Customers are human. They are complex and changeable and yearn to feel valued and understood. As marketers, we tend to focus exclusively on demographic characteristics to lump them into groups to target. But the wants, needs, interests and values of a customer cannot be determined from this simple means of segmentation. Customer-first marketing uses a customer-centric approach and goes much deeper than traditional methods to glean a clearer understanding of what consumers care about and feel strongly connected to.
