The idea of focusing brands attention on customers and not on profit, was conveyed at the Romanian Retail Convention earlier this month, but at Loyalty and CRM Forum (November 21st , Bucharest), the subject of how brands should manage their customer relationships was extensively approached.
Premise: there are many other solutions to reward customers loyalty, than promotions. Yet, is loyalty really to be rewarded? A brand trying to be in agreement with itself would probably answer like a brand definitely in agreement with itself: “there are some things money can’t buy.”
Here are some case studies presented at the conference:
Are we aware of the huge technological progress which we enjoy every day, without having contributed with nothing? Here’s Louis C.K.’s opinion: “Everything ‘s Amazing and Nobody’s Happy”.
How far would a brand go, in order to find out what customers want?
Sometimes there are customers who could be targeted as “impossible to understand”:
Lexus Romania specified that they are attentive to the smallest details when it comes to customer care. Once, a customer came with his car for a regular check. Talking with the Lexus representative, the customer confessed that he wanted to buy a Lexus collection edition watch, but it only be bought from America and it cannot be ordered. Subsequently, the representative contacted Lexus America and in a few weeks, the client received a random gift: a Lexus collection edition watch.
If Lexus claims they have no limits in their customer satisfaction strategy, I can’t help asking myself, if I would have a Lexus watch and I would subtly let them know I would like a car, would they offer me a “moment”?
Material written by Lucian Talpes