What are customers today looking for? With service as the action that creates value, they value service above and beyond products, features, prices and benefits.
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Below is an Autogenerated Transcript
Customers today are looking for that which contributes to their wellbeing. They want something that they assess to be of value to them. It could be quantitative, measurable financial value. It could be emotional, belonging, enjoyable value. It could be relational, connection, meaning value. It could be existential, life purpose value. When we look at this phrase customer service, I think it is the general way people listen to it as a carryover from a past era, where we had a product and features, price and benefits. And then you had service, which was the soft stuff wrapped around it.
But I define service as the action that creates value for someone else. So the product designer is a service person, the manufacturer is a service person, the people in the warehouse are doing service, marketing, sales and of course the follow-up support for customers. It’s all service. When you think about what customers want, “are you saying that they want customer service like just the SOFT PART?” No, they want the WHOLE PACKAGE. They want action that creates value for them. What makes it valuable? It contributes to their well-being. That’s the landscape in which companies and brands are competing today.
