Brands pay us heavily.
To draw up brand strategies, craft the best ads and create stories that make them swoon, laugh, cry and smash that share button on Instagram; they pay us top dollar.
And because brands pay heavily for this, we’ve come to assume it must be what the customer wants.
But we are wrong.
The customer doesn’t want your big-budget ad once a year. They want you to make them smile every moment, every day.
The customer wants to know that you are there, always (even when they don’t get your weekly email blasts).
They want random love letters about things that mean something to them. Something other than their birthday or the Independence Day or a religious holiday.
The customer wants to receive a love letter celebrating the anniversary of their first car or their dog’s birthday or a warm note generally reminding them of the strength that resides in them even at their most broken.
They want to be loved by you in little meaningful ways. Not the “Netflix and Chill” type of love. The one that is a means to an end.
The customer doesn’t want to feel like an inconvenience. The customer wants to know that when the customer relationship manager says smilingly; “we are delighted to have you here today” it’s not just an act. She wants to know that when the manager means it when she says “I’d be happy to help.” They want you to say “we’ve taken care of it” and be true to it.
The customer doesn’t want another meme. Another app. Another lead-gen form. Another fancy profile on Techcrunch. Another Netflix special. Those are things we need as businesses.
What does the consumer want? To be loved in fluid and natural ways; not built around “means-to-an-ends”.
Where everyone is busy showing how much they care about their customers, they want you to actually care.