Sunday, March 08, 2009

Article of Interest: Walls of Separation

Are you inadvertently building a wall between your company and your clients? I am sure by now you caught Tropicana's recent rejected package design. If you haven't, watch Peter Arnell explaining why it failed. It will fill you in. Then you'll know what I am talking about.

But back to you and your business. Are you keeping in good touch with your customers? Do you think you have a better relationship with them than they do to each other?

Not all brands seem to be increasingly "out of touch" with their own customers (for example, the Women Presidents Organization). Yet here's what David Armano thinks over at his Logic+ Emotion blog that might be some of the walls that are separating customers from a business.

One is particular is:
Tone Deafness
If you've lost the ability to connect and empathize with your customers, then you've become tone deaf. This means you can look at the data, the demographics and the numbers but never really understand, relate or "get" them in any meaningful way. So it's natural that your preference of communication will be one way vs. a dialogue. It's easier to maintain. Tone deafness becomes a barrier when you can see your customers, but can't figure out how to touch them anymore.
Read more here.

Now it's your turn. Care to share on what you are doing to see and touch your customers -- to relate to them on every level? We are all ears.

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