Note: This article was originally published in THE GLOBAL FUTURIST blog under a slightly different title. This version features an increased focus on Customer Experience Practice and Customer Service Excellence.
The Re-Humanization of Marketing - CUSTOMER EXPERIENCE PRACTICE.
The Re-Humanization of Marketing - CUSTOMER EXPERIENCE PRACTICE.
Dear Readers:
Marketing has all but ceased to involve relationships and two-way communications (personalities aren't conveyed too effectively by an automated "press a number" answering service, or in a 140-character social media status update, i.e., Twitter Litter), and has become a matter of shouting about a product or service and then having an operational protocol for fulfillment. The salesmanship has been leached out; the friendship and familiarity between account representative and client has largely been replaced (inadequately) by automation; the Humanity of the process, the relationship between two or more Human Beings to finalize commerce has been minimized.
As a result, customer and client satisfaction with many companies and brands is very poor and getting worse. Loyalty and retention suffer in these hyper-automated companies because people have a hard-wired, deep-seated need to be in personal contact with other people. If you have a captive client base (as in the case of any government-blessed utility or other monopoly), your clients have no choice but to use your services. They are handed to you -- and you are probably abusing, overcharging and underserving them -- if they could leave you, they would. But most emerging enterprises and non-monopolistic businesses, are fighting harder and harder to gain market share because they do not have a persona.
The companies in the small to medium-sized entrepreneurial market sector are merely burning eachother's margins down, and creating an increasing population of discontented, angry and frustrated customers. These people want to speak with a person who knows them, will listen to them, and be personally responsive to them.
The Human Factor will be a major determinant of success in acquiring and retaining market share in the near future. Since it has become so rare, it will actually be re-introduced as an innovative new way to conduct business. Look for the companies that are returning to a person-to-person customer services and marketing model, and you will see the new leaders in their respective spaces.
People want to be greeted by other people; assisted by other people; listened to by other people -- and they have become increasingly desperate for longer-term, dependable, predictable and comfortable "business friendships" with other people. The consumer market is quitely desperate for communion with their commerce -- and the companies that are willing to re-Humanize in order to provide that "personal touch" are going to grab large chunks of market share.
Think about it. I am saying what you've been thinking. Going just a bit further, the once nostalgic notion of CUSTOMER SERVICE is increasingly becoming an integral part of every business operating in a competitive market space...especially during an uncertain economy. Customers are asking to be seduced, listened to, heard, responded to, and treated attentively and personally. You can gain some insight into what CUSTOMER EXPERIENCE PRACTICE entails, and why it's becoming increasingly critical by clicking on the following link:
http://www.thenationalnetworker.com/cep.shtml
Trends to Watch:
1. An increase in the number of professional and consulting firms dedicating more of their personnel, marketing and resources to rendering Customer Experience Practice Services to Clients;
2. A growing chasm between the economic viability (and likely the profitability and relative share prices, if their shares or units are publicly-traded) of companies proactively integrating Customer Service Excellence (in the spirit of Total Quality Management - "TQM") and those who merely continue to lure customers in with "me-too" advertisements based upon price, disappoint them with miserable or non-touch service, and lose any prospect of repeat business or referral business. These old-schoolers will be giving up territory and fading away...
Observation:
In choosing a company to commit your investment funds to, or to partner with, take a look at how seriously they are investing in Customer Service Practice and practicing Customer Service Excellence -- they will stand out as winners increasingly often in the months and years to come. Then again, neither the author nor The Global Futurist offer any investment, financial, economic or other advice.
http://www.thenationalnetworker.com/cep.shtml
Trends to Watch:
1. An increase in the number of professional and consulting firms dedicating more of their personnel, marketing and resources to rendering Customer Experience Practice Services to Clients;
2. A growing chasm between the economic viability (and likely the profitability and relative share prices, if their shares or units are publicly-traded) of companies proactively integrating Customer Service Excellence (in the spirit of Total Quality Management - "TQM") and those who merely continue to lure customers in with "me-too" advertisements based upon price, disappoint them with miserable or non-touch service, and lose any prospect of repeat business or referral business. These old-schoolers will be giving up territory and fading away...
Observation:
In choosing a company to commit your investment funds to, or to partner with, take a look at how seriously they are investing in Customer Service Practice and practicing Customer Service Excellence -- they will stand out as winners increasingly often in the months and years to come. Then again, neither the author nor The Global Futurist offer any investment, financial, economic or other advice.
Faithfully,
Douglas Castle
Douglas Castle
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