The customer is in control
It’s scary for any organization to hear that they don’t have ultimate control over their brand. But the truth is, they don’t. Customers do.
That’s because in today’s market, the customer has an incredible amount of influence in how a brand is perceived and consumed, whether the company likes it or not. And, let’s face it, customers can be quite demanding.
This is true now more than ever, with the scope and reach of social media continuing to expand. Customers not only control how they gain information about your brand, they also have considerable influence on how they communicate about your brand. A customer’s reaction to an experience with your brand can quickly be communicated to a network of thousands, and their words—positive or negative—can have a genuine impact on how countless potential customers view it too.
The key for b2b brand-builders and communicators in today’s world is to listen and respond. It’s no longer about sending monologues down the channel, repeating the same finely-edited messages over and over again.
Now, buyers seek information and experiences with brands exactly how they want them, where they want them and when they want them. And it’s the companies that are truly listening to customers, focusing on their behavior and acting accordingly that are succeeding in this “Age of the Customer.”
According to Forrester, those “who have adopted behavioral marketing practices have realized business benefits ranging from higher return on marketing investment (ROMI) to higher contributions to sales pipelines and revenue.” According to us, it’s about giving customers the brand experience they seek 100% of the time. And it’s about creating meaningful dialogue rather than one-way messages.
Today, the organizations that are likely to see the greatest amount of success are the ones that work to gain the best understanding of their customers, prospects and end users.