In their latest update, Google explains the most common mistakes companies make that defeats the purpose of them claiming to be customer-centric. In this particular ThinkWithGoogle update, they outlined the four most common errors that businesses and their owners commit — and they’re all pretty eye-opening, too!
Mistake # 1: Customer-centric = Customer is king?
Nope, this should not be the case all the time. As marketers, we tend to drop everything once our clients hit us with an ‘urgent’ phone call, panicking over their ad campaigns. And though it may seem tempting to do such a thing, it actually becomes the company’s kryptonite.
If you tend to do this, Google expresses that there is a huge possibility that you’re likely to see customers as ‘a single, monolithic entity’. And by doing so, you will also most likely start to measure results based on which customer is least satisfied. This then becomes toxic, for you will definitely stress about it as a business owner and a marketer. Because at the end of the day, we need to understand that each company has their own measure of successes and not everyone is going to have the same magnitude in terms of their results.
The solution: embrace the concept of heterogeneity. Figure out how to organize customers and which spectrum they fall in. The sooner you accept that there is a hierarchy among customers and clients, the easier it is for you to allocate your time and resources to.
Mistake #2: There is no ‘I’ in ‘team’
This is something that is common with companies that have a bunch of different teams. If the sales team has a different way of measuring customer’s value, while the marketing team has another, then it’s a cause for chaos.
The solution: Google gave us a good example of who is doing it right and sharing information as well as best practices among their own teams. Here is a snippet from there ThinkWithGoogle update and why they can be considered customer-centric:
Mistake #3: Consider what you measure
Gone are the days wherein companies should be focusing on how much stuff they’re pushing out into the market and how much it costs them to do so. Although using volume and cost as a metric to measure success isn’t all bad, there are far more important things to focus on if you want to be customer-centric approved.
The solution: Try to think about brand loyalty and engagement as another means to measure. Especially if your product or service is something that people would want to get into the habit of buying, consider gaining the trust of patrons and see if they come back around or not. This will prove to be more useful of a metric for the longevity of your company.
Mistake #4: Babysitting should be a thing of the past
This is applicable to those companies who have external stakeholders. Some CEO’s make the mistake of breaking their backs to try and appease their investors left and right. Though this may seem to be a good solution, it won’t get you very far in the long run.
The solution: Make sure that you and your external stakeholders are aligned in terms of the metrics you use to measure success. Some external stakeholders have a habit of using the old volume and cost metrics, but if you don’t use those things to weigh how effective your strategies are, you must tell them.
Here is another example that Google was gracious enough to give us that we all need to consider:
To wrap this update up, there are a couple of things that you as a company need to be aware of when referring to yourselves as being ‘customer-centric’. Are you tailoring your metrics depending on the client? Are you making sure you build brand trust and loyalty rather than focusing on how much you’re spending on them? These are some of the questions that should be lingering at the back of your mind as you continue to build your brand.