The Quisenblog

A while back, we pitched an account that had a life-sized doll set up in its executive conference room. “Why the doll?” we asked. The client explained that the doll represented its customers. Whenever decisions were made or discussions held in that conference room, the doll was a reminder to “act as if the customer was in the room.”

Some might think this is a gimmick. But in truth, we need to acknowledge that in just about every major marketing or operational decision we make, the customer is a major stakeholder. Even though most of the time, they don’t have a voice.

The idea of “giving the customer a seat in the room” is something every company should do. The customer is the ultimate judge as to whether the decisions we make are successful or not. So include him/her in the process. Look at your situation and initiatives you are considering from that point of view.

These days, it can be awfully seductive to think of your customer in abstract terms, either as a number on a spreadsheet, a bar on a graph or as an amalgam of “profiles.” Considering our customers as individuals gives us a healthier perspective of exactly how our products or services fit into the context of their lives, and where the opportunities lie to be included in their “community.”

And if you want to give that customer a voice in the room, you could always consider a Chatty Cathy…

Posted by Mickey

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admin On Customers advertising, marketing, Spokane