Online Reporter
Joseph Nkani, [email protected]
Customers don’t want your product; all they need is a memorable emotional connection with your brand. Encounters in the marketplace are a very complex system, yet a very simple problem. Brands that quickly understand how their customers think and strategically apply themselves will not do much else but get the money and smile all the way to the bank.
We live in a complex modern world, where customers traditionally labelled the kings, actually have more control than they probably know they can wield.
Customer Service Week, commemorated recently, drew attention to the relationship between brands and their customers.
By extension, the annual Customer Service Week commemorations come as a wakeup call for brands to review their customer service, customer satisfaction, customer experience, customer care and customer relationship management efforts. These various elements can be a separate discussion for another day.
When we are dealing with traders or service providers on one side and customers on the other, we are dealing with what is supposed to be a mutually beneficial relationship where cash is traded for goods or services. When such a transaction happens, we then say value has been exchanged. Customers and traders/service providers are meant to exchange value. It’s that simple. However, the question is to establish if both parties can see or perceive the value they exchange during a transaction.
The problem arises when traders see customers as tickets to the till where we just generate receipts and we see our stocks rolling out the door. This then becomes a transaction between a trader and a customer. Not much value is exchanged in that context.
The problem arises when the customer does not even understand the value their hard-earned money is meant to bring them at the end of the day. Then a fight starts.
The problem also arises when the customer involuntarily decides to walk away with less money, a collection of deformed goods or some incomplete service in disappointment, anger and despair. That shouldn’t be so.
How do we solve this problem?
Firstly, we will start by educating traders and service providers on the need to understand what their customers really want, need or pay for when they do business with their brand.
Customers don’t buy food at a restaurant because they can’t prepare the same meal at home. They buy the convenience and time experience during their encounter with the restaurant. Give them the memorable experience of dining at your restaurant or fast-food outlet – over and above the food served.
Customers don’t buy expensive handbags to carry their items, but for the admiration and elegance associated with the product. So, give them the memorable classy feel – over and above the piece of leather sold.
Customers don’t buy expensive cars for transportation but for status and exclusivity. So, give them that ego and bubble to live in – over and above the piece of metal they buy.
Customers don’t buy a nice pair of footwear just to cover their feet when walking about, but the inspiration feeling and being part of a movement or community. So, give them the spring in their step – over and above the piece of rubber they buy.
If you look at all the stated elements, you will realise that customers don’t buy what can be seen but a connection to some power and perception influence, to a connection or to an emotion they desire.
Brands that will focus on the unseen elements and cleverly communicate that value proposition will be able to define their target market and eventually serve them appropriately.
At the end of the day, they are able to competitively position their products or services to the clarity of their target market and eventually create a niche product or service that can attract loyal customers for their sustenance and growth as a business.
Traders and service providers that can unpack the concept of delivering memorable customer service will unlock value for their customers who will in turn become their loyal customers and unpaid ambassadors for their brands.
Brands that will stop selling product features but start pushing memorable connections and experiences for their clients will have an edge over brands that continue to just focus on cash box transactions alone.
Secondly, customers who really know what value to seek and pay for will be able to stand up to brands and demand more than the visible product, and the memories plus the connections they can exchange with brands. As a customer, what do you actually pay for?
Customers need to know that their money extends beyond a product or service they can see or feel, but to long lasting memories, emotions, connections and an experience that can live with them long after consuming a brand offering.
Another tool a customer can use as leverage over inconsiderate brands is to walk away – with your money. Do not be desperate. Once a trader realises that you are desperate, you become vulnerable and are subject to their manipulation.
Remember, some brands don’t pay attention to your concerns, but only to your purse.
As customers, your kingdom is the marketplace. Trading must be on your terms, not the brand’s terms. If your terms can not be met, walk away with both your money and life.
It is my hope that brands and customers will foster the concept of delivering or enjoying memorable customer service. Memorable customer service in our public transportation sector, supermarkets, banks, pharmacies, schools, trade and commerce entities including telecommunications sectors just to mention a few, is what we are calling for.
Brands that don’t deliver memorable customer service or customer experience will soon be memories.
*Joseph Nkani is a corporate trainer, speaker and marketing and public relations management consultant. He is the founder and lead consultant at Stanrosa Business Associates. He writes in his personal capacity. For feedback: +263772415660.
