Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't by Alex L. Goldfayn

Author:Alex L. Goldfayn
Language: eng
Format: mobi
Tags: Business
Publisher: Perseus Books Group
Published: 2012-01-02T14:00:00+00:00

part three

Consumer Insights

six

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Your Customers

You think you know your customers. Nearly all consumer electronics makers do.

The fact is, there’s a range of customer information that most technology makers collect. You make serious efforts to learn certain kinds of information. It’s what you’re taught to collect in business school. Via online surveys, customer feedback forms, and the rare live conversations with your customers (aside from incoming customer service calls, how much do your people talk to your customers?), you learn your buyers’ genders, age range, occupations, and income range. You learn whether they will use your product for business or personal use. You find out how they heard about your product. You ask where they bought it—online or offline, a big-box retailer or a specialty mom-and-pop shop.

This is useful information, and it’s fine. It’s the basics. But it’s not nearly enough.

The fact that most consumer technology makers stop here—at the bare-bones basics—is a big underlying reason we have such poor marketing industry-wide. You don’t communicate effectively with consumers because you don’t know them well enough. Your marketing is lacking because you don’t gather enough information. You don’t have the necessary insights on your customers because you don’t ask for them. There is so much more to know. So let’s look at the kinds of customers that exist in consumer electronics.

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