Are you worried your customers are giving you the silent treatment? Have you considered that they may be treating you the same way you've been treating them?
Like any relationship, the brand-customer connection depends on open lines of communication. But many brands simply don't get it. They don't foster the dialogue, and then they suffer the consequences.
Gillette, which dominated the razor market until 2012, is the perfect example of this. Instead of actually talking to customers, the brand continued tweaking its product, adding blades, moisture strips, and flashlights. With each enhancement, the price went up — so much so that stores kept them locked away, forcing customers to get
Do you "get" your customers? It isn't just teenagers who feel misunderstood.
A recent study by global digital agency Wunderman discovered that 79 percent of U.S. consumers are partial to brands that show they understand and care about their customers, and 56 percent of them are more loyal to brands that display a deep understanding of customers’ priorities and preferences.