On my search for ways for companies to connect better with their customers, I stumbled over the book “Emotional Branding ” by Marc Gobé. Even though it is a couple of years old, its “10 Commandments” to improve customer relations are still inspiring:
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From Consumer to People : Consumers buy but people live.
Instead of trying to win over a customer create a win-win situation. For example instead of pushing someone into a deal, develop a mutual agreement. The customer may appreciate your approach. Instead of waving a sales sign “valid only today”, ask your customer to show you pictures of the room to be designed. Then develop design solutions together.
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From Product to Experience: Products fulfill needs whereas experiences fulfill desires.
Offer more than just price and convenience. Arouse the imagination of the customer and turn “needs” into “”wants”. Add emotional relevance to your product. The age and smell of a chair for example could relate to historical events.
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From honesty to trust: Honesty is expected. Trust is engaging and intimate.
Top your best practice policies by eliminating risks for the customer. Generous return policies are great as well as products on trial.
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From quality to preference: Quality is a given. Preference creates the sale.
Offer more than the competition. How is your product outstanding? Sell what others don’t have.
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From being known to being loved: The difference between notoriety and aspiration.
Think of telephone companies. Just because everybody knows you does not mean everybody likes you.
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From Identity to Personality: Identity is recognition. Personality means character and charisma.
American Airlines has a strong identity, but Virgin Airlines has personality.
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From function to feel: What a product is for and what a product can do
A Harley Davidson is not just a motorcycle. It’s an experience.
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From Omnipresence to Presence: The difference between being there and being seen.
Quality tops quantity in advertising. Billboards and commercials are everywhere. Starbucks is at the right place at the right time.
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From communication to dialogue: Communication is telling. Dialogue is sharing
Think of the benefits of social media. Listen to your customer.
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From service to relationship: Service is selling. Relationship is acknowledgement.
Howard Shultz, CEO of Starbucks:”If we greet customers, exchange a few words with them and then custom-make a drink exactly to their taste, they will be eager to come back.”
How do you foster the relationships with your customers?
Source:
Marc Gobé: Emotional Branding: The New Paradigm for Connecting Brands to People; 2010
