Valuable to others, or only you?
When I’m hot, it’s hard for me to imagine that others in the room are cold. I think it really is hot, not that it’s hot only for me. It feels like fact, not opinion.
Derek Sivers´ opening for his article “valuable to others, or only you?”
Even thought his article is mostly about art and for example music it´s easily transferable to business. His message in this opening or whole article is actually absolutely essentiell for business. Our product, our service or our shop have not to be like we want them to, they have to be like the customers want them to!
Know Your Customers Wherever They Are
There is an article about tracking today´s multichannel customers at HBR Blog Network which is pretty interesting.
It starts with a short story to show how a buying process can look like today:
Jane wants to buy a TV and starts her shopping journey with a Google search. She finds an electronics review site, clicks on a banner ad, reads about the product details, and decides to go into the store to see the model. She speaks with a sales associate and posts a picture of the TV on Facebook for her friends’ feedback. She also uses her smartphone to do a quick price comparison, and scans the QR code to get additional product information.
Welcome to problem #1 for retailers…