Customer-centricity is more than a buzzword; it’s when you put customers at the heart of decision-making for your business. We explain what this means in today’s market and show examples of brands that have leveraged customer-centric PR campaigns to drive the right result.

What is Customer Centricity?

Customer centricity means putting your customers at the center of everything, including your products, services, website, and store. In other words, you center your business and PR campaigns around your customers’ needs. The core of every customer-centric PR campaign is rooted in building valuable relationships with your customers so they are at the forefront of your business.

Why is it Important to be Customer Centric?

customer centric
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Customers today don’t just stay for your excellent products or services but also for their experience with your brand. Consequently, people are more likely to stick with companies that deliver positive experiences consistently. According to a study by Deloitte, customer-centric companies are 60% more profitable than companies that don’t prioritize the customer experience. Therefore, being customer-centric will increase your customer base, customer loyalty, and revenue. 

Customer-Centric Marketing Examples

Many companies have invested in customer-centricity in their marketing and PR campaigns. Some examples of these companies include the following.

1. L’Oréal Perso App PR Campaign

L’Oréal revolutionized how makeup works when they unveiled the Perso app in 2020. As a makeup brand, L’Oréal realized that its products look different on everyone. To improve the customer shopping experience, the brand built an app, L’Oréal Perso, that uses AI to identify the best custom lipstick, foundation, and skincare for customers. 

The app collects data about the user’s skin type, concerns, and lifestyle. Next, it uses the information to recommend a personalized skincare routine, including products from L’Oréal’s portfolio of brands. The AI-powered app can also track the user’s skincare progress over time and adjust the routine as needed. The L’Oréal Perso app is designed to make skincare easier and more personalized, helping users to achieve their best possible skin.

This customer-centric PR campaign has further boosted L’Oréal’s brand reputation, and it’s no surprise they recorded a 23.4% increase in sales compared to the previous year (2019).

2. Starbucks Rewards Loyalty Program

PR Campaigns
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One of the most famous PR campaigns to date is Starbucks Rewards. This program improves customer experience by offering perks such as free drinks for customers on their birthdays, free refills, and the opportunity to order and pay before arriving at the store. 

While many brands use similar loyalty programs, Starbucks Rewards personalizes the customer experience and tailors offers and rewards based on each customer’s individual purchasing habits, making it a good example of a customer-centric PR campaign. According to Forbes, beneficiaries of the loyalty program are 5.6 times more likely to visit Starbucks daily

3. Amazon Prime Day

Amazon is one of the world’s most customer-centric companies, with many outstanding PR campaigns. However, one that stands out is Amazon Prime Day. It’s an annual shopping event in July and offers exclusive deals and discounts to Prime members. The event was first introduced in 2015 and has since become one of the largest online shopping events and PR campaigns of the year, attracting millions of customers globally. The campaign smashed records in 2021 with a whopping $11.19 billion in sales worldwide, an increase of 7.6% from the previous year. These impressive figures are a testament to Prime Day’s massive popularity and continued success as a shopping event.

During Amazon Prime Day, members get discounts and exclusive deals on a wide range of products for a limited time. The Amazon Prime Day PR campaign attracts customers looking to save money and get the most out of their Prime membership. Customers also benefit from early access to select deals, the ability to schedule delivery later, and free shipping on eligible items. The campaigns are highly successful, as it drives sales and helps to build customer loyalty. 

4. Dove Selfie Talk

Dove once launched the Selfie Talk campaign aimed at helping customers become more confident. The skincare company encouraged people to share their pictures online without retouching or editing them with the hashtag #NoDigitalDistortion. Unlike most examples of customer-centric campaigns, Dove’s selfie talk didn’t directly push sales of its products. Instead, it addressed a significant problem many customers face, which should be central to a customer-centric PR campaign. 

5. Share a Coke by Coca-Cola

PR Campaigns
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One of the most powerful customer-centric PR campaigns is the Share a Coke campaign by Coca-Cola. The bottling company improved customer experience by personalizing Coke bottles. They replaced the logo on the bottle design with customers’ names, making people feel like the bottle was specially customized for them. In the summer of 2013, when the campaign was launched, Coca-Cola sold an astonishing 250 million personalized bottles and cans in Australia, a country with just under 23 million population. This impressive feat showcases Coke’s widespread popularity and ability to connect with consumers on a personal level.

Tips for Creating Great Customer-Centric PR Campaigns

Now that you know some of the best customer-centric examples, let’s go through some tips to create yours.

1. Learn About Your Customers

One thing customer-centric examples have in common is that the PR campaign strategy emanates from customers’ perspectives and understanding of what people need. To create a successful customer-centric PR campaign, you must have in-depth knowledge of what your customers value without assumptions. You can conduct surveys, practice social listening, and monitor what people say about your brand. 

2. Put Relationship First

Your customers are not just numbers; they are real people, and being customer-centric means showing you care about them. It’s essential to establish a mutually beneficial relationship with your customers. One of the best ways to form meaningful relationships with customers is by engaging and communicating with them. 

3. Create Value At Every Customer Interaction

PR Campaigns
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A good PR strategy focuses on improving the customer experience at every stage of their journey with your company. Whether they are scrolling through your website,  downloading your free templates, or purchasing your products, every part of your buyer’s journey should be customer-centric.

4. Measure and Adjust

One of the final steps in every customer-centric PR campaign is measurement and analysis. Keep track of what’s working for your brand and what’s not, and find new ways to adjust your campaigns accordingly. 

Work with a PR Expert

Do you want to get close to your customer through customer-centric campaigns?  We’ve got you! At RPR Firm, we help clients develop custom-centric campaigns that enhance their customers’ lives and impact your business. We have 11 years of experience helping brands create campaigns that improve customer experience and increase business performance. 

Schedule a free consultation with us today, and discuss customer-centric PR campaigns that will work for your brand.