In the past few weeks, we’ve shared data from a study with 2,400 consumers showing the efficacy of customer-first marketing.
But how often do companies practice customer-first marketing? And is there a difference between satisfied and unsatisfied customers’ perceptions? Read on to see our latest discoveries.
In October 2016, we split 2,400 consumers into two groups. We asked half of the respondents to name a company they were satisfied with, and we asked the other 1,200 to name a company they were unsatisfied with.
We then asked several questions about their experience, including…
How much does [company name’s] marketing put your needs before its business goals?
To see 27 more charts from the study, download the free report.
Satisfied customers say the company’s marketing puts their needs before the company’s business goals more often
For satisfied customers, the most popular response (from 42% of respondents) was that the company they were satisfied with “often” puts their needs before its business goals.
For unsatisfied customers, the most popular responses (30% of respondents in each case) were that the company they were unsatisfied with “sometimes” or “seldom” puts their needs before its business goals.
Three commitments to shift from a product-first to problem-first worldview
“The MarketingSherpa study surfaces the incredible opportunity for the companies that are willing to shift from what I call a ‘product-first’ worldview to ‘problem-first.’ This requires three commitments,” said Tara-Nicholle Nelson, CEO of Transformational Consumer Insights (TCI) and author of The Transformational Consumer: Fuel a Lifelong Love Affair with Customers by Helping Them Get Healthier, Wealthier and Wiser.
According to Nelson, those three commitments are:
What is the mission of your marketing?
Of course, you have to get leads, conversions and, ultimately, sell products to keep your companies’ doors open. But if your company only sells products, you will eventually lose out in the long-run to the companies that satisfied customers say often put their needs first.
So take a good, hard look at what you sell and how you sell it. What is your company’s essential raison d'etre? Your marketing department’s? Selling a product is a secondary objective. Every marketing decision, every business process should ultimately help a customer overcome a problem or achieve a goal.
Learn a methodology power by customer-first science in the Communicating Value and Web Conversion graduate certificate program from the University of Florida and MECLABS Institute (parent research organization of MarketingSherpa)
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.Get More Info >
Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaignsGet the Template >
Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.Get the Checklists >
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.Get the Infographic >
Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.Get the Infographic >
7 Steps to Discovering Your Essential Value Proposition with Simple A/B Tests
Drive better results when you discover what it is about your business that customers love.Get the Guide >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.