Modern Customer Behavior

A few weeks ago we wrote an article on what we have called the Customer Culture. We talked about the need for organizations today to focus more the way they operate to the customer, as it did decades ago Jan Carlzon at SAS (Scandinavian Airlines System). From this experience was born in the 80's the concept of "Moments of Truth", which today are an essential part of a CRM strategy and customer centricity. Changing organizational culture to move from a product centric company to a more customer-centric, requires a better understanding of the customer, out of many additional aspects. To know the customer must understand what are the trends of modern consumer behavior. One of the world authorities on marketing issues is Mr. Philip Kotler, who says the following regarding the trends of modern consumer behavior. (Items extracted from altonivel.com.mx portal, article for Kotler's customer).

The consumer mandaDebido the vast number of companies that exist today, advertising has been forced to rethink their paradigms constantly, finding an accurate compass. To improve this situation, marketing managers must set goals "based on the immediacy of information and the total segmentation, since they completely change our buying habits," says Kotler. They must also be able to recognize the new guidelines of marketing where the consumer is king.

The cost of losing the clientesEn Currently, most employers recognize the central importance of the customer. And the reason is simple: no customer, no business. In Mexico, companies lose one out of every two customers for not meeting the agreed commitments. And as if this were not enough, "is only possible to retain, effectively, to 6% of those who leave," said Victor Quijano Hatch, manager of Customer Service Quality in Group SC Mexico. Every time that companies lose a customer, they lose money.

Recognize the power of personasLa information is everywhere at the same time consumers are informed about most products, so that the sale should be based on dialogue, not monologue sell. In this sense, the website exposes elclientemanda.com strategies as "assisted search", which deals with people who want to save time and await the recommendations of their purchases via e-mail. Unlike the "self", which refers to those customers who prefer personally find the products you need to get good results. The customer decides.

Create conjuntoPrimero values, with Transactional Marketing, the company defined and created value for consumers. With Relationship Marketing, focused on attracting, developing and retaining profitable customers. But the new "Collaborative Marketing," as he called Kotler, should focus on working with the client so that together create unique ways to create value. Rouzet Emmanuel explains in his book "The marketing of wine," a novel technique that exposes customers to smell different types of wine, and discover the flavors, even if not exactly perceived by the company. Your answer will be useful to make some modifications to the product.

For them, how valid is not "know", but how they perceive their customers.

New methods to reach the monitor is clienteSe dissatisfied customers as word of mouth marketing, is now "key to key". This refers to the Internet allows to reach more people. Kotler also places special emphasis on a new strategy called "Permission Marketing" (or permission marketing), and exposed as a good way for the customer to "indicate whether or not to receive any publicity." The launch of the Ford Focus is a good example. The automotive identified 120 people in six "key markets", and left them free use for six months a Focus and promotional material from it. The model was a success.

Marketing is everything "Marketing affects all processes of a company and this is what we communicate in our own company," says Kotler. The marketing decisions affect clients, members of the company and external collaborators. And so, together, they must come to build strategies.

It is important to consider these elements when centralization strategies work on the client. One of the critical stages in this process is knowing your customer (segments or one to one) so that our organization to achieve design offerings according to customer needs. Precisely the same Kotler is the one who disclosed the concept of change of the 4 Ps of Marketing famous Mix (Product, Price, Place and Promotion) to the 4Cs (Customer, Cost, Convenience and Communication). This is a clear approach to culture change in product centralziación toward centralization on the client. In this respect, this is what Kotler says: "The four Ps of the marketing mix is ​​still a very useful organizing framework for marketing planning. There is nothing wrong with adding a few more to Ps more emphasis, such as , packaging, people (people), political and public management. However, companies would gain much if translated the four Ps to the four Cs, starting from a point of view based on the client instead of having its based on the seller. The product becomes the customer value, price becomes the cost to the customer, the distribution becomes comfort / convenience for the customer, and communication becomes a community of customers.

The buyer wants elcliente value, low total cost, more honest communication and comfort. "

Obviously a more focused marketing on the client may be what helps companies gain competitiveness in the short and medium term.



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