Struggling with Customer Disdain? Here Are 5 Indicators and Businesses Serving as Your Path to Redemption
In today's marketing landscape, the key to success lies in understanding and connecting with the target demographic. However, some decision-makers may make assumptions that can be jarring and demonstrate a lack of understanding. For instance, assuming that someone admired by the target demographic would not be relatable can be a misstep.
Brands that choose brand ambassadors who would never normally associate with the brand may signal that the brand does not view its true customer base as its desired destination. This approach can lead to a disconnect and may not attract new customers.
On the other hand, leveraging user-generated content (UGC) can be a powerful strategy. UGC is authentic and often resonates more with consumers than professionally styled images. Companies like Converse effectively utilise UGC on platforms like Instagram, curating the best content and enhancing it with narrative text and professional editing.
One example of a company that has harnessed the power of UGC is SheaMoisture, founded by Richelieu Dennis. Besides creating high-quality products, Dennis announced the creation of a $100 million fund for women entrepreneurs of colour, demonstrating a deep understanding and commitment to his customer base.
Another company that has fostered deeper customer connections is DryBar, founded by Alli Webb. Webb recognised the demand for affordable, high-quality blowouts and built a business model around this need.
Chewy, the popular online pet store, retains customers through a consistent focus on incredible customer service. They hire employees based on how kind they are prepared to be to customers, creating a positive and personalised customer experience.
Even brands with celebrity associations can benefit from a strong connection with their customers. Despite no longer being associated with Cabo Wabo, the tequila brand is still often connected with its founder, Sammy Hagar. The original house liquor for the Cabo Wabo Cantina, Cabo Wabo tequila found a United States importer by 1999.
Marketers who cannot get in their customer's own shoes have no business trying to sell that product. By understanding their customers, brands can foster deeper connections, build loyalty, and ultimately, drive success.
Examples of this approach can be seen in companies like a Riyadh retail chain that uses Loyalife’s customized loyalty programs to create personalized rewards and omnichannel engagement, and T-Mobile with its gamified loyalty program "T-Mobile Tuesdays" offering personalised challenges and exclusive experiences.
In conclusion, brands that prioritise authentic connections with their customers, whether through UGC, personalised engagement, or understanding their customers' needs, are more likely to succeed in today's market.
