Edward Boches pointed me in the direction of this thought-provoking article by John Tierney on “decision fatigue”. Decision fatigue happens when ordinary people are asked to make decision after decision after decision. Such processes run down the mental batteries that power our self-control. Eventually it seems, we start looking for shortcuts – either by acting impulsively or by opting to do nothing.
Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have your customers complete these sentences:
In the old days, marketers sought to identify a target consumer and would then spend millions to catch her at the right time, in the right place, with the right message. Success was like winning the lottery, you were never quite sure what you had until the results were in.
1. Observe how customers are using your product. Medical device company Medtronic has salespeople and market researchers regularly observe spine surgeons who use their products and competitive products to learn how to improve their own.
The Ritz – Carlton brand was built on world-class customer service. Its motto, ‘We are Ladies and Gentlemen Serving Ladies and Gentlemen’ is brought to life each day and has powered one of the world’s top brands for meeting and exceeding customer expectations.
