Supporting your customers is easy to say but hard to do.
Kerry Bodine, principal analyst at Forrester Research, says supporting your customers is easy to say but hard to do. At Forrester’s Marketing Forum, Bodine gave examples of companies that are delivering business expertise as well as channel expertise.
1) LensCrafters. Customers can schedule appointments online. The stores mimic the Web site and so does the channel advertising.
2). Geek Squad. The marketing department went on ride-alongs with the geeks to find out about customers’ preferences. The team created personas of their behavior, attitudes, and goals.
3). Master Lock. The design firm watched how people shop for locks and found out they don’t know where to go in the store for locks. They go in the aisles of the products that they want to lock up. Instead of showing photos of the locks on the Web site and in ads, Masterlock now shows photos of bicycles and vehicles. In essence, the company used to focus on the products it made; now it focuses on products people want to buy.
Tell us about a customer-focused channel experience that you've had recently.
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