

      Dedication

      Dedicated to my darling wife, Livian, and five incredible children, Natalie, Christopher, Julia, Joseph, and Nicholas, who mean the world to me. I further dedicate this book to my Mom and Dad for taking that leap of faith to fulfill their dreams for a better life and settling in Canada. My heart will always belong to you.

      Prelude

      Along with the overwork and hyper-speed environment that fills our day, the dedication and hard work involved in a project like this doesn't come along without the patience and support of some very talented individuals. It is their innovative spirit and creative talent for seeing what is just around the corner that makes our organization successful. So I thank all those who provided their input (thoughts and sweat) into making this book possible.

      There are also people you meet in life who make a mark on you and, over time, they exit and reenter as though these encounters are destined and purposeful. Doug Moxon is one of those people. In the mid-1990s, Doug ran my U.S. regional office. After he left, we always stayed in touch, as if there were unfinished business. And this book is that unfinished business. Doug helped with the heavy lifting of research, editing, and being my debating partner for the ideas and concepts you will find in this book.

      Let me also thank all those who have helped with their guidance and wisdom over the years and give a special shout-out to the many valued individuals who took the time to read the manuscript and provide their input. One in particular was Ronnie Cohen, who gave her time, energy, and love of writing to edit the book. I give my sincere thanks to the numerous employees, clients, and industry peers who have placed their trust in me and played important parts along this long journey. You make every day seem like it's a new beginning.

      Introduction

      The Shoemaker's Story

      The starting point for this book came a couple of years ago, when after a 30-year absence, I reengaged with my love of fine art and sculpture. As a young man I had studied fine arts and intended to pursue a career as a sculptor. Since it was the late 1970s, I went off to the local library (definitely pre-Internet) to look for a school in Italy to explore my creative aspirations. I discovered the Istituto Europeo di Disegno in Rome, Italy. So off I flew to Rome to apply, gain acceptance, and become a fine artist.

      It wasn't quite what I expected. On the expected side, my studies exposed me to classical approaches to design and form, and enabled me, as a sculptor, to look at an object that has no form and see the form within it. I think that foresight has given me the ability to get to solutions more quickly. The unexpected was the practical side of creating fine art. You had to consider how the materials and installation affected the final viewer experience, so I studied industrial and architectural design, plus materials handling in order to work with the physical realities of the installation space. In hindsight, this combination of creative thinking and fact-based analysis established the basic framework for my future marketing mind-set.

      Inspiration Where You'd Least Expect It

      While in Italy, I had a second and probably more profound experience that influenced my thinking. It took place on one of my school holiday breaks. My limited funds didn't allow me to fly back home to Canada, so I went to visit my parents' Italian birthplace in Rende, Calabria—a small village nestled in the hills of Cosenza, a southern Italian province. As I walked the streets of the small town, I could feel the rhythm of the community where my parents grew up and the life they left behind. Wandering through the central square, the Piazza Giuseppe Garibaldi, I overheard a conversation between a shoemaker and one of his loyal customers. This simple but personal conversation shaped my perspective on how to build long-lasting customer relationships, and I have illustrated it in the following story:

      My grandfather lived in a small town of about 500 people in southern Italy. In the town was a shoemaker. He was a great shoemaker and learned the trade from his father and his father's father. He knew practically everyone in the town: how many kids they had, when he had made their last pair of shoes, and what kind of shoes they needed and liked. He could see them, talk to them, and check how fast their shoes were wearing out. He literally knew his market on a first-name basis. He could anticipate their needs and next purchase. If something went wrong, he could make it right, fast. He was always there with exactly what they wanted—when they wanted it.

      He provided an exceptional level of what we now call customer centricity and experience, and that's how he ensured his customers' loyalty.

      When I returned to North America and the realities of making a buck set in, I soon discovered opportunities for aspiring sculptors were very limited. It was time for Plan B, and I decided to use my creative skills to freelance at a few design and advertising firms. After I got some initial experience in the industry, I realized I had a unique advantage: I knew how to both frame a problem and create its solution. By employing my creative and analytic skills learned in Rome, I was able to turn around projects and solutions faster than my fellow creatives. In short order, this led to starting my own shop, which has since grown into a multidisciplined agency

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