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TV Expert Interviews / Customer Experience / Aug 21, 2022 / Posted by Matt Edmundson / 94

Customer-Centric vs Customer-Driven (video)


In this Expert Insight Interview, Matt Edmundson discusses customer centricity. Matt Edmundson is Managing Director at Aurion Digital, an eCommerce Services business that takes away the pain and uncertainty of running an eCommerce business.

This Expert Insight Interview discusses:

  • Bragging about being customer-centric vs. being customer-driven
  • The fact that customers are not fooled by cheap marketing tricks
  • How to know whether you’re being customer-centric

Bumper Stickers

Many companies like to brag about being customer-centric, but when you engage with those companies as a customer, you get a very different experience. Putting these “bumper stickers” up on your website if you’re not, in fact, customer-centric, puts you in a worse position than if you hadn’t advertised customer centricity in the first place.

Margaret Thatcher famously said that being a leader is a lot like being a lady — if you have to tell people you are one, you’re probably not. It is the same with customer centricity. You don’t have to say to your customers that you’re customer-centric; usually, the first sign that you’re not customer-centric is that you advertise it on your website.


Most businesses are not, in fact, customer-driven organizations, and customers know this. Recent Hubspot research has found that an overwhelming number of people see right through these false promises, so you would do yourself more harm than good by pretending to be something you’re not.

There’s a trend of people looking for authenticity in companies they deal with. This began way before the pandemic but was undoubtedly accelerated by it.

Gauging Customer Centricity

One of the ways in which you’ll know whether you’re being customer-centric is by looking at the number of repeat customers you have, especially compared to your industry average. If you are good at customer service and truly focused on your customers, they will come back time and time again, and if they’re not, there’s a disconnect somewhere.

When a customer contacts your customer support or service team, are you focused on closing the ticket or genuinely interested in trying to help the customer, giving them additional information, etc.? If you’re doing the former, you’re not customer-centric.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Matt Edmundson CEO of Aurion Digital. He is very well versed in e-commerce as an e-commerce entrepreneur, his sites have generated over $7 million in worldwide sales. And as a coach, his clients have a combined turnover of over $100 million. He’s also the host of the eCommerce Podcast, where he chats with experts in the field of e-commerce.


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