As the best practices of marketing evolve with technology and cultural shifts over the years, getting the attention and loyalty of customers has changed. Long gone are the days of Henry Ford saying, “Any color the customer wants, as long as it’s black.” Today, marketing messaging is more focused on the benefits to the customers, not just touting new product availability.
Putting your customer first by prioritizing their interests and wants helps improve customer satisfaction and brand reputation. People identify with your company when using customer-first language and begin to trust you as a solution to their pain points. This can be accomplished through what is known as customer-first marketing.
What is Customer-First Marketing
Customer-first marketing is a strategy that puts the customer at the center of a company’s decision-making. Instead of focusing on selling your company’s products or services, your thought process shifts to solving problems for your customers as the top priority. CX First strategy is more than just a shift in sales strategy – it starts with how you develop products, the resources you have available during all steps of the customer journey and how you can build better relationships with your customers.
The Importance of Using Customer-First Language
Customer-first language is a crucial element of customer-first marketing. Speaking with your customers on their terms about how you can help solve their challenges helps to build trust and rapport which ultimately results in better customer engagement, higher conversion rates, and stronger customer relationships. It also shows that you value the business of your customers and are tailoring your message to them. By prioritizing a customer’s perspective, you convey an authentic interest in their needs.
By listening to the voice of the customer and catering to their wants and needs, you create a positive, more personalized experience. Customer-first language helps to capture the attention of customers and encourages them to act. When the language you use aligns with your customer’s pain points, it shows that you have done your research and understood their needs, ultimately building credibility and trust.
Implementing a Customer-First Marketing Strategy
When developing your high level CX first marketing plan, be sure to:
- Frame your messaging around tangible outcomes and the value that your product or service delivers to help alleviate your customer’s specific challenges.
- Develop messaging that aligns with the needs and decision-making processes of your customer.
- Regularly check in and get feedback from your customers to ensure that the language you are using is still resonating with them. If it isn’t, be sure to change your messaging accordingly.
What Does Customer-First Language Sound Like?
An easy way to tell if you’re using CX first language is if you use the word “you”, but it’s more than that. Are you flaunting a feature (company-first) or explaining a benefit (customer-first).
Here are some examples of how you can change the way you speak with your customers using customer-first language.
Company-First vs. Customer-First
❌ Our software has been developed with the latest technology and includes 50 advanced features. | ✅ With our software, you can streamline your workflow and easily manage projects with 50 powerful tools designed to save you time. |
❌ We have 50 years of experience in the aerospace industry and have won countless awards. | ✅ Benefit from our half-century of experience and award-winning solutions that have consistently delivered success for our clients. |
❌ Our customer service team is available 24/7. | ✅ We are here to serve you whenever you need support. Our dedicated team is available around the clock to help ensure that your issues are resolved quickly and efficiently. |
❌ Our product integrates with a wide variety of platforms and has a user-friendly interface. | ✅ Experience seamless integration and user-friendly features designed to enhance your productivity and make your tasks easier. |
Companies that prioritize customer-first marketing stand out in a crowded marketplace because they demonstrate a deeper understanding of their audience’s wants, needs and challenges. They outpace the competition because they focus on customer support, customer success, and customer experience. Implementing this strategy will differentiate you from competitors who use generic messaging and focus more on what their customers can do for them rather than what they can do for their customers.