Beyond all the hype about delighting customers by meeting and exceeding their expectations, is the simple reality that most businesses just don't come close to knowing what customers care about. Today's consumers expect more and tolerate less, in part because they have so many options. With the ever-expanding explosion of information readily available and easily accessible via the Internet, modern consumers are able to research and comparison shop an endless array of both products and services from the comfort of their own homes or offices. Welcome to the age of the demanding consumer.
Mooney's Ten Demandments for turning the most demanding consumers into the most delighted customers are:
- Earn my trust through respect, integrity, advocacy and quality.
- Inspire me through immersive experiences, motivating messages and related philanthropy.
- Make it easy with simplicity, speed and usefulness.
- Put me in charge of making choices and give me control.
- Guide me with expert advice, education and information.
- Give me 24/7 access, from anywhere, at anytime.
- Get to know me — listen, learn and study me, the real consumer, not just data.
- Exceed my expectations with uncommon courtesies and surprising services.
- Reward me with points programs, privileges of access or other worthwhile extras.
- Stay with me with follow through and meaningful follow-up.
A detailed description of four of the key demandments follows in this series of blog entries. Mooney provides specific action items you can use to tackle the challenges of the ever-demanding customer and secure your company's future.
Demandment #2: Inspire Me
According to Mooney, inspiration is the ultimate form of communion between a company and its consumers. Brand survival depends on creating an emotional bond with consumers, and the companies that successfully establish this bond are the ones that map the products, services, experiences, or ideals that resonate with their customers. Without doubt, creating long-term and meaningful connections with consumers is far from easy. While people cry at commercials featuring newborn babies or reunited relatives, and kids get excited about the latest toy from a blockbuster movie, the brands that become part of customers' lives evoke far more passion and loyalty than simple tearjerker advertising or tie-in marketing.
A fine example of brand passion is all about doughnuts: The mere fact that consumers can find inspiration in a hot doughnut truly is a remarkable thing, but it is also remarkably true in the case of Krispy Kreme. The once-small Southern chain has emerged as one of America's most beloved brands by tapping the natural enthusiasm of its loyal customers and their endless delight at talking about doughnuts. Largely through word-of-mouth, the company has been wildly successful, with more than 200 stores in 33 states (and now growing internationally). Importantly, even with its tremendous expansion and success, Krispy Kreme remains true to the homespun brand and its dedication to community giving, inspiring its loyal customers to continue talking and consuming.
Inspiration moves consumers to be both long-term and loyal. Here are a few of Mooney's guidelines your company can employ to inspire customers.
Have a heart. Support philanthropic organizations relevant to your customers. The Avon Breast Cancer Crusade has raised more than $150 million since 1993 — it's the right cause with the right message — we care about our customers and their lives.
Create the theater. Offer a sensory-driven environment that engages consumers. The House of Blues, whether it's in the Vegas hotel or the New Orleans nightclub, offers an authenticity of experience whereby consumers are immersed in a world of blues music and genuine memorabilia rather than just a staged setting.
Motivate me. Provide encouragement and stimulation for achieving self-enhancement and positive results. The astounding effect of Oprah's Book Club has rejuvenated the flagging book publishing/selling industry across North America.
Companies able to reach and inspire the spirits of their consumers deliver experiences that extend beyond simple consumerism and commercialism. Products and services can garner experiences that are deeply felt, genuine and enchantingly memorable. Just as true believers are not born but rather are inspired, so too are loyal customers inspired. Don't just try to grab your customer's attention, seek a real connection with them.
What say you? Comments? Ideas?Eric Fraterman
eric@customerfocusconsult.com
www.customerfocusconsult.com
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