Many Australian SMEs talk about being ‘customer-centric’, but truly embedding that philosophy into your marketing strategy requires more than just saying the words. It’s about actively measuring whether your efforts genuinely reflect your customers’ needs, behaviours and expectations. We see businesses often get caught up in what *they* want to say, rather than listening to what customers want to hear.

So, how do you assess if you’re hitting the mark? Here are a few key indicators we use with our clients.

• Net Promoter Score (NPS) trends: NPS isn’t just a vanity metric. Track it consistently and, crucially, analyse *why* customers give the scores they do. Are there patterns emerging that point to specific areas where your marketing isn’t resonating? A declining NPS, even slightly, should trigger a review of your customer messaging.
• Customer Lifetime Value (CLTV) correlation: Is your marketing attracting customers with higher CLTV? If you’re focusing on broad reach at the expense of attracting valuable, repeat customers, your strategy isn’t truly customer-centric. We look for a clear link between marketing campaigns and the quality of customers acquired.
• Content engagement by customer segment: Are you creating content that different customer groups actually find useful? Analyse website analytics, email open/click rates, and social media engagement, broken down by your defined customer segments. If certain segments consistently ignore your content, it’s a sign you’re not addressing their needs.
• Customer feedback loop integration: Are you actively incorporating customer feedback – from surveys, reviews, and support interactions – into your marketing messaging? A customer-centric strategy isn’t static; it evolves based on what customers tell you. We often see businesses collect feedback but fail to act on it.

Don’t fall into the trap of assuming you know what your customers want. Regularly measuring these indicators will give you a clear, data-driven understanding of whether your marketing is genuinely focused on delivering value to them. If the data suggests you’re off track, be prepared to adjust your strategy. A small shift towards a more customer-focused approach now can deliver significant growth in 2026 and beyond.

The next step? Audit your current marketing activities against these indicators. Identify one area for immediate improvement and start tracking its impact.