[a replay to document by Forrester “A New Marketing Era“]
“Maybe” we are entering a disruption phase, in which the meanings of terms are radically transformed.
Using outdated meanings means running into misunderstandings, which means thinking about developing a strategy, and actually developing a completely different type and direction.
● customer centricity: centricity is a feature of the declining market. The new market is Customer driven. The difference is fundamental:
we move from a top-down dimension
to a bottom-up one.
● targenting, customer understanding, win customer loyalty: in the new bottom-up dimension,
it is no longer a question of understanding the Customer,
but of giving the Customer tools
to participate actively to the development process.
It is no longer a matter of “win customer loyalty” with sophisticated “tactics” to operate on a psychological level in order to induce them to buy, but to make the Customes aware of the potential of their role as co-product developers.
Most of the big companies’ actions fail because they lack an adequate Market culture (updated to the current Disruption phase).
This also applies to Business Consultants, who should first update the paradigm of their strategies.