Elvin Nash is a respected General Manager at PBS (Productive Business Solutions) Barbados and he is trusted with much of the company’s marketing tactics. When marketing for a company such as PBS, customer-centric tactics are often considering the most beneficial. Customer-centric marketing places the customer at the heart of all decision making and it helps the marketer better understand the customer. Elvin Nash is fluent with customer-centric marketing in his Barbados position because he has decades of experience, but if you’re new to it, the following tips will help:
- Organize information around customers. Whenever possible, collect data on individual customers and store it in your system. Over time, you will build a useful array of information detailing the behavior and statistics of your customers. Customer-centric marketing campaigns rely heavily on this information.
- Seek deeper customer information. If you do not have much information on individual customers, find a way to acquire it. It is useful to know the behaviors of repeat customers, the actions of non-repeat customers and the effectiveness of follow-up messages, sales and promotions. With this customer information, you can better shape your marketing campaign to appeal specifically to your customers.
- Never stop testing. Customer-centric marketing is a constant trial and error process. As customers and trends change, so must your marketing. Develop new marketing strategies to test, modify them based on customer response, test them again, modify based on response and repeat.