Page 62 - Payout Magazine Online Volume 8.5

Consider Amazon’s e-commerce business.
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what to do with your brands that help your
Amazon is more customer-centric than most customers tad bit more than what you are
e-commerce businesses. Amazon always already doing.
tends to go the extra mile to solve a customer’s
problem. They often communicate with their For instance, consider Apple’s products—
customers and blow them away. a huge MNC iphones, MacBooks, and iMacs. In the initial
which handles millions of orders every day days, these products were marketed for what
and still manages to deal with a customer’s they were, and their usage, their features,
complaints personally makes the customer and their applicability. But then, when people
happy. There was a famous story where an used these goods as a status symbol and
unsatisfied customer wrote to Jeff Bezos, to flaunt their wealth or purchasing power,
the CEO of Amazon, and immediately, an Apple customized its strategies to appeal
individual working in one of the senior most more towards such customers. Each product
positions among the company reached out coming from Apple is designed in a way that
to the customer and had solved his problem enables its customers to flaunt them and give
immediately. an impression of wealth and richness.
� Be deeply interested in your customers. By � as mentioned previously, closely track how
asking questions, you get to understand your brands play a role in your customer’s
your customer better. ask meaningful, real life. While you might seem to think
insightful and deeply penetrating questions that your brand has a limited scope in any
that are respectful. Doing this will give you given person’s life, in most cases, it isn’t so.
a clear picture of what your customers Every product or service has a wider scope
are expecting from you. While you can’t of influence that cannot be understood
personally attend to everyone’s desires, without deeper inspection.
this type of questioning gives you an overall
view of what customers feel. Based on this, Consider a Harley Davidson motorcycle.
you can make changes and modifications to Most motorcycles are made for commuting
your business, product or your service. easily and adding style while coming with
a greater fuel economy. But then, for most
Quora is a famous question/answer Harley owners, Harley Davidson motorcycle
website which often interacts with its users is not about riding or commuting, it’s a sign of
by taking surveys and centers the feed of the brotherhood, a symbol of status and a style
customer based on his/her preferences. Every statement. If you look on the surface level,
new customer on Quora gets to pick what you might not really find how much your brand
categories interest him/her and depending on impacts your customers’ lives. However, if you
his/her likes and follows, more of such content meticulously track how your brand impacts
is displayed. This way Quora understands the their lives, you have a compelling strategy at
customer by being deeply interested in them. your disposal.
also, Facebook, on the other hand, asks regular
On the whole, emotional and empathetic
questions and takes surveys very often from
its users by asking questions in the manner marketing is not just about being tactical
mentioned above. By doing so, it understands and strategic, it’s about really caring for your
its customers’ expectations. customers and understanding what they want.
By being really empathetic and understanding
their needs, you can serve your customers
� Treat your target customers more like
people with feelings rather than just better. By serving your loyal customers better
‘targets’ to hit or achieve. By developing and reaching out to them, you can truly market
empathy towards your customers, you can your brand emotionally and empathetically.
Also, when you care about your customers and
understand their needs. This approach of
incorporate the changes or features they want,
marketing is all about placing yourself in
your customer’s feet and understanding you both acquire and retain a good relationship.
their world. By solving your customers While this strategy might sound conventional
deeply rooted issues and desires, you can or too painstaking to follow, it has nevertheless
always excel. Find out the aspects of your been timeless and has emerged successful in
customers’ lives which intersect with what many cases.
your brand can do. By doing so, you know