Zimbabwe News Update
herald_improved
12 min read
Joseph Nkani,[email protected]Customers don’t want your product; all they need is a memorable emotional connection with your brand. Encounters in the marketplace are a very complex system, yet a very simple problem.
Brands that quickly understand how their customers think and strategically apply themselves will not do much else but get the money and smile all the way to the bank.We live in a complex modern world, where customers traditionally labelled the kings, actually have more control than they probably know they can wield.Customer Service Week, commemorated recently, drew attention to the relationship between brands and their customers.By extension, the annual Customer Service Week commemorations come as a wakeup call for brands to review their customer service, customer satisfaction, customer experience, customer care and customer relationship management efforts.
These various elements can be a separate discussion for another day.When we are dealing with traders or service providers on one side and customers on the other, we are dealing with what is supposed to be a mutually beneficial relationship where cash is traded for goods or services. When such a transaction happens, we then say value has been exchanged. Customers and traders/service providers are meant to exchange value. It’s that simple. However, the question is to establish if both parties can see or perceive the value they exchange during a transaction.The problem arises when traders see customers as tickets to the till where we just generate receipts and we see our stocks rolling out the door. This then becomes a transaction between a trader and a customer.
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