I don't want a company that tells me they're the best. I don't want a product that yells at me and tries to persuade me. I really hate marketing campaigns that stretch the truth and leave me unsatisfied after the first use of their product.
I really want them to date me, to try to win me over and give me their best, over and over again. And if they do well, I'll probably marry them.
Take, for example, one of my biggest loyalties, Apple. It starts when I walk into their ultra modern, white open store, and my whole body relaxes from the noise and clutter of the rest of the mall. Their new, convenient hand held check out devices and in store service counter leave me feeling happy about my purchase, even down to the durable backpack style shopping bag. And on top if it, I love their product, and have always had great experiences with their customer service.
Needless to say, there are no Dells, Toshibas, or Zunes in my future.
Our generation wants to be told that the company cares, and wants to do the best for its customers to develop a long term loyalty. This is best for us, and in the end, it's best for the company.
And no, it's not something that is unique to our generation, but it is something that is relatively new to marketing. So our generation not only likes this, we expect and demand it.
Note:
Since writing this post, someone pointed out to me that Seth wrote paragraph in a similar vein about permission marketing. It can be found here: http://sethgodin.typepad.com/seths_blog/2008/03/the-live-music.html
This line of thought has encouraged Bert and me to write a series of on "How to Date Your Customer" via the customer service blog: theserviceblog.blogspot.com. Check it out if you're interested!
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment