The notions that “the customer is king” and “the customer is always right” have been marketing gospel for generations of business school grads and brand managers.
I’d never suggest that a strong customer focus shouldn’t be a key element of any brand’s marketing efforts. But how do marketers keep “King Customer” from becoming a total tyrant?
Today’s consumers have tremendous power. They shop in a world of almost unlimited product options, easy-to-access information, aggressive product promotion and intense channel competition. Combined, these factors give consumers a decided advantage over the marketers who must fight for a share of minds and wallets.
In a recent article, Chandan Joshi, a former P&G brand manager, challenged the “customer as king” paradigm. He believes that a combination of an “awe-inspiring” product or experience coupled with an “aura of exclusivity” is the key to restoring some balance in the customer/marketer dynamic.
But what if you don’t have an awesome or exclusive product? To compete in today’s multi-channel, hyper-competitive marketplace, the basics are more important than ever:
- Know your customers. Not just gender, age and income. Understand what your customers really want and why they want it. It’s not about what you want to sell them. It’s critical that you reach out to your customers on a regular basis throughout the year. They are evolving and you must evolve with them.
- Know yourself. Don’t try to be all things to all people. Your brand should have a story that is unique, authentic and that resonates with your customer. Consumers buy from people they know, like and trust. If they like you, they’ll come back.
- Know your competition. They are in it to win just like you are. Understanding how your customers view your competitors helps you stay ahead.
- Be best in class. Your products and services should be, if not amazing and exclusive, discernably superior to the competition.
- Communicate. There’s a vast information highway out there and your customers are on it. You need to be everywhere they are… because your competition is everywhere.
- Be bold. Marketing is not a game for the faint of heart. Your customers should know who you are, what you do and how you are different. Your brand message should be delivered in powerful, attention-grabbing ways.
So yes, the customer remains king. But if you’re looking for customer insights, smart strategy and bold creative that will tip the crown a bit in your favor, let’s talk.
Email Chris Hayes, EVP Brand Strategy at: chrish@jschmid.com
Tags: chris hayes, Customer Behavior, Customer Experience