Involve customers
Customer centricity is the success factor.
The customer is no longer just king, he is dictator!
Today, it is no longer a question of placing companies and products at the center of communication, but rather the customer and his or her needs. Today, brands no longer differentiate themselves through products alone, but through brand experiences and emotions – in the right context and with “real” relevance for the target groups.
B2B customers don’t buy a product, they buy a result or services that make their everyday work better and easier. Or which save the company cash and time.
B2C customers also do not buy products. They buy (brand) experiences. Did you know that the Millennial generation prefers to spend 72% of their money on experiential experiences rather than products (Harris Group study)? This is more than a trend.
Buying habits are changing massively. Tailor-made products and services to significantly improve the value chain of the company focus on the real needs and the actual gains and losses of the customer.
Transferred to the customer journey with the end customer, it works in a similar way.
Whether B2B or B2C – it’s always about one thing: the customer is the focus. Not the product.
Do you want to find out what really moves your customers?
If a company manages to offer its customers exceptional consumer experiences, it differentiates itself much more profoundly from the customer’s point of view.
To differentiate yourself from other brands or service providers, you need added value. And added value that the customer feels immediately. Beyond what he expected. If you know your customers well, their needs, their bottlenecks, their values, and their working/ or Customer Processes. Then you will also know where exactly you need to deliver that little bit of “more”, namely the “wow”. And can thus differentiate themselves.
“Customer Experience is the next competitive battleground.”
(Jerry Gregoire/Dell)
Sure: every company thinks it’s a lovebrand. But only real lovebrands have ambassadors and fans who tell their story. To achieve this, there is the 7-step model, which we have adapted and further developed. We would be happy to tell you what’s behind it.
An important step in this is for brands or companies to commit to a higher purpose that is also important to customers.
Your customers’ values should match your own brand values. This is how you create a trusting relationship between customer and brand.
In principle, just like in a relationship: when you realize while flirting that you have the same attitude in many important aspects of life and the same understanding of values, only then you can fall in love.
For brands, that means higher loyalty, less price sensitivity. This is how customers become brand fans and ambassadors.
If you really want to know what drives and moves your target groups and customers and what is relevant to them, you should ask the right questions.
It’s not enough to ask what service or flavor your customers want. Then you always get the same superficial answers. You should ask what special moments or accomplishments have moved your customers recently. INDEPENDENT of product or service.
You want to know more?