1. Customer centric Marketing

2. Introduction
• Customer centric marketing is
– focused on satisfying the needs of individual
customers (Hanif, Hafeez, & Riaz, 2010)
– It does not emphasize on the needs and resources
of a whole target market segment or the person
doing the selling (Fornell, Johnson, Anderson, &
Cha, 2002)
– It is the ideal approach for marketing especially for
small businesses (Johnson, Gustafsson, & Roos,
2005)

3. Customer centric marketing
• Through the customer centric marketing
approach a firms will be able to:
– Sell its goods or services directly to an individual
customer
– Build customer satisfaction
– Promote lifetime customers
– Develop a long term economic viability

4. Customer centric marketing
• high level of importance is not placed on
understanding behaviors of customers and
exploiting that for the benefit of the business
• customer centric marketing approach simply
places high importance on respect for
customers

5. Customer centric enterprises
• Two examples of customer driven companies
include:
– Amazon
– IBM
• These companies center their marketing and
sales on the customers (Thompson, 2000)
• Eventually, the effort results into product
driven strategy

6. Customer centric enterprises: what
they do
1. Give promises to the customers and not just
missions for the companies (Thompson,
2000)
2. The services are bundled in with the products
3. Create an online community that is inviting
4. Customers have no problem contacting the
companies (Thompson, 2000)
5. Customer friendly and cost effective
communication system

7. Customer relationship
• Customer relationship involves two sources of
customer satisfaction
1. The actual customer experience: represents
what and how customer receive goods and
services to satisfy their needs
2. The marketing dialogue: represents information
exchange to influence the attitude behaviors,
and expectation of customers (Evans, 2002)

8. Effect of customer centric approach to
the organization
• Customer centric marketing approach brings
changes in the designs of various business
process
– Technological support
– Culture in marketing
– Organizational culture

9. Customer centric approach
• Creates organizational culture since every part
of the organization is affected and caused to
focus on individual customer satisfaction
• Marketing and sales personnel are charged
with the highest responsibility
• The marketing and sales department have
direct and frequent contact with the
customers (Cronin, Brandy, & Hult, 2000)

10. Process of customer centric marketing
• First step is to develop an understanding of
the customers. This involves:
– Being aware of who the customer are
– How to identify and group them
– Knowing what they want
– Conducting customer research and intelligence

11. Process of customer centric marketing
• Second step is knowing what the customers
want. It involves:
– Segmenting the customer according to their needs
– Making accurate forecast about the segments
– Adjusting product development according to the
needs of the customers

12. Process of customer centric marketing
• The next step is ensure that the customers are
satisfied
• The fourth step is to develop a culture that
involves every organizational organ in being
customer oriented (Anderson, Fornell, &
Mazvancheryl, 2004)
• Finally, systems have to be put in place to
encourage customer orientation.

13. Goals and Objectives of CCM
• To understand the customers
• To treat customers as the expect to be treated
• Respond to customers actions
• Anticipate the needs of the customers

14. Customer centric marketing and
customer satisfaction
• Positive fulfillment involves delivery on their
words
• Poor fulfillment has a negative effect to the
organization (Athanassopoulos, 2000)
• Customer centric approach helps the
organization:
– Capture information on customer fulfillment
– Respond effectively

15. References
• Anderson, E., Fornell, C., & Mazvancheryl, S. (2004). Customer Satisfaction and shareholder value.
Journal of Marketing, 172-185.
• Athanassopoulos, A. (2000). Customer Satisfaction Cues to Support Market Segmentation and
Explain Switching Behavior. Journal of Business Research, 191–207.
• Cronin, J., Brandy, M., & Hult, T. (2000). Assessing the Effects of Quality, Value, and Customer
Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of retainling, 193-
218.
• Evans, G. (2002). measuring and managing customer value. Work study, vol. 51, no. 3.
• Fornell, C., Johnson, M. D., Anderson, E. W., & Cha, J. (2002). A National Customer Satisfaction
Barometer: The Swedish Experience. journal of marketing, 1-18.
• Hallowell, R. (1996). The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability:
An Empirical Study. The International Journal of Service Industry Management, 27-42.
• Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors Affecting Customer Satisfaction. International
Research Journal of Finance and Economics, 44-51.
• Hennig-Thurau, T., & Klee, A. (1997). The Impact of Customer Satisfaction and Relationship Quality
on Customer Retention: A Critical Reassessment and Model developing. Psychology & Marketing,
737-764.
• Johnson, M., Gustafsson, A., & Roos, I. (2005). The Effects of Customer Satisfaction Relationship
Commitment Dimensions, and Triggers on Customer Retention. Journal of marketing , 210-218.
• Thompson, H. (2000). The Customer-Centered Enterprise: How IBM and Other World-Class
Companies Achieve Extraordinary Results by Putting Customers First. MacGraw Hill.