Here’s a simple test.
When a customer visits your store or website are they left with the overwhelming impression that it was designed with their unique wants and needs in mind, or does it seem like your brand is trying to be everything to everybody?
When someone receives an e-mail or direct mail piece from you, does it feel relevant and personalized, or one size fits many?
It’s easy to say you want to be customer-centric.
But when you act–consistently and powerfully–in ways that are designed to have your customers say to themselves “this brand is built for me,” then and only then are you truly on the right track.