Just like every company is unique, so are its customers. 

Lifestyle and tech company Skullcandy’s sweet spot is young adventurers who love great music and extreme activities like skating and snowboarding.

With that target market, a run-of-the-mill marketing approach won’t land.

Skullcandy has created an impressive (and growing) company with its outstanding products and customer-focused marketing strategy. CMO Jessica Klodnicki involves the entire company in creating engaging content that resonates with its unique customer base. 

Here are three lessons for all companies: 

Create Cross-Departmental Teams

A customer-focused marketing strategy involves the entire company. Klodnicki says that marketers have long relied on algorithms to segment their messages. But that approach can't keep up with customers' rapidly evolving demands.  

Instead, Skullcandy takes an all-hands-on-deck approach to put customers first. The company Klodnicki brings together representatives from departments including marketing, product, R&D, social and more to report on their metrics in a regular digital health meeting. By collaborating and sharing information, the team can see patterns and trends to adjust their strategies in real time.  

The cross-departmental digital health team helps Skullcandy address issues quickly to stay relevant while also breaking down silos to ensure the entire company is focused on customers.   

Remind Employees About Customer Focus

A customer-centric culture doesn't do any good if employees don't remember it. At Skullcandy, every meeting starts by talking about the company's customer-focused mission and values. Those values are repeated and considered early in the decision-making process and become central to every product, partnership and campaign. 

Klodnicki says that every Skullcandy employee, no matter their seniority or department, knows the primary consumer and the key targets. Putting those customers front of mind for every decision keeps the entire company customer-focused. 

Listen to Customers

Klodnicki admits that Skullcandy used to make many decisions based on gut feel and instinct instead of leveraging data. But connecting with customers and growing the brand requires a data analytics team that connects the company's culture to data. Every department in the company is trained to read customer data and make decisions accordingly. Empowering employees to understand customers ensures feedback doesn't hit a wall but is instead integrated into the company's products. 

One example of listening to customers comes in Skullcandy's sustainability focus. While talking to customers, the company realized how much they care about giving back. So Skullcandy is making a huge environmental push towards recycled packaging, eliminating e-waste and designing sustainable products. 

Effective marketing requires a true customer focus. Skullcandy shows that the best customer-centric marketing approach involves the entire company creating products and campaigns that resonate with customers.

________

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.