Brands are failing their potential by measuring marketing, sales, reputation, customer experience and support, as thinking defined by these terms drives a wedge between consumers and brands. Once upon a time that may have been acceptable, when brands could force themselves on customers.
Today it’s the consumer who is forcing. And wedges force customers elsewhere. Marketing treats the consumer in every possible way to create an intention to buy. The objective is to pass the prospect into the sales funnel as quickly as possible.
Sales will work the consumer over in every way to convert a transaction. The focus is to process the prospect fast, to reduce the lead time and lock down the sale. Reputation looks at protecting how the brand is perceived by the masses. It doesn’t care if people want to buy, or have bought – as long as, in general, the public relates well to the brand, and the brand to the public. Customer experience will work with customers to prevent them from becoming disgruntled. It’s usually all about eliminating pain points and resetting expectations.
Service focuses on rectifying issues where the customer is hurting, before customers share their pain with others. And it will try and deliver on what was promised in the first place, where possible. The harsh reality from all this rather expensive effort is that brands, in general, suffer unacceptable customer churn.
Plenty of dashboards, charts and numbers quantify the handling of the consumer. It is good, because “If you can’t measure it, you can’t manage it,” Peter Drucker is one of the modern era’s great thinkers on management.
The only thing that matters to the consumer is his or her relationship with the brand. There’s no measuring of the emotion and depth that exists between consumer and brand, or the lack thereof.
Voorveld, H, Bronner, F, Neijens, P, & Smit, E 2013, ‘Developing an Instrument to Measure Consumers’ Multimedia Usage in the Purchase Process’, JMM: The International Journal On Media Management, 15, 1, pp. 43-65, Communication & Mass Media Complete, viewed 27 May 2015, EBSCOhost
Friese, M, Hofmann, W, & Wänke, M 2009, ‘The impulsive consumer: Predicting consumer behavior with implicit reaction time measures’, Social psychology of consumer behavior pp. 335-364 New York, NY, US: Psychology Press PsycINFO