People first, not platforms or profits or products…
Over
the past 10 years, the presiding wisdom in advertising has been that
marketers must put digital first. Recently this digital-centricity has been
replaced by a rallying cry for brands to shift to a mobile-first approach. In
truth, marketers shouldn’t put digital, mobile, or any other technology
platform first – they should put people first.
People
first… not platforms
Websites,
mob sites, apps, and social media communities can all be powerful marketing
tools, but every platform’s value is ultimately dependent on its usefulness to
your customers. It is true that mobile offers marketers greater opportunities
to connect with their agile customers, but it is the specific needs of those
customers that you must consider first when assessing the viability of a new
platform or technology, rather than focusing on the technology itself.
People
first… not products
Businesses
need to start putting the customer at the center of everything they do. This
isn’t just about finding better ways to deliver and support your existing
products and services; it is about innovating new products and services that
are more directly aligned with your customer’s needs. Shifting from a
product-centric company to a people-centric one will revolutionize your
business and open the door to deeper and more sustainable customer
relationships.
People
first… not profits
Every
company is in business to make money, but in today’s consumer-led marketplace
creating value for your company is dependent on your ability to create value
for your customers too. This value need not take the form of discounts or price
cuts. Many progressive companies are differentiating themselves by wrapping
their products in better customer experiences, while others are innovating new
value-added services that enhance their overall offering. Regardless of what
strategy you choose, it is vital to remember that your profitability will
ultimately be a reflection of the value you have created for your customers.
People first… not processes
Disruptive
technology is spawning a new era of digital business transformation. But
disruption is not as mysterious as everyone thinks, and it certainly isn’t
about reinventing your business processes just for the sake of it. In fact,
disruption is really only about one thing: satisfying customer needs, their
primary success has come from their ability to satisfy customer needs more
effectively than their predecessors.
Put
people first and the rest will follow
Technology
moves at warp speed and it is often difficult to keep up, but you shouldn’t
allow yourself to be baffled by tech jargon or bamboozled by fancy new devices
because the digital revolution isn’t actually about technology at all. It is
about people. Ironically, you don’t need a computer science degree to win in
the digital age – you just need empathy. Surviving and thriving in this
hyper-connected world of ours is really about one thing (and one thing only):
your ability to re-orientate your business around your customer… and your
willingness to put them first.
Comments
Post a Comment