I get pushback when I point to Disney, USAA, or T-Mobile as examples of companies that excel at consumer-first marketing or customer-centricity. People argue that these companies have some sort of unfair advantage or extenuating circumstance that somehow makes focusing on the customer easier for them. But, even if you’re not trying to be the next Disney or USAA, every company can improve – and that starts with a mindshift, and doesn’t have to involve spending lots of money upfront.
To make the point, I usually turn to Tom Boyles, former SVP of global customer managed relationships at Disney Parks & Resorts. Tom spent most of his career in banking, and would point out that his opportunity to connect with customers at Disney was no greater than at any other stage in his career. He once told me that people would look at him and say, “it’s easy for you to connect emotionally with customers. You’ve got everything from Mickey Mouse to Johnny Depp at your disposal.” But, Tom would turn that around and ask them, “what’s more emotional than the roof over the head of your family, your ability to send your children to college, or your ability to afford your retirement?” Mortgages, 529 accounts, and 401Ks could be boring products to promote, but if you put yourself in your customer’s shoes and understand their emotional connection, it makes it a heck of a lot easier.
I’m not naive. I know that Disney spent more than $1 billion upgrading the customer experience at its parks. But, one of the reasons I point to Disney as a great example of a consumer-first business is because of the small things that it does. Look back at Tom’s title. He wasn’t running the CRM team. It was CMR – Customer managed relationships. Why? Because they believe that the customer owns the relationship and not the company. In Marketing to The Entitled Consumer, we reference the story of a security guard at a Disney park asking little girls that were dressed as princesses for their autographs.
I love finding small examples that demonstrate a firm’s commitment to being customer-first. Last week, on LinkedIn, I posted a picture of two stacks of shopping baskets in a Sephora store. The baskets are in two colors – one indicates that the shopper would like to be assisted and the other that they would like to be left alone. The response to my LinkedIn post has been tremendous. Thousands of people have viewed the post and hundreds have liked or commented. As I said in that post, customer-centricity and customer experience start with a mind shift – by putting yourself in your customer’s shoes.
Sephora is another one of those companies that I point to as an example of a consumer-first business. They’ve shown over the years a commitment to understanding and providing value to their customers. But, what I loved about this example was its simplicity. You don’t have to invest a billion dollars as Disney did to overhaul your entire process and system. Instead, you can change your outlook – truly consider what is valuable to your customers and make small, incremental changes that can have major impacts on your customer’s experience.