Fix me. Save Me. Don't let me break.

The theme of this week's marketing reads has largely revolved around fixing, saving, even breaking. Sounds pretty dismal, eh? Far from it. In fact, I want to share some hearty solutions recently contributed by our clan...

fix me: Paul McEnany started a worthy new "In the FIX" Series, with the 1st segment imploring, "We barely listen, and more often that not, become more caught up in our own dogma than our responsibility to the consumer. We work harder to preserve our way of life, rather than understanding what the consumer values most."

Ah, listening. I'm a big fan of that notion. Paul has also posted more insights through parts 2 and 3.

save me: Noah Brier provides 9 ways to SAVE marketing. Point #3 from the list exclaims, "Let go of the brand! That's not to say the brand is dead, just that we need to accept that it may be appropriate to deliver different brand identities to different groups with different needs."

Acceptance is good. And the multi-faceted positioning approach is resonating with me. We segment our customers and our messaging points, why not our positioning strategy? Good food for thought. Add your choice for #10 to his 9-point paradigm (I already added mine).

don't let me break: Paul Gillin's piece for Ziff Davis, Making It or BREAKING It with Customer Service, provides sage counsel with, "Think of the businesses you patronize that give you good customer service. What do they do right? Chances are they make a positive customer experience part of their value system. Whether it’s an efficient Web design, a helpful e-mail newsletter service, a pleasant telephone support staff, or a cheerful hello at the checkout counter, they show you that they appreciate you as a person, not just an account number."

Choices are about values...and it's obvious we've not valued customer service, for maybe decades (yikes!). As amplified by the AOl and Dell debacles, a customer-service revolution is afoot, this may be our greatest challenge in re-connecting with our customers.

Spotted any fixing, saving or breaking posts?  Do share!

Paul McEnany Noah Brier Paul Gillin

Comments

[Lewis Green]

Right on, CK! Good stuff! Here are my thoughts:
1. I am always surprised when I experience the sales pitch (or marketing blurb) that tells me about the product or service in endless monologue. It's about me the customer and if you let me speak and you listen, you will discover what I need. Then you can give me your solution.
2. Different brand identities is a proven strategy. Take Honda and Lexus. When Honda launched Lexus it did so under the Lexus brand. It segmented its customers and gave them a brand they could love. Why don't more businesses do the same?
3. It is not about products and services: It is about the experience. Enough said.

[vaspers the grate]

I wonder how the Everything Free Always revolution and the Absolute Switched-On User Empowerment revolution factor into all this.

The difference between consumer, producer, and distributor is fading fast, super fast.

We individuals have our own radio stations (podcast channels), television stations (video blogs), and printing presses (blogs and ebooks).

We individuals can use some paid hardware and internet access, plus mostly free software, to produce great products that we distribute FREE to everyone we can.

Electronic products, downloadable items are the best in that there is no overhead, no inventory, no warehousing, no sales staff needed. On demand product delivered from computer to computer.

Content in particular is now: what you want, how much you want, in the format you want, when you want it, and how frequently you want it.

It's the End of Stardom and the End of Business As Anything Like It Was.

[CK]

Vaspers: Insofar as the consumer-producer-distributor fading fast; I agree. I see it. Feel it. But do not fear it, even tho' many marketers do. Heck, we've never been able to truly reach out and engage our constituencies before (putting them behind a focus group mirror or surveying them was never engaging them). If done right, with respect and care, it's the best time to be a marketer. I hope more see this tremendous opportunity as marketing isn't dead--it's just begun to come into its own, serve its purpose of serving our markets who are kind enough to buy from us, tell others about us...give us some of their valuable time.

Agree with Doc Searls' thoughts on the word & mentality of "consumer" no longer being relevant -- as they're customers, now...they don't merely consume, they're part of the production. Dig it.

What I'm not certain on is if it's the "End of Stardom". An entirely new breed of celebrity has emerged--and across many niches (now you can be a star within a slice of the population).

Now that we can chat with these great minds they're more accessible, than silver-screen starlets, sure. But there still exists an air of celebrity. Some are treating that role well, some are not. But that's fodder for another post.