There will always be those who believe employees are a company’s most important asset, but Denyse Drummond-Dunn will have none of it. Drummond-Dunn, founder of C3Centricity, a marketing consultancy, says customers should drive every decision.
“A customer-centric approach is both thinking about customers in every action you take, as well as knowing them as deeply as you can and keeping this knowledge constantly updated,” she says. Drummond-Dunn offers these examples of how companies get customer centricity wrong and right:
Wrong: Any company that makes it difficult for its customers to use their product.
Wrong: Exaggerated claims or twisting the numbers. You need look no further than grocery store shelves to see lies or half-truths on every package. Don’t
bring that approach to your B2B clients.
Right: Be transparent, in your operations, your actions and your plans. If you aren’t, whatever you try to hide will eventually be uncovered and then made public on social media, probably with an accusation of unethical behavior.
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