In most business seminars or schools, you will be told that being a customer centric business will help you earn more market shares. Whether that still holds today, is left for scholars to tell us. Every business you can think of tries to define its business and marketing activities around the customer. You hear phrases like - know your customers’ need and provide it for them, understand your customer, get closer to your customers etc.
If business is as easy as being customer focus, every entrepreneur will be smiling to the bank everyday. The fact that not all businesses that are customer centric succeed means that that strategy is now old; you need a broader definition of your market. Even the customers know that your business is not about them; rather it’s more about you.
Today, business has moved from being customer centric to being people centric. Successful businesses have discovered that focusing on your customers is such a myopic way to do business in the 21st Century considering that needs change with time. When Philip Kotler discussed about the holistic kind of marketing, he was talking about doing business in such a way that both your customers and non customers benefit from your activities directly or indirectly. This type of business mindset recognizes that everything matters – not just your customers alone.
The key to engaging more people in your business is to go beyond designing your product and all your marketing campaign around your customers. Think of the value an individual will experience through your business or product.