indirectly .
In order therefore to generate customer communication to deliver these results , the marketing material developed , should be carefully designed around which strata the target audience currently revolves , in terms of responding to financial , productivity , competitive advantage , reputation or giving back needs .
Substituting marketing collateral both below and above the line that focus on characteristics , advantages , features , benefits and qualities , with messages that propose solutions to existing and anticipated problems , challenges and pain points , will inspire brand credibility , authority and trust .
With customers currently trying to figure out , and operating from the school of thought brands want ‘ something ’ from them ; either their money , referrals or endorsements , brands that take the time to invest in creating platforms that provide wise counsel to their customers and potential customers , or the public at large , differentiate themselves from the crowd .
The provision of advisory services builds brand reputation and gives customers the comfort of relying on getting credible and solid information from a trustworthy source . To effectively accomplish this strategy , brands need to reflect less inward and focus more outward .
It would be important to place less emphasis on the good elements of the product and service , whilst tooting its horn , or providing information based on what the organization imagines the customer would like to know .
What would provide an attractive solution would be for brands instead , to familiarize themselves with what customers are struggling
‘‘ Internal customers with great product knowledge , make for excellent customer experience offerings for the external customers . The more aware employees are of the inner and outer workings of the products and services they offer , as well as the value these bring to their customers , the more emotionally engaged they will be with their employer .’’
with both frequent and on occasion , what they consider useful information and guidelines , as well as what they envisage would make the customers lives easier .
In this fast paced world of today any solution perceived to make life easier would be more than welcome . Organizations need to desist from preaching the good gospel of their brands , but instead provide valuable input into empowering lives with knowledge and information that matters .
It is critical to note that empowerment of internal customers and focusing on internal customer education should most certainly take center stage . So much so that the energies focused on the external customer should be doubled internally .
A workforce that truly understands the value that the brand they work for offers , are a juggernaut in terms of the output an engaged workforce can deliver , as well as the powerful word of mouth marketing they hold the potential to express .
Internal customers with great product knowledge , make for excellent customer experience offerings for the external customers . The more aware employees are of the inner and outer workings of the products and services they offer , as well as the value these bring to their customers , the more emotionally engaged they will be with their employer .
The untold benefits of an engaged workforce cannot cease to be extolled . Internal customer education works wonders – marketing must take note .
Just how many solutions can one provide , or just how many different angles of value to the client can a product or service be twisted to give … one would be tempted to ask in response to the pitch towards customer education . Well , creativity knows no limits when the customer is the center of focus in the marketing drive .
Customer information vide marketing campaigns could be about : the actual product or service from a solution provision angle , to sort out or add value to an aspect of their lives ; current trends both researched or opinion pieces , about the industry in an almost did-you-know format ; future innovations and the potential for growth being explored ; useful
54 MAL 15 / 16 ISSUE