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40 percent of US adult computer users find their laptop to be generic, boring, dull, sterile, or lackluster 60 percent would like to be able to customize their laptop with options such as color, patterns, and fabric While it s likely there is some fluff in this thing, what it shows is the laptop, a technology that has primarily been associated with business and road warriors, is now seen by the general population as more than just something whose value proposition is utilitarian In fact, it has meaningful value as a lifestyle choice Style matters And you re willing to pay for it Unless, of course, it s an ultrasuede laptop
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So, Style Does Matter
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Everything you consume or use, everything associated with whatever it is you do, has been purchased by you or by someone who gave it to you Everything you use to make your life feel good or to have a wonderful moment is purchased somewhere No! You unromantic SOB, you say What about love What about it While ideals, romance, beauty, and love aren t tangible items, there is a commerce decision somewhere in there The commerce isn t what makes you happy, but it provides you with what you need on the journey to being happy If you are in love, odds are you are doing things that involve purchases Even if it s just a romantic walk in the park, you re wearing clothes and shoes You may have chosen just the right clothes to impress this person you are walking with Which means you chose from multiple combinations of outfits you own that you bought or were bought for you Did you take a shower before you went out Did you make the soap out of thin air You get my point I m not trying to take the romance or beauty out of that simple walk Anyone who knows me knows I m a romantic who prefers love and humor to CRM any day I m just pointing out that commerce, the purchase activities of consumers, and their relationships to businesses are a part of life, not something separate and not something you can ignore either as the consumer in question or the business providing the services But how the things you buy make you feel when you use them is almost as important as the use you expect from them Style, not just utility, is a part of your life For example, if I say priceless What do you think Unless you watch no TV at all, the first thing that came to your mind was MasterCard
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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What do you think makes that MasterCard commercial so memorable and timeless and provides endless possibilities for its future Because it is conceived around exactly what I m saying Your journey through life is intangible and meaningful (priceless), but we give you the instrument to buy those things that aid you in the transport along that priceless, beautiful journey of life We can t be your life, we can only give you an instrument that supports your chosen lifestyle and selected style choices Compare that to the totally lame and clueless Life Takes Visa, which I trust someday will be changed to Life Takes Visa Away from Us so we no longer have to endure the torture of its incomprehensible message MasterCard gets the idea of the era of the social customer Visa doesn t There is incredible depth in every decision you make in your life, even a purchasing decision For example, when you make the decision to choose that laptop or cellphone, you are also choosing, although opaquely here, the web services architecture it will run on, and then, more consciously, the specific services you need or want You are also choosing features that are not just functional and utilitarian but are cool and make you feel good using them The service-oriented architecture doesn t make you feel good The services you need are practical The services you pay a premium for and want are both practical and make you feel good And the style oh baby, the style is valued for its coolness and how that makes you feel with your peers, or even just for yourself That coolness, that style, is responsible for 1 million 3G iPhones sold between July 11 13, 2008 the first three days on the market and the additional 1 million 3G S iPhones sold the last weekend of June 2009 That would be totaling about 21 million iPhones sold since their inception One final test Take a look at the following figures Given that these two BlackBerrys do the same thing, which one would you buy This one
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