JOURNAL

SERVING PEOPLE, NOT CUSTOMERS

I was listening to a podcast recently, discussing how most brands don’t really understand exactly how their product (or service) can make a customer feel. And that got me thinking, is the issue that we see them as “customers” or “consumers” - when really we should be seeing them as people.

CONSUMER VS CUSTOMER?

Mums, daughters, friends, sisters, entrepreneurs, cooks, cleaners, taxi drivers, agony aunts, marathon runners, musicians, book worms, coffee lovers, yogis…

 

-      If we thought about our customers in this light, would it help us to understand them better? Well, yes, obviously.

-      And would this allow us to communicate to them more authentically? - Yes again.

-      So we’d then be able to connect with them? - Yes, yes, yes.
 

I regularly discuss the real-life situations of my clients in order for us to build marketing focuses throughout the year.

You probably do it instinctively- but if you don’t, take a step back and really look at your “customers” as the real-life people they are.

And ask…does this change how you should be communicating with her?

IT CERTAINLY SHOULD CHANGE THE WAY YOU COMMUNICATE WITH HER.

Post pandemic, consumers are savvy with high expectations. They don't want to be "sold to" - they want to be inspired, motivated, educated and valued. To do this authentically you have to offer a true and meaningful form of communication. 

Challenge yourself on how personable your messaging is? Are you talking AT your consumers, or talking TO and WITH them. There is a difference. Those who build a valuable relationship with their shoppers are the ones who will thrive (and survive) in the challenging retail landscape of a post-pandemic industry.