The perception that brands are consumer-centric whilst being product-centric could stem from various factors. It’s important to note that not all brands fall into this category, as some genuinely prioritise consumer needs and preferences. However, there are a few reasons why some brands may be more product-centric than consumer-centric:
1. Historical Perspective: many brands have a long-standing tradition of product-focused strategies. They may have initially gained success by creating innovative products or offering unique features, leading them to believe that their products alone will continue to drive consumer loyalty. This historical emphasis on products can make it challenging for brands to shift their mindset towards a more consumer-centric approach.
2. Internal Focus: Some brands tend to be internally focused, focusing more on their own objectives, processes, and capabilities rather than actively seeking out consumer insights. They may prioritise manufacturing efficiency, cost reduction, or technological advancements, which can result in a product-centric mindset. This internal focus can lead to a lack of understanding of consumer needs and preferences.
3. Limited Customer Engagement: brands that do not actively engage with their customers or gather regular feedback may struggle to grasp the evolving expectations and desires of their target audience. Without ongoing consumer insights, brands may rely on assumptions or outdated market research, which can result in a product-centric approach rather than a consumer-centric one.
4. Market Competition: In highly competitive industries, brands may focus on product differentiation as a key strategy to stand out. They may invest heavily in product development, quality, and performance to gain a competitive edge. Whilst these efforts are important, if they overshadow the understanding of consumer preferences, the brand can become more product-centric rather than consumer-centric.
5. Internal Culture and Structure: The organisational culture and structure of a brand can influence its approach to customer-centricity. If there is a lack of communication and collaboration between departments, such as marketing, product development, and customer service, it can hinder a holistic understanding of the consumer. Siloed departments may prioritise their own goals rather than aligning efforts to create a seamless consumer experience.
While these factors can contribute to brands adopting a product-centric approach, it’s worth noting that there is a growing recognition of the importance of consumer-centricity. Many successful brands today recognise that understanding and meeting consumer needs is essential for long-term success and customer loyalty. By leveraging consumer insights, engaging in meaningful dialogue, and focusing on delivering exceptional experiences, brands can transition towards a more consumer-centric approach.
We’ve been helping brands achieve their revenue goals by upskilling their teams to be more consumer centric in line with their sales strategies. Our learning and consultancy interventions assess where a brand is today in terms of customer centricity, and the extra capabilities needed within the organisation in order to make this shift. We then bring small or large teams together to learn the skills required to be customer centric, and how to apply them to real business scenarios in the training room (whether virtual or face to face), using robust frameworks that can be taken back to business and applied on an ongoing basis.