Customer Centricity: lock out the gut feeling
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Customer Centricity is in. It may well be the most important topic of 2017. Chief Marketing Officers, Marketing Managers, Content Marketers, Brand Managers and strategic policy makers have all included Customer Centricity in their plans and strategies: in italic, shaded and bold letters. Then why do so few organisations manage to translate Customer Centricity into truly relevant and rewarding entrepreneurship? Why does the customer often still feel so misunderstood? 

That the customer is in control is no longer an understatement in 2017. It is a firmly established trend that consumers expect to be understood at all times. They desire products, services and customer support that exactly meet their need at a given moment. Customer Centricity is based on actual customers’ needs and sentiments, and translates these into relevant value propositions, demand-driven supply, perfectly customised services and valuable content. In this way, Customer Centricity exceeds excellent customer service. It is the difference between ‘thinking that you know what the customer needs’ and ‘insight into the customer's true motives and needs’.

Big Search & Social Data 

Technological developments have an unbelievable impact on how we choose, buy, live and work. Whether we want to or not, we leave a digital footprint behind with everything we do: Big Search & Social Data. These external big data contain extremely valuable information on the actual needs, interests, wishes and dreams of the customer. “It's about time that organisations start recognising the value and applicability of these Big Search & Social Data in relation to Customer Centricity,” says Martijn Huve, founder of Trendata. 

Real Life Market Insights 

Trendata analyses over 5 billion searches per day on search engines such as Google, in addition to data from social media like Twitter. Using Artificial Intelligence, Trendata rationalizes, interprets and visualizes these Big Search & Social Data to create up-to-date and valuable insights into brands, markets and products. “This helps us to understand what your target group is looking for, how and where this group finds its information, what associations are linked to your brand, product or service, which competitors are meeting current market demands, and how big the actual market potential is. Consequently, we are able to identify the long tail and can draw conclusions about market developments and product life cycles based on historical data. These are all questions that cannot be answered by internal data alone.”

Valuable insights for strategy and operation

Real Life Market Insights provides an answer to all strategic and tactical questions that begin with what, where, why, when and how. Various B2C and B2B customers, such as Intratuin, Nedap, DSM and VU Amsterdam, are already using Real Life Market Insights. They use the insights as a solid basis for digital transformation, market positioning issues, demand-driven range determination, revolutionary product development and valuable content creation. 

Forget that gut feeling

Huve is convinced that organisations that embrace Customer Centricity will make a real difference in 2018. “Real Life Market Insights gives the customer a place in the boardroom and eliminates gut feelings. Organisations that link internal data to external Big Data are giving themselves an advantage. I am convinced that you do not need to have an in-company Data Analyst, Trendwatcher or crystal ball to become and remain relevant.”