Why do you want to touch customers?
Bates, the marketing director of William Murrison, a well-known British supermarket chain, used his experience to point out the essence of "customer's brand experience": Why should you touch customers? Because customers are the champions of the brand.
He said, "One day at noon, we went to a nearby coffee shop during a busy meal. The place was very busy. When it was our turn to pay, the young female clerk said, 'Coffee we treat.' We asked her Why, she said, we shouldn’t wait so long. This act itself creates a 'customer’s brand experience' that strengthens our original impression of this good company. There is no doubt that this coffee shop will Earn these cups of free coffee from our future consumption. Because we have been transformed from a general consumer into a 'brand advocate.'"
Blakewell, the former group development director of NatWest Bank, pointed out that brands are not created by advertising, but mainly by the things that companies do. Brands are not empty statements or meaningless imprints, but actual actions. What a company does – relative to the actual goods or the specific services they provide – is the way customers experience the brand.
Many companies in Japan will succeed because they can get the customer satisfaction in the bottom line. In the United States, successful companies know how to listen to customers and turn customer complaints into more important things. Although the customer is not necessarily right, it is necessary to stand on the customer's stand to think about his problem, that is, to have empathy. To achieve customer satisfaction, you must be a high EQ person, and a high EQ person will succeed in any field.
How to touch customers?
The services that large brands rarely receive for customers are entirely dependent on chance. They will invest in service training, establish standards and processes, and purposely shape the customer's experience, making this experience more predictable and consistent with the brand, which is obviously very important.
Customer brand experience must be created by creation. This experience is a deliberate and detailed design plan designed to meet the needs of the target customer. Not only must they be consistent when meeting these needs, but they must also be differentiated from competitors' products. In addition to the core products and services provided by the company itself, the difference created by the “branded customer experience†is itself an added value.
Haier CEO Zhang Ruimin has proposed such a "touch customers" strategy. He advocates that marketing is "buying" or not "selling." Enterprises must “buy†things to customers, buy their satisfaction, trust and loyalty, and buy their “heartâ€. Why are companies not "selling" and "buying"? As consumers become more rational, competitors become more and more savvy, and the similarity of similar products is getting higher and higher, enterprises can adapt to change and put themselves in the position of “buyer†to become passive. . Enterprises research how to "buy" the hearts of customers, always think for customers, and create touch for customers, far more effective than constantly "selling" products.
How do companies "buy" customers' hearts? What is the “currency†that companies touch customers?
First of all, we must study the needs of customers. Companies must figure out what customers want, what they want, stand on their side to think, find problems, and design the right products on this basis. The needs of customers are diverse, both material and psychological. The degree of demand is also different, which directly determines the extent to which the company can satisfy the customer and the extent to which the customer is satisfied. Taking Haier's T6000 mobile phone as an example, the development of this mobile phone is that Haier has found that many people do not want to answer the phone. And the launch of this phone. It has become an important turning point for Haier mobile phones to fight in the market.
Second, it is to produce products that exceed customer expectations – this is the “money†of the company and the prerequisite for “buying†loyalty to customers. In this process, companies must not only optimize their product structure, but also optimize the structure of the supplier, so that the company's "money" is more "strong".
Later, it is also more crucial, that is, how to "buy" customers to "love" and ensure the realization of their own profits. In the case of similar products and distribution channels, sincere attitude is the winning way to win customers' favor. Different companies have different opinions on treating customers with sincerity. For example, Haier believes that “smile†represents a company's attitude toward customers, reflected in the strategic, tactical and executive aspects. Therefore, Haier also created the service slogan of "sincere and forever" by the attitude of "smile". To put it simply, it is to treat customers with sincerity and exchange sincerity for each other's loyalty. In Haier, the story of “a box of talcum powder†is popular. It is about an ordinary shopping guide in a shopping mall in Qingdao who regards customers as friends and carefully considers the customers and wins the trust of customers. There is always a medicine bag around her, which contains common medicines such as cold medicine and talcum powder. If a customer is uncomfortable, she will give it to the customer. Once she gave a box of talcum powder to a woman with a child, the customer was very moved, and later thanked her and brought a lot of customers to her.
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