Companies striving to create the perfect customer experience always put the customer first. Don’t they? Of course, this is Marketing 101.
Digital marketers got a shock to the system from presenter Richard Fouts, Gartner research vice president, speaking at the Gartner Digital Marketing Conference in San Diego yesterday: too many of them are failing Marketing 101.
“No one’s ever going to disagree the customer is the most important part of your story. They’re paying your bills,” said Fouts. But where are they in marketing efforts? Fouts said the customer ends up taking a back seat to the brand. “It’s the ‘we’ word. Stop the ‘we,’ stop the ‘our.’ It’s not all about you. It’s about your customers.
“When someone asks, ‘What do you do?’, they really mean, ‘What can you do for me?’ Any answer that begins with ‘we’ is a red flag. If we answer the question correctly, it opens a conversation,” said Fouts. “Every story, every movie or book, is a situation begging resolution.”