As per my observation very old family held organizations who used to be pioneers in bringing about their product in any of the market or the country generally have very rigid ideas of product promotion as they have had long success history of the past which scares them from adopting new marketing techniques. In many under developed countries this phenomenon is very predominant. For example Ambassador Car remained a monopoly product in many common wealth developing countries until they started facing sever competition from new manufacturers who entered with their products backed by investments. In order to stimulate the marketing culture in my opinion presentation of case studies with success stories can be a very effective strategy. As far as tools and procedures are concerned they are completely product and market / country specific.
Actually this is a good question because a lot of organizations claim that they are customer centric and the marketing concepts are implanted in every and each employee in the organization. But when you investigate deep in these organizations you find significant barriers that prevents the organization from being really customer centric.
There are several suggestions and procedures that can help you transform your organization from a Product focused or internally focused organization into a customer centric organization i.e. (spreading the marketing culture among your employee)
First: Implement customer experience councils
Organizational silos can breed a product or functional view of customers. It is critical everyone in the organization gets together to look at what is good for customer. Putting in place customer experience Councils where the end-to-end experience can be reviewed helps breaks down these barriers
Second: Change your measures
You have to change your performance measures where customer measures account for to 20-40% of people’s bonus because this will force the people to focus more on the customer in their decision making process
Third: Design emotional engaging experiences
Most organizations are transactional. They focus solely on the rational aspects of the experience. Emotions account for over 50% of a customer experience and yet this is ignored by most organizations.
Fourth: Implant sincere love to your customerin the organization
Although it seems strange advice but it actually works incredibly because when you love someone you will exert massive effort to satisfy him, you may spend hours to analyze his needs and wants to meet them, when you truly love someone from your deep heart you will try so hard not only meet his needs but to anticipate his future needs and wants.
Spreading marketing culture or customer centric culture across the organization isn't an easy task and needs commitment from the top management and down across the organization.
I hope my answer is useful to you and thanks again for your good question.
