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User-Centric Marketing and Why it is Really a Game Changer?

User Centric
This week let’s dive into the User-Centric Marketing approach I learned from CXL institute and why it is really a game-changer.

How Digital changed…

Digital has entirely flipped the way humans thinking and drastically made a disruption in the business world.
Marketing now is not the same as how it was published through billboards and hoardings. These crafting’s seem to be amplified right now in this digital era and various disruptive techniques are completely ruling the business sectors.
‘Search’ has changed everything.
Whatever product or services are when you search you see every single competitor across the entire globe. So digital is completely giving freedom to everyone to share emotions through various social platforms and business is likewise growing tremendously getting more from the people.
It is clear that marketing doesn’t have one single concept of buying and selling, It has entirely amplified expansion through our customers’ emotions. There is no such company which grows only looking after the revenue improvement and sales target.
Every single move is determined by our customer. Every single progress is made only through persuading their customer. It is a matter of how quickly business peeps acquire their customers to fall into the trap forever by making them loyal-beings.
To run a successful business one should know the technique of getting more from customers to take action through the emotional touch that you create with them and hold tangled.
Let us see the important techniques that can be used to acquire customers, track and bring them inside one’s business journey smoothly.

Customer Journey

Well, first it does not need to be 100% accurate!
But understanding the Customers Goals, Pain points, and Objectives is mandatory to know to sell your product or service wisely. Before diving into the customer journey, understand the need to know about your customers.
Customer Journey Image
It’s a visualization of your customer journey and it is going to be fairly simplified.
Two key components in framing a customer journey,
  1. Steps in the Journey 
  2. Information about the customer
Empathy Mapping is another way to know about your customers. This lists out 6 critical questions that one should collect from the customers.
  1. What does he think and feel??
  2. What does he hear?
  3. What does he say and do?
  4. What does he see?
  5. His Pain?
  6. His Gain?
 These mappings are only a snapshot in time, they don’t take into account the customer is actually on a journey. So it takes a series of steps on that journey user into, even things like what touchpoints they have with your company will change depending on where they are in the journey at the very beginning, their only interaction with you might be via Facebook ad, while later on its going to be your website, later it might be with your sales team and etc.
Best Practices for Better understanding your audience
  • Don’t hire a “user research company” that would be an enormous waste of money.
  • Find the existing user research that is already being in your organization.
  • Sales team is one of the best option, as they they regularly deal with customers, and find the questions that aren’t found in the team
  • Customer service team is another best resource where that they answer with the people by answering the phone or chat every day.
  • You can ask your salespeople who answers in ‘social media’ on a daily basis to the customers.
  • Most importantly, ask Google Analytics team members to know more about customer’s actions based on the traffic source they are in.

Encourage your customers through the survey

  • The best way to put surveys in front of people is on exit-intent of your webpage. Because people let go through 1 or 2 pages of your site and settle for a few minutes. Then put your survey on the exit page.
  • “Keep it Short Simple(KISS)”, one question is often enough to answer your ‘specific question’ you framed in the survey.
  • Start with the simple question which is addressed at the top. Then go with other multiple questions you put that are to be answered.
  • You can do offer Amazon gift cards in return for their time and effort.
  • You can also run competitions so that you are not giving everybody a prize at the end of it. But you’re giving them a chance to win a prize.
There is a big psychological thing you are creating in customers’ heads by offering them a gift at the end of completing the survey thanking them and this is called Reciprocation (Delightful Survey)
To know more about this please read my article on “Cialdini’s 7 Principles of Persuasion-1” and “Cialdini’s 7 Principles of Persuasion-2

The Card Sorting Technique

This Card Sorting is for better understanding their mental model of the world.
A mental model is an association that we make between things, depending on culture, background, life experiences, etc. It is a methodology that enables us to begin to understand the user’s mental model and to organize information around a structure.
Two ways,
1. Open Card Sorting.
Organizing those cards in any way that they want. 
2.Closed Card Sorting
Arranging the cards into predefined categories.
After deciding what those containers are and people just put the cards in the associated containers
Tools like “Optimal sort” can be used for this technique. These don’t give you exact results, because people logically differ from each. So, this can be a supportive hand-holding technique where along with these you’re much better to focus on those trends, those similar words, and the terminology that people use.
These techniques are really time tested and can be used by any team. If you like to discuss with me just drop down a comment below,
Thanks a lot to CXL team for this awesome Scholarship and lessons.

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