Marketing’s role in an organization is
changing. It is no longer enough to push a product or service at a customer,
thinking it will meet that customer’s need because they fit into a certain
demographic. I may purchase a printer for my PC so I can print off email
messages and documents; another person may purchase it to print their digital
photos for a scrapbook. Both of us are between the ages of 18-36 and have a
good income plus a college education. But that information is not enough to
ascertain how that printer will be used.
Knowing which magazines I subscribe to,
which TV shows I watch, and what kinds of products I purchase do not really
tell you my story, either. It is marketing’s role to truly understand the
customer’s need from a psycho-graphic and behavioral aspect. In order to do
that, marketers are finding it necessary to view their company, its products
and services, and even each place a customer touches that company from the
customer’s perspective. Only then can we begin to understand the underlying
needs of a customer.
Source: Customer service: the art of listening and engagement
through Social Media (Brian Solis and Becky Carroll)
e-book
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