Today’s post is by Chuck Wall, author of Customer CEO: How to Profit from the Power of Your Customers (CLICK HERE to get your copy). Here’s Chuck…
Tired of hearing brands blather on about how much they really care about their customers? Wouldn’t it be a lot more honest if they would just admit their real passion is to separate people from as much of their money as possible for stuff they don’t really need?
Maybe that’s a bridge too far, but there’s clearly something different happening in this social era. In Customer CEO: How to Profit from the Power of Your Customers, I write about what I call the Power of Purpose. This customer power confronts every business leader with a new reality; that today’s customer is thirsting to do business with brands they can really believe and believe in.
In my customer research work over the years, I have heard people say “Just do the right thing” more times than I can count. What customers are saying is they want to share values with the companies they do business with. These values have nothing to do with price. They are talking about being honest, showing integrity, providing fair treatment, demonstrating a caring attitude, being loyal, and doing it consistently.
Let’s be frank: for many companies facing the complexities of modern business, it is too much work to create, teach, and live values. They often cut corners and look the other way. Leadership either refuses to lead with values or tolerates poor values in their management ranks. Many customer-facing employees are left in their jobs far too long. The customer experience becomes a bad joke. This is why there is such a huge disconnect between the flawed advertising spewing forth from these brands; it hardly resembles the reality the customer encounters on a daily basis. Read more