About Dave Frankland

Independent consultant, author, and speaker. Co-author of "Marketing to the Entitled Consumer"

Why do entitled consumers rebel?

In our conversations with marketers and strategists, they often complain about consumers’ rising expectation levels. For many of them, calling consumers entitled is a pejorative term. We disagree. We think marketers need to change how they think AND how they behave to accomodate and engage with entitled consumers. Marketer behavior is so bad that we dedicate an entire chapter in Marketing to the Entitled Consumer to marketing overload.

There are lots of reasons – but for consumers, there are no excuses. Among the consumers we surveyed, 43% agree with the statement that, “Companies are lucky to get my attention and they should act like it.” And, for Fully Enittled consumers, that proportion rises to 59%.

Meanwhile, we bombard consumers with retargeted ads and assault their inboxes and mobile devices until they stop paying attention, and even seek out ways to block us from communicating with them. Marketing is not necessarily the enemy of a good customer experience, but unless it is carefully managed, it can be. When marketers are too focused on the bottom line and short-term results, they can go off course.

At their core, most marketers want to do the right thing. They want to make customers aware of products or services that will make them happier. The challenge has been to deliver on that promise in an efficient, and respectful way. That’s what Marketing to the Entitled Consumer is all about – how to stop bombarding your customers and to turn their unreasonable expectations into lasting relationships.

Who and where are entitled consumers?

Marketing to the Entitled Consumer goes on sale today. We’ll spend the next few days highlighting some of the major findings, conclusions, and recommendations in the book. Starting with a question posed by the book title. What exactly is an entitled consumer?

For a long time, our working description was consumers that consider themselves deserving of privelege and special treatment. And, we’ve always believed that entitled consumers are far from a threat to marketers. We don’t see the term as pejorative. We believe entitled consumers represent an opportunity. But, only if marketers adjust how they attempt to build relationships with them.

We wanted to gain a more complete understanding of today’s consumer, and to get beyond entitlement as an abstract idea. So, we surveyed 7,000 consumers in six countries (2,000 in the USA, and 1,000 each in France, Germany, Italy, Spain, and the UK) to better define and measure the concept. And we worked with outside experts (thank you KGR+C) to derive an Entitlement Factor from the data.

We were surprised by some of the findings. Most notably, entitlement is pretty much independent of traditional demographic categories. We expected to see a more hightened sense of entitlement among millennials, for example. But, we found limited differences according to generation, gender, socio-economic status, or education background.Entitlement segments 2x2

We found that entitlement is a synthesis of two related qualities, which we call hard and soft entitlement. Hard entitlement manifests in people making demands. Their basic attitude is “if you don’t give me what I demand, I’ll punish you.” Soft entitlement is related, but different. It’s reflected in people who are willing to share data to get better service, and expect companies to understand their needs. Their attitude is “I’ll help you give me what I want, because that’s what I’ve come to expect. When consumers demonstrate both hard and soft entitlement, we call them Fully Entitled.

Although the exact number of consumers in each category differs by country, our data indicates that more than two thirds of consumers are entitled – and we expect the trend to continue. And, since you can’t use traditional segmentation methods to identify them, we recommend that you treat everyone as entitled. Demanders will punish you if you don’t, Anticipators will leave in disappointment, and the Fully Entitled may do both. But, if treat them as though they are deserving of privelege and special treatment, you’ll be able to build profitable relationships with them. That’s what our book is all about!

 

On Sale Today!

Book cover with background

We will continue to share the major themes from the book over the next several days, but we hope you’ll want to learn more. We encourage you to purchase the book, and would love it if you’d leave us a review. Among other sources, you can find it here:

What causes hostility towards brands?

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When my former colleage Augie Ray posted recently that he has “given up on Amazon until they become a better employer and corporate citizen” it set me thinking. I realized something about how I patronize different brands. When I favor a brand, it’s often due to aligned values — I’m willing to spend more at Patagonia, for example, than at many of their competitors. Yes, they produce a quality product, but I also respect, and am willing to compensate them, for their principles.

I once commented that some companies seem to engage in “concerted acts of hostility” rather than “random acts of kindness.” And, unlike Augie’s principled stand against Amazon, I realized that when I have blacklisted brands, it’s almost always due to negative customer experience – or concerted act of hostility. There are companies that I refuse to patronize. For example:

  • I once rented a car from Hertz to drive to Miami airport. When I missed my flight, I ended up driving back home. I went back to Hertz, was given the same car, which hadn’t even been cleaned yet, and they charged me for two one-way rentals (which was significantly higher than returning it to the same rental center, even though I ultimately did).
  • Avis isn’t any better. They recently charged me for an extra day when returning a car that was 20 minutes late. They failed to take into consideration the fact that I received it late — waiting in line for more than an hour to pick it up — two days previously.
  • Uber has pissed me off in so many ways, but the final straw was when I ordered from UberEats when my son was in hospital. The driver drove in the opposite direction for 20 minutes to deliver a different order, and took more than an hour to actually get our food to us. When I spoke to customer service, initially they hung up on me. When I dialled back, they denied that he dropped off another order, finally admitted that he did, and then told me that our food was delivered within their permitted window. The food was cold and congealed. The customer service was just cold.
  • I live two doors away from a hotel in Palm Beach – The Tideline. It has a beautiful outdoor patio which we should love to frequent. We used to go their occasionally for breakfast or lunch, but the service is so bad that it was hard to keep going back. The final straw was when my son and I were sitting at the Sushi bar eating dinner, and were informed that we wouldn’t be able to order for 45 minutes because they had just received a large order. This had happened to my wife and I previously (although not in the middle of our meal). Beause it had happened before, and we had previously been told the cause, I asked them if it was because the owner had put in the order. And, they confirmed it. So, the billionaire owner of the hotel would rather interrupt a patron’s dinner so that he can be served. I’m not spending any more of my money at his establishment.
  • I once drove more than an hour for an appointment at the Cleveland Clinic. After waiting another hour to be seen, I was told that the doctor I was waiting to see was not an ENT specialist – which is why I had set up the appointment to see him. The RN was pleasant about it, but we canceled the appointment. I pointed out to the receptionist what had happened, and she didn’t seem to care. Nobody ever followed up with me either to apologize or to schedule with an actual ENT specialist.

To complicate matters, I do know that my expectations are higher for the Cleveland Clinic than for other hospitals. This is mainly due to having heard from their executives while I was at Forrester, about how much emphasis they place on customer experience. When they failed to meet basic courtesy, yet claim to value CX, I gave up on them.

I had a similarly nuanced experience with JetBlue. I used to hold them to a higher standard due to the experiences that I had enjoyed. When they let me down, badly, on a subsequent occassion, I stopped flying them for a while. Then, when I began to fly with them again, I changed how I thought about them. I now think of them as just another uncaring airline. They’re no worse than the others, but I no longer think of them as better. And, then there’s brands like Comcast, that I’d love to avoid, but I live in a condo which has a monopolistic relationship with the company. I live with them, but loath them.

I don’t have the answers on this one, but I’m intrigued to explore further. Do shared values lead to higher loyalty, while negative experiences lead to hostility? Certainly for me, that’s the case, but what’s your experience?

 

Marketing to the Entitled Consumer – so real, you can touch it (well, I can at least)

Marketing to the Entitled Consumer - the bookI just received my first copies of Marketing to the Entitled Consumer, which will be on the bookshelves on October 30.

After countless hours of deliberation, debate, writing, and editing – and then waiting – it’s finally real.

And, we only have 35 days to wait to see it on shelves and hear the reaction. Our goal has always been to spark a conversation — about consumers, what they want, and how brands can and should give it to them. We hope you’ll chime in on this site as part of that conversation.

We’ve launched a separate site which is dedicated to the book if you’d like to check that out. It gives a detailed view of what to expect in each chapter. We also hope that you’ll buy and give feedback on the book. It’s available for pre-order on Amazon, and wherever else you might buy books.

We have launch events and signings in London on October 4 and New York on October 17. Let Nick, Josh, or me know if you’d like to attend.

Humbly,

Dave

Use unsafe thinking to align with entitled consumers

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This is not a political post. For as long as it takes you to read this post, I’d ask you to put aside whether you think Nike was right or wrong to feature Colin Kaepernick in it’s “Just do it” ad, and acknowledge that it was a high-risk move.

Author, Jonah Sachs calls this type of move “unsafe thinking.” Sachs cites other examples like CVS deciding to stop the sales of cigarettes. When CVS began to consider the decision, the unsafe question that they asked was whether they could make more money by not selling tobacco – compared to the $2 billion in tobacco sales they were making at the time.  I’m not so sure that CVS was employing unsafe thinking though, as much as bowing to the pressures of a health care market, and a recognition of the hypocracy of selling billions of dollars worth of cigarettes while claiming a mission to deliver health to their community.

Nike, on the other hand, had to know that it would alienate a segment of its customer base. I wonder if they were surprised when people began to cut their swoosh of their socks, burn their shoes, and vow to never purchase from the brand again.

We have long advocated for aligning your company’s values with those of your consumers. But, what the Nike example shows is that your customers aren’t all aligned. So, you have to go a little deeper. Figure out which values are most important to the customers you want to keep. In Marketing to the Entitled Consumer we consider examples such as TOMS, Thrive Market, and Figs that pursue a buy-one-give-one model or how Danish pharma company, Nordisk supplies insulin at reduced prices in developing countries. These are values that are important to the company, but they are not particularly controversial.

Increasingly, however, we see the rise of activist commerce. Sleeping Giant, an anonymous watchdog organization, alerts brands when their advertising appears on extremist websites – with an inherent threat to boycott them if they don’t react. Consumers that want to take control can download buycott, whose barcode scanning app lets them vote with their wallet on all sorts of issues that might be individually important to them.

When it comes to aligning with consumers, companies that identify the causes their customers believe in and find creative ways to support those causes will create a way to differentiate themselves in the consumer’s mind. How controversial you want to be, is up to you. But, start by employing some unsafe thinking. And then, just do it.

Good customer support can instill loyalty

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Although I own a lot of Apple products, I don’t consider myself a fan-boy. If anything, I’m constantly on the edge of giving up. Every time my Apple products don’t work the way they’re supposed to (isn’t ease-of-use a big part of the promise?) I start thinking about giving the Pixel phone a go or trying to work with a Surface or chromebook.

Usually, inertia takes over. I realize the effort it would take to manage and migrate my photos and music, and there’s the need to re-learn which way to scroll and which corner to click to minimize a window. None of it is insurmountable, but the magnetism of the new just isn’t strong enough to overcome the habits of the present (with a hat tip to Jobs to be Done research for this description).

But then I had a great customer support experience that guarantees my loyalty for the foreseeable future and raises the bar for the support team of every other company that I ever interact with. Without boring you with the technical challenge, I contacted Apple’s customer support team and, after some time, my case was escalated to a manager. As well as regular troubleshooting, at a couple of stages I had to send logs for him to forward to engineers.

When we first spoke, he told me that he would remain on my case until it was resolved. It took several days, but he was true to his word. What shocked me was his communication and tenacity. He told me exactly which days he was working and when he would follow up. He arranged specific times to call me and then called me at those times. He explained as much technical detail as I wished to know – and didn’t overwhelm or bore me with the rest. In short, he owned my case. He wouldn’t let go until it was resolved and I was satisfied.

My expecations of every company’s support are now so much higher, and my appreciation for Apple has pushed thoughts of Google, Microsoft, or Samsung to the very back of my mind.

How do you show you care?

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A few weeks ago, I was in Miami and needed to order lunch for my family. We had flamed out a couple of times with different local eateries, and I once again looked online for highly rated lunch places near us. I came across a sandwich place — Super Subs — that was close by and got four-and-a-half stars on yelp. But something seemed iffy about it. So, rather than call in an order or use a delivery service, I decided to drive there to either order or find an alternative.

When I got there, the store was bustling. There were some people sitting on stools around the perimeter, and it initially felt like you needed to be a regular to have any chance of decent service. Then, when it came time to give my order, I realized how wrong I had been. It wasn’t that they were treating regulars differently. They were treating every individual as though they were the most important person in the world. The questions were endless – they wanted to get every aspect of my order exactly right. They wanted me to avail of extras – not upsells, but additions that I might want and alternatives I might prefer. And, all of this was done with a huge smile and in the server’s second language.

While I was waiting for the order to be prepared, I noticed a sign to their customers. The language and grammar wasn’t perfect, but the sentiment was. It basically informs customers that mistakes made by Postmates (although Doordash also seems to deliver from the store) can’t be avoided by the store. The sign pointed out that “they only care about their delivery charge and we only care about your food being ordered correctly.” Here’s the thing — I believed them. I’ve had enough mediocre to lousy experiences with Postmates, Uber Eats, Delivery Dudes, and others to know that they don’t care. My experience with Uber Eats was so poor that I refuse to use the service again.

But, having experienced Super Subs first hand, I knew how much they cared about getting my order right. There was something so authentic about their store, their note, and their service. As they pointed out, they are not in control of their brand when a customer orders through an intermediary, and yet, they sometimes get the blame. That’s life, but their little sign brought a smile to my face. It reinforced the notion of authenticity and emphasized how much they care. In the era of social media, none of us fully controls our brand. But, we can be honest and authentic, and trust that this resonates with customers.

Oh, and next time you’re in Miami, check out Super Subs — just be sure to call in the order yourself, or to visit in person!