Car sales guys are pretty good at customer service. In my experience, service desks aren’t always. Problem: the last impression your customer has of your brand is the thing they take to market when they buy again.
Where have you come across this kind of customer service?
Brands today clamour to be in the spotlight of social media and pay billions for click-throughs. But, as consumers become more attuned to issues they want to act on, brand behaviour will come under scrutiny. It’s no good telling the world what your brand plans to do about its environmental impact while consumers are kicking your plastic bottle/crisp packet/detergent tub/fertiliser sack/bread bag along the beach. They can see what your attitude has been so far.
Social media and connectivity have been the preserve of brands to exploit, but we are at a point in brand market evolution where this power is pivoting and is the lens through which emotional quotient (EQ) will be measured.
Calculable doesn’t always mean measurable
EQ is a hard metric to get right, but acknowledgement of it as a monitor of consumer sentiment is filtering through to market segments – some more than others. High end clothing? Yes, in some places. Plastic packaging? Not obviously. Not yet.
Of course, environmental considerations, as they relate to buying decisions, represent a decision for the privileged. There are many places where it’s simply not possible for people to be as ‘green’ as they want to be. Budget, choice, even basic availability of products isn’t guaranteed in large parts of the world. So, how consumers behave, where their choice is available, makes that behaviour even more powerful.
Understanding how consumer EQ needs to be considered by brands is unlikely to feature in your sales team’s remit, or your marketing team’s plan.
If you don’t know how EQ and Design Thinking are related, it’s time to talk. Personal purchases and the ways that consumers respond to brands are going to be more and more critically measured.
This is a matter for CSuite. If your CSuite isn’t actively and urgently discussing these complex issues, get in touch. We can help.
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