A shocking statistic was announced last year about serving customers at the annual international festival in Cannes, France.
This was shown in a presentation unveiling this statistic from the high profile management consultancy, Bain & Company.
“80% of brands believe they deliver great consumer experiences. Only 8% of consumers agree.” – Cannes Lions 2018 International Festival of Creativity
How Can Brands Be So Wrong About Serving Customers?
Because they’re focused on their own story, not the story going inside the heads of their customers.
STOP being focused on “being efficient” instead of “being more helpful.”
STOP being obsessed on “operations” rather than “providing experiences.”
In other words, STOP having it backwards. 180 degrees.
And most of all, STOP focusing on “how to appear authentic” rather than actually “being genuine.”
I explain it more here in episode 88 of One Minute Wednesday:
Stop Selling The Sauce
Now you know 72% of customers are being UNDERSERVED.
That liability is your asset as a business. This is why this is brilliant.
Look at the last time you wanted… no, CRAVED some item.
- The flavor. The win. The freedom. The newfound power to do what you couldn’t before.
Now, look at the last GREAT consumer experience you personally had (as a customer).
- What did they do differently?
- How did they treat you?
- What did they refuse to do that everyone was already doing?
- What standard did they reject sinking below?
NEVER FORGET the business you’re in: the business of being awesome.