CUSTOMER EXPERIENCE
Building A Great Business DNA !
By Carolyne Gathuru
Over the past four years , making stuff ‘ Great Again ’ has become the world ’ s most used cliché term when considering possibilities of revamping brands , be they entire nations or companies or sectors . Closer home , there has been a recent collaborative pitch by the marketing fraternity to ‘ Make Marketing Great Again ’. This has brought together different factions of the marketing profession all chipping in with great ideas on how to revamp the sector . Very interesting ideas and ideals have emerged as the debate progresses .
As marketers think of restoring marketing and rebuilding its greatness , is the required arsenal in place to attack the subject , or is there a key missing element that leans on the persuasion that having customer experience added to the cache , would present the most lethal and explosive weapon to tackle the challenge ?
To make marketing great again the very DNA of each organization and the values they stand for , need to be embedded in the marketing efforts . These need to not only be known and understood , but practiced to a fault across board . Just like the scientific DNA itself that is made up of nucleotides with a phosphate group , a sugar group and a nitrogen base , so must the DNA of brands - as communicated by marketing and structured around the customers - have three distinct components .
Brand Identifiers
Brands need to zero in on what they will distinctly offer that will have their potential and actual customers take interest , consume , return and bring others . The full end to end cycle needs to be prethought and planned for . It is often said that there is no new invention under the
The threads of the unique identifier need to be woven into marketing communication , and the marketing communication needs to speak in a language that is dear to the customer . To make marketing great again , brands need not compete on outshining each other with glittery marketing campaigns , but compete internally to polish up uniqueness with the customer as the polishing cloth . sun that will surprise the current man , but that what needs focus is innovation - trying out new combinations , improving products and services and working on efficiencies and renewed effectiveness .
An organization ’ s unique identifier needs to provide differentiation that will appeal to the customer niche it seeks to serve , and provide a mark of distinction that will attract results . When figuring this out , or if already figured out and a review is necessary , then this needs to be done with the customer in mind .
Many brands decide for themselves what their ‘ unique selling proposition ’ or as is otherwise named ‘ unique value proposition ’ is , within their boardroom walls . Management and sometimes staff , congregate and determine what makes them stand out from the rest , and what gives them the much needed competitive advantage in the ever growing competitive market place . Whilst this is alright and can do no harm really , there needs to be a surge towards asking customers their opinion , conducting a comparative analysis of the internal and external results and then acting on the outcomes .
Outward looking forays into answering the question on what causes customers to single out a brand as their brand of choice , rather than inward looking introspection will yield answers that are solid enough to build marketing campaigns that showcase the brand DNA . A brand ’ s DNA makes the brand different from any other .
The threads of the unique identifier need
58 MAL39 / 20 ISSUE