customer

 

Another tricky area for marketers is the degree to which they should accept what customers tell them. Some customers will tell a company what they think it wants to hear, especially if it is rewarding them for being so open. Some will pay little attention to the truth of their answers, and others may deliberately lie – perhaps overstating a criticism to make sure it is not ignored.

One outcome of taking everything the customer offers at face value is that supposedly “customer-led” brands begin to adopt similar values in an attempt to reflect the target market’s values and lifestyles. products and services as diverse as airline travel and food could feasibly share the attributes “empowering” and “approachable”. In the case of an airline, research groups would have talked about the importance of being in control of their travel arrangements need to be altered. By comparison, a convenience food brand could reflect the empowerment lifestyle attribute by offering consumers good food without the effort. Approachability could relate to care-lines giving consumers the option to call up with nutritional or recipe queries. The unique selling proposition is therefore buried by the desire to appeal to the customer.

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