At Rokker, we often see well developed products and services that are slightly underperforming in the market, and it’s not that the product is inferior, in fact, often it is the opposite, they are usually highly developed and technically advanced solutions to real market challenges. The issue is that the product is being presented as a ‘product experience’ rather than a ‘customer experience’.
Over the last 10 years, and particularly during the mobile revolution, we as consumers have seen a marketing transition from product experience to customer experience. Brands are slowly adopting a human-centric approach to marketing, rather than telling us about the features of a product they are telling us about how the product can enable us. This change in focus alters the buying/selling experience completely.
A great example of this is the Android Swim Dem Club, where the entire advert is based around the enabling and connectivity between people.
Growing businesses recognise that the customer experience should be at the heart of their offering, regardless of how good their product or service is, if the customer doesn’t understand it, or has a bad experience at a critical touchpoint they are likely to lose that customer – or worse still suffer the wrath of negative social sentiment.
Simon Sinek’s excellent TEDx talk on the ‘Golden Circle’ theory demonstrates this as a more holistic concept, with the essence being ‘people don’t buy WHAT you do, they buy WHY you do it’
Without products there will still be customers, but without customers there will be no products. The customer should not be seen as the end of the sales funnel, they should be seen as the heart of the buying process. Businesses should talk from the inside out, not the outside in.
Increase in acquisition and retention, measureable customer loyalty and advocacy are key performance indicators for most brands today – but if your product is underperforming in the market the only question you should really be asking is ‘why aren’t my customers buying from me?’
There could be many reasons for this – including the fact that you may be talking to the wrong customers, but the chances are the customer simply doesn’t understand who you are or what you stand for. So when communicating to your customers think about who they are, what they care about, and put your customer experience at the heart of your business – at every touchpoint – and create a truly great business that makes a difference to your customers.