How Do Companies Best Create Lasting Connections with...

How Do Companies Best Create Lasting Connections with their Customers? Initial answers could include the following: through highly creative advertising messages; through innovative, value-based pricing structures; through a constant array of compelling product upgrades; or through spending more money than your competitors do on multiple distribution channels. Wrong. I am convinced that true, meaningful connectivity with customers and key stakeholders occurs in one way: through authenticity at every level of the customer experience. And without this, a company or a brand is incapable of achieving ultimate success. So what is it exactly that creates devoted brand-fans? It’s allowing yourself to follow your instincts and not†¦show more content†¦This allows them to think and act on that critical emotional level, and it challenges them to get to the core of who they really are. That â€Å"core† is what today’s customers are really after, as they make decisions regarding who to hire or buy from. In recent years, consumer-oriented marketing has dramatically changed. Years ago, companies used a mix of print, radio and television to establish their brand. Today, this model is proving difficult for most companies, due to the high cost, the dilution of media, and the overabundance of commercial messages. These days, many successful brands are created without an advertising budget, or with a relatively modest one. They create a solid and believable identity, differentiate themselves from their competitors and build a loyal customer base by â€Å"putting an authentic face† on their companies through standing behind their promises on every level — from the point of sale to customer service after the sale. Customers respond positively to the notion that a real, answerable person is responsible for quality, which is the reason that many successful companies put their CEO’s front and center and avoid the celebrity spokesperson trap. Customers want to know who is really behind the brand and where the buck actually stops. The combination of quality, caring, accountability and the human touch is what constitutes an authentic brand. Know what you stand for and proudly demonstrate that every day in every way toShow MoreRelatedZappos: Delivering Happiness624 Words   |  3 Pages1. How would you define Zappos’ target market, and how would you describe its strategy to serve this market? - Zappos’ target market would be mainly online shoppers. Although previously they would only be targeting customers in search of footwear, they recently expanded their product line to apparel, accessories and even home goods therefore expanding their target market significantly. 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