tips to manage emerging issues or different situations relevant to the industry ; as well as frequently asked questions .
Whatever is put out in whichever format it may be designed , the communication must reflect what ’ s- in-it for the customer , to make their lives better as a result of engaging with the information .
Plain marketing , irrespective of the package in which the language is wrapped , is based on the sole desire to sell and to turn around pockets . Whereas this is indeed necessary , for without movement from the customer wallet to the brand pocket business would cease to be , the longevity of the relationship and the sustainability of having happy well informed trusting customer , far outweighs the efforts to band together marketing communication and customer education .
In marketing as is with life , perception is indeed reality . Having one ’ s brand perceived as one that provides solutions to customer problems can only serve to increase brand loyalty , and ultimately brand equity . Customer education delivers this value by enlightening customers and keeping them well informed .
In no other era but the current , has information been more readily available to customers than it is now , and more so in this region where the mobile phone penetration has risen in Q3 2016 to 38.3 million subscriptions , providing a significant customer base for online interactions .
However , in as much as customers can seek out information independently , making their work easier by sourcing , collating , processing and proactively providing useful bits , will definitely position the brand as a value adding one .
The even more beneficial flip side of this marketing information drive , is a more informed external customer base , and an even more informed internal customer . A good recipe for customer loyalty all round .
Customer education is indeed the new marketing . Given the existence of a more discerning and questioning populace , exposed to numerous options that now have no choice but to compete on service excellence differentiation , customer education reigns supreme .
Carolyne Gathuru is the founder and director of strategy at LifeSkills Consulting . She has over 17 years experience in customer experience strategy development and training . You can commune with her on this or related issues via mail at : CGathuru @ life-skills . co . ke