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The 21st century demands a new, more workable customer-centric marketing logic Rather than focus on the product offering or the brand per se, it emphasizes those interactions that assist the customer in achieving multiple desired outcomes These would vary according to unique customer needs and specific contexts That assistance would take the form of offerings that create a personalized value for the customer What makes this different from the other two approaches is that the skills, knowledge made available, and the processes available to the customer are part of the engagement of that customer They are no longer just a product of internal operations they are a value-add to the customers who need them All in all, the new marketing logic follows what I ve deemed since 2006 as principle number one of CRM: Value and values are given and in return, value and values are received The new marketing needs to be a long-term commitment that involves the customer, especially influential ones (more on that later) with the company The company needs to be proactive about this too The customer is moved into the sphere of value-in-use Marketing doesn t just engage in the old logic of product pushes and brand messages, but becomes an agency that helps customers derive value from multiple, ongoing interactions with the firm and its products and services Marketing becomes a department that not only makes sure the customer is aware of products and
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SaLeS and MaRketing: the CuStoMeR iS the Right SubjeCt
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services that are available but becomes the source of content that is of value to the customer For example, Kohler and Company has an interactive website where you are able to design a kitchen or bathroom using the product catalog But rather than just doing that, they provide content to the prospect who is interested in the design Content that covers latest trends in kitchen appliances or financing options so that you can afford that astonishingly expensive remodeling of your kitchen that staggers your imagination and life savings The content is part of how marketing engages the customer They are providing knowledge, a source of competitive advantage I know that if I want to get the details on the creative and practical side of designing these Kohler specialty rooms, I can set up my own MyKohlercom space and I can get all the content I need to understand my options and think through my plan By making knowledge instead of product the source of competitive advantage, the customer s willingness to engage is increased But keep in mind this is still only one-way communication There is so much more to be thinking about In the new marketing model, sales and marketing are not the only aligned departments There has to be a commonly constructed purpose that makes mutual sense for a relationship between marketing and customer service Before you get all twisted about this, think about it this way Part of marketing s responsibility, forced by this social change, is engaging the customer in a conversation One way they can do that is to figure out what the customer is saying outside the company s four walls That means monitoring and listening to the conversation going on about the company Once they re able to hear it, they will, with the right tools, be able to figure out who are the most influential people doing the talking This will affect how those particular garrulous customers are treated by the company That will impact customer service, marketing offers, and all in all the relationship that the mini-lord of conversation has with the company If I know that the influencer is someone who is negatively impacting others because of a wrong that the company committed, I can perhaps fix it and, if it s timely enough, can turn it around, as did one clothing apparel company One of their customers was a strong negative influencer located by the marketing department folks monitoring Facebook for possible problems She was head of a small but growing
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