Whiplash Team, June 2nd 2023
Balancing customer needs and product design
Combining the human-centric, customer-centric, and product-centric approaches allows brands to create a comprehensive strategy that delivers value, builds relationships, and meets the evolving needs of customers and employees.
In our latest posts we have reviewed the differences between human-centric and customer-centric brands. We have seen that not all customer-centric brands are human-centric, and that today’s consumers seek brands that combine both approaches. But there is a third kind of brand: the product-centric brand.
Product-centric brands are often driven by innovation, technology, and performance, with a focus on developing new and improved products that offer better performance or functionality than their competitors. They may also prioritize the technical aspects of their products or services, such as design, engineering, or manufacturing processes.
People, customers, products. Three different approaches
As we have seen in previous posts, the human-centric approach focuses on the people aspect of the brand, including employees, customers, and other stakeholders. It emphasizes creating meaningful connections, understanding emotions, and building relationships. This approach recognizes the importance of values, culture, and the impact the brand has on people’s lives.
On the other hand, the customer-centric approach places the customer at the center of the brand strategy. It revolves around understanding and meeting customer needs, preferences, and desires. Brands adopting this approach prioritize delivering exceptional customer experiences, personalization, and addressing pain points. Customer feedback and insights play a vital role in shaping the brand’s offerings and overall strategy.
Finally, the product-centric approach focuses primarily on the features, quality, and performance of the products or services being offered. It emphasizes innovation, differentiation, and excellence in product development. Brands adopting this approach believe that a superior product will drive customer loyalty and market success.
Key differences
There are four key differences between these approaches. First, their focus. The human-centric approach emphasizes building emotional connections, fostering relationships, and considering the impact on people’s lives. The customer-centric approach focuses on understanding and fulfilling customer needs and desires, while the product-centric approach prioritizes the development and differentiation of the product or service.
The we have perspective. The human-centric brands consider their broader impact of the brand on individuals and society, while the primary concern for customer-centric brands is the individual customer’s experience and satisfaction. Lastly, the product-centric brands concentrate on the attributes and features of the product itself.
Strategy is the third key difference between these three types of brand. The human-centric approach requires aligning the brand’s values, purpose, and culture with the needs and aspirations of both customers and employees. The customer-centric approach involves gathering customer insights, feedback, and preferences to shape the brand strategy. The product-centric approach involves investing in research, development, and innovation to create superior products or services.
Finally, we have the brand experience. Each approach seeks to create a different kind of brand experience. The human-centric brands aim for emotional bonds, fostering loyalty and long-term relationships. The customer-centric brands’ objective is to provide personalization, and value that drive exceptional customer experiences. Product-centric brands on their hand create value through the superior features, quality, and performance of the product.
All approaches have their benefits and drawbacks, and the best approach for a particular brand may depend on its target audience, industry, and overall business objectives. However, successful brands often attempt to find a balance that incorporates elements from all three.
Building a balanced brand
Yes, it is possible to build a brand that is human-centric, customer-centric, and product-centric. In fact, many successful brands have found a way to strike a balance between these three approaches, creating products or services that are innovative and high-quality while also addressing the needs and preferences of their target audience without forgetting their expectations at a more profound level.
Building a brand that combines the human-centric, customer-centric, and product-centric approaches involves creating a comprehensive strategy that considers the needs, desires, and preferences of both the customers and the employees.
These brands have succeeded
If not an easy task, it is not impossible. Many successful brands have achieved this balance. For example, Apple. The company is known for its customer-centric approach, delivering innovative and user-friendly products, that are innovative and high quality. The human aspect is emphasized by focusing on the emotional connection between customers and products and by evoking a sense of personal connection and lifestyle enhancement in every advertising campaign.
Another good example is Patagonia, that blends a strong product-centric approach with a deep commitment to environmental and social responsibility. They create high-quality outdoor clothing and gear that aligns with the needs and preferences of their target audience. Additionally, Patagonia’s mission and values are centered around sustainability, fair trade, and activism, appealing to the human-centric aspect of their brand.
Starbucks is also an example of a brand that combines all three approaches. Known for its product-centric approach, offering high-quality coffee and beverages Starbucks also prioritize the human-centric and customer-centric aspects by creating a welcoming environment and emphasizing customer engagement. Starbucks invests in employee training and benefits, fostering a positive and customer-focused culture that enhances the overall brand experience.
These are some examples of how brands can successfully integrate the human-centric, customer-centric, and product-centric approaches to build a compelling and differentiated brand experience. By striking the right balance brands can forge strong connections with their customers, deliver exceptional products, and build long-term loyalty.
