Yup,it took me sometime to digest and understand this as i was reading “FLIP” by PeterSheahan.But then
looking by my own experiences and by what the book said,i too agreed with it.
Ever since we ramped up our sales of Smiley Privilege Card,i used to think customer satisfaction as a prime index for our growth ahead but little sooner did i realize that customer satisfaction is merely an index of what we condition the customer to expect,not what he or she really wants and the big question here is what does the customer really wants ? And biggest question of all is does the customer know what he wants ?
Our product can only outclass competition when we can predict what the customer wants before he even thinks. i know this sounds weird but if you take a close look at ourselves as a customer i am sure sometimes even we don’t know what we expect from a particular product.But then if the product itself has set itself a necessity in our minds,then that i say is the selling point of any product.
We can never measure the demands of a customer and design a product. Look at the best in the business for e.g Apple never had a survey with people asking if they would like to own a portable music player with radio or some cool interface. They just just went on to create something out of the box.They went out there and created a necessity among their customers and that’s how it all happened.
So the bottom line here is that you can never sell something if you focus on customer satisfaction because that would just make you a puppet in the hands of your customer and you truly can’t commit to it.Design your product with a niche that no one else can and in way where your product creates the necessity among customers.
Originally posted 2009-12-27 20:53:43. Republished by Blog Post Promoter
For sometime,I used to think are these brands in a kind of race.I meant seeing the campaign mode,say for instance the campaigns that Idea Cellular came with were also very interesting and did place Idea Cellular in the minds of customers as a socially responsible brands,for some reasons such associations can sometimes sell your product.
earlier strategies were simple,you make your brand look good and appealing. They used to work on having their logos all over the customer habitat. television ads about how you can also be cool using their products. Customers use to fall for that back then.The comapny just had to project the brand as a Life-saver even if it no where in real sense.
But the question is how long,the trends show that this regime of the celebs will soon end,not very soon though. The brand quotient is shifting from Looks & Feel to more of an Experience these days.Big giants are already shifting their focus from traditional streams to the next Gen models of Social Media.The Brand Passion unlike before is now having a new angle(as shown in the illustration)
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