It’s only when our experience is terrible that we’d settle for average treatment. But what customer truly wants to be average?
Most of the time, we hope brands know us, show us they know us and show us they value us.
And to do that, companies need to break out of a one-size-fits-all paradigm.
It’s not easy. Which is why so many stores are still filled with average products for average people and our mailboxes–virtual and otherwise–are chock-a-bloc with largely irrelevant pitches and promotions.
It also feels safe, even though it’s anything but. Relying on newspaper circulars and big TV ad campaigns and “Super Saturdays” and the same promotional calendar we ran last year, may bathe us in the warm water of familiarity, but more and more mass marketing strategies are delivering less and less.
Getting closer to the customer–making the choice to treat different customers differently–needs to be more than a slogan. It means busting the silos that get in the way of a unified and seamless experience. It means investing in deeper customer insight and the tools and techniques to deliver progressively more personalized interactions. It means embracing a test and learn mentality.
Mostly, it means radical acceptance of the reality that, for most brands, the only way to grow faster than average is to eschew the average.