Donít fall in love with your product
While a company must strongly believe
that their product can solve a customerís problems, fill their needs
and be able to project this attitude with confidence and enthusiasm,
it may be short sighted.
Products have a life cycle and in fast changing times, businesses must
be receptive to changes in customer needs.
A connection between a customer and a business weakens when it is tied
to a single product. If a company experiences success with a product,
they tend to resist any changes or modifications to its design or use.
This often happens with a companyís
flagship product that may have carried the product line for long time.
Some businesses can be blinded by a productís success.
In the early days of American
business, production and distribution truly ruled the day. Customers
had little input into the products and services they would ultimately
This view was clearly characterized by a famous saying of Henry Ford
whom, when asked about the colors available for his famous Model Tís,
ďYou can have
any color you want as long as itís blackĒ.
response to such a statement today!
This mindset was very common in the high product demand years
following World War II. With pent up demand from four long years of
war, consumers were hungry for products of almost every type.
Producers dictated product features,
accessories, payment terms, and service plans. The customer was
dependant on the business and the business knew it.
Today when customer behavior tells
you that a product is losing its appeal, you must react or the
connection will fade.
Changes in customer expectations should be viewed as opportunities to
show problem solving capabilities.
Continuous customer communication can result in new ways of leveraging
the current relationship and pre-paves a future one.
make the mistake of trying to mold customers to their product.
Today customers have too much choice, so the challenge is to mold the
product to the customers need. The only real sustainable competitive
edge is a strong connection with customers.
This type of customer mindset does not
happen by accident. Upper management with a commitment to keep the
customer at its center must champion it.
A company may not know a connection is
dieing until it is too late. In many cases, companies ignore the clues
that the customer is leaving. This can result in being blindsided and
left with no time to react to a change in the market.
While very few businesses would make
a statement like that of Henry Ford today, some companies are still
operating in the old product centered mindset.
An innocent customer inquiry
regarding a new product feature, a type of technology becoming
available, or a new service they have heard about, may in fact be a
strong indication that they are looking to leave you.
That is why a connection should not
be between the product and the customer, but rather the company and
the customer. A company must be attentive, flexible, and go where the
customer wants to take them.
fall in love with your product fall in love with your customer!