Building Customer-Centric, Trust-Based Relationships
More than a buzzword, “being human,” especially in brand-building and leveraging customer relationships, has become a buzz-phrase or buzz-concept. But, there is little that is new or trailblazing in this idea. To understand customers, the enterprise needs to think in human, emotional terms. To make the brand or company more attractive, and have more impact on customer decision-making, there must be an emphasis on creating more perceived value and more personalization. Much of this is, culturally, operationally, and from a communications perspective, what we have been describing as “inside-out advocacy” for years.
Most brands and corporations get by on transactional approaches to customer relationships. These might include customer service speed, occasional price promotions, merchandising gimmicks, new product offerings, and the like. In most instances, the customers see no brand “personality” or brand-to-brand differentiation, and their experience of the brand is one-dimensional, easily capable of replacement. Moreover, the customer has no personal investment in choosing, and staying with, one brand or supplier over another.
A key opportunity for companies to become stronger and more viable to customers is creation of branded experiences. Beyond simply selling a product or service, these “experiential brands” connect with their customers. They understand that delivering on the tangible and functional elements of value are just tablestakes, and that connecting and having an emotionally based relationship with customers is the key to leveraging loyalty and advocacy behavior.
These companies are also invariably quite disciplined. Every aspect of a company’s offering—customer service, advertising, packaging, billing, products, etc.—are all thought out for consistency. They market, and create experiences, within the branded vision. IKEA might get away with selling super-expensive furniture, but it doesn’t. Starbucks might make more money selling Pepsi, but it doesn’t. Every function that delivers experience is “closed-loop,” carefully maintaining balance between customer expectations and what is actually executed.