Brands must not only focus on attracting customers, they must also deliver unique value propositions to those they already have. We must never forget that the secret is in the small details.

There are increasingly more articles in a wide variety of media on defining successful strategies and tactics. Each one reflects different value propositions, integrated channels and returns on investment that would make any of us envious. Faced with all this reality, there is one aspect, a basic one I would say, which is important to reflect on and which cuts across any organization: the customer. This should be the focus of any indicator and any metric, placing the consumer at the epicenter of all things, which is why it’s called customer centric.

This name, taken from overseas, is nothing less than an approach designed around the needs and interests of the customer, prioritizing them over other factors. The tools traditionally used are common sense, intuition and, of course, data on consumer behavior. The constant evolution of consumer behavior, in the form of habits and tastes, makes segmentation an increasingly arduous task, challenging marketing departments to look at the customer individually. All this sounds easy, doesn’t it? The answer is no, but for the more information-hungry, here are a few strategies that can be used to target your customers.

Firstly, it can be explained using a famous expression: “if I were in your shoes”, which basically asks us to put ourselves in the other person’s shoes. Marketers need to look at their business from their customer’s point of view. Sometimes this task becomes quite complex because our knowledge and experience in a particular industry can sometimes blind us. It’s important that we challenge our “certainties” by approaching our customers, through surveys or interviews, to improve their experience with our brand.

The second strategy also makes use of a familiar expression: “the customer is always right”. Basically, the point is that brands must redouble their efforts not to drive the customer to insanity. But how does this usually happen? When brands focus only on sales, failing to deliver their full value proposition, treating their customer as a means to an end. These conversion tactics end up degrading the integrity of the brand, diminishing its attractiveness.

Finally, it’s important to reflect on the importance of getting to know your customer in order to guarantee a unique experience. When the customer is satisfied with the brand, they become a promoter with a level of commitment that goes far beyond their satisfaction.
Successful cases occur when these three strategies are aligned, such as the case of the McDonnald’s chain. Its app allows users to exchange points for menu items.

Of course, each main page is adapted according to use. These points are earned per order. Based on the points earned, the rewards improve. Another option is for customers to donate their points, which turn into money, to a social cause that supports children. Only an organization with a vast knowledge of its customers could use a loyalty campaign to increase the experience, interaction and sales, and also position social responsibility.

It is well known that in the age of digitalization, consumers are much more informed and have a multitude of brands with various services at their disposal. It’s becoming easier and easier to choose another organization, either because of the price or even the services. That’s why brands shouldn’t just focus on attracting customers, they should also deliver unique value propositions to those they already have, designed by us for them. The customer should not be just another number and we must never forget that the secret is in the small details.