Creating Meaningful Customer-Centricity Through Purpose
Achieving success in business these days isn’t just about creating things that are useful to customers; it’s also about creating meaning. It isn’t about focusing either on customer-centricity or on brand identity; it’s about developing the sweet spot where they meet. Many businesses are currently looking to (re)discover their purpose and become more engaged with their customers by being more relevant to them – and by leaving the world a bit better than they found it. It’s about doing business in a smarter, more sustainable way.
In our digital age when everything seems atomised and scattered, a clearly defined purpose provides orientation and meaning to undertakings. Having purpose links the needs and interests of customers to the offerings and concerns of companies: It’s a wonderful way to be more profoundly customer-centric. That’s what employees and customers demand today, but where many companies and digital agencies fall short.
I’ve been working with the principles of purpose in the context of business development since 2011. From that perspective, we’ll take a look at companies that have (re)discovered purpose in business and explore why it’s essential to incorporate it into customer-centricity.