What would enable marketing teams to anticipate and respond to customer needs? Well – this is the question that Natasha Milsted, Chartered Marketer explored as part of her final MBA project. Find out more.

In today’s blog we are discussing what customer-centric KPIs could look like in your organisation and why we think taking the time to develop shared KPIs fosters accountability and collaboration.

In the last blog we mentioned customer journey mapping and how this is a useful approach to helping you to understand the customer experience and pain points. In today’s blog post we are going to explore how mapping customer journeys can be a catalyst for aligning marketing content with real customer problems.

We always liked the previous CIM definition of marketing as it used the word “advocate” for customers, whereas now it talks about satisfying and responding to customer needs. However, the word advocate we always found very emotive word to use when helping the teams we lead to understand their role. For us apart of this advocating for them, means ensuring they have a voice and we’re listening to them!

In our new series of mini blogs we will be exploring operationalising customer empathy, creating processes that encourage and use customer feedback, aligning marketing content with real customer problems, how to incentivise customer centricity, bridging the gap between marketing, sales and other functions, and the role internal comms and engagement.