This question was asked by Marketing Magazine to Longo’s Grocery Chain (see the November Special Issue on Customer Service).

I didn’t get to the answer. The question short-circuited my frontal lobe so I stopped reading. Let me explain.

I have, for the past 16 years, had a mania about customer-centric marketing. I have also been a critic of brand-centric marketing. I have never had a problem selling the strategy, but I have sometimes been a bit disappointed by the casual observation that “It doesn’t look much different”.

It has been a splinter in my brain to characterize the contrast between the science of customer-centric marketing and brand marketing without reaming off thousands of words.

Don’t breathe!  I may have found a solution. I am going to reword Marketing Magazine’s question:

HOW DOES MARKETING MIX FIT INTO YOUR CUSTOMER SERVICE?

(I feel a bit dizzy. Need to take a moment.)

Customer-centric marketing takes brand ego out of the equation and replaces it with brand empathy, at every touch-point. It focuses your value proposition, media execution, product delivery, customer service and relationship management on the customer’s values.

“How does Customer Service Fit into your Marketing Mix?” vs. “How does Marketing Mix fit into your Customer Service?” It is an 180 degree flip. And it is a mind-set. Perhaps you can’t see the difference until you feel the difference.

Is it easy to make the transition?
No.

Is it so obvious when you have?
It may not be so noticeable to the casual observer, but it is very significant to the target audience and to your customer retention, share of wallet, marginal cost of marketing and all those other important variables.

So, how does your marketing mix fit into your customer service?