By nickjohnson - April 16th, 2013
As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013.
‘Customer Centricity’ is not a new term. It has been around for several years. For the more overzealous of marketing ‘gurus’, it’s already dead, actually.
Not according to our corporate respondents. For them, customer centricity is going to be the biggest impact on their role in 2013. Not 2008. Not 2010. 2013.
Why the discrepancy?
Marketing and Communications service providers/agencies have something to sell. It’s understandable that they want to move on from any new development as soon as they can - the next big idea may well be even more lucrative.
But corporations themselves move at a slower pace. They focus on what actually impacts on their business - and their bottom line. Things that work, not things that are new.
There have been many, many buzzwords bandied around for the last few years - glocal, solomo, gamified to name but three. It is significant that, in the company of many other more ‘traditional’ and ‘recognisable’ issues, ‘customer centricity’ is still picked by more than twice as many of our corporate respondents as anything else.
This is the year, it seems, for customer-centricity to truly come to life.