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Get Customer-Obsessed
By: Kaitlin T. Gallucci
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For about a century we’ve been told (whether you agree or disagree) that “the customer is always right.” According to recent market trends, it seems that the customer is right now more than ever, or at least leveraging that power more than ever. Forrester recently referred to this as “the age of the customer.”

Consumers have a lot of power in determining what they buy, how they buy it, when they buy it, where they buy it, etc. In “the age of the customer,” brands are particularly compelled to satisfy these wants because consumers' voices are louder than ever in the social media landscape (though, to be fair, so are brands’). How loud? According to Forrester’s Peer Influence Analysis, U.S. consumers make 500 billion peer-to-peer impressions about products and services every year, and 80% of those impressions are made by just 16% of consumers.

Are you obsessed with your customers? You should be. As Forrester describes in their recent report, Competitive Strategy in the Age of the Customer, “Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save you. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed.” So ready the tattoo gun because in this new age, it’s more than okay to be obsessed — it’s expected.


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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