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Through the Eyes of the Customer
Posted on September 26, 2016 at 4:34 PM |
Beloit College released
their Mindset List for the class of 2020. This
year’s list contains 60 items that provide a look at the cultural touchstones
that have shaped the lives of this fall’s entering class. Most of this year’s freshmen were born in
1998, just for fun; take a look at the world through their eyes:
In general, the Mindset List is a statement of
experiences and events that shape the views of this year’s freshmen. It’s how they see and understand what occurs
around them. And since most people
believe their views are accurate it must also represent their understanding of
the truth. Their perception is their
reality. Marketing is involved in the process of dealing with
perceptions. What makes the process even
more challenging is that consumers frequently make purchasing decisions based
on second-hand perceptions (friends, family and other social connections). In short, they make purchasing decisions
based on another person’s perception of reality. If your organization views the world through
a product-centric position you may be inclined to dismiss the perception
challenge.
Market research facts and figures
convince you that the real truth is on your side and that the best product -
your product, will win. Do you believe that all you need is to have the truth on
your side? Perceptions
can be a source of strengths or of weakness.
It takes skill and discipline to overcome bad perceptions, to separate
reliable signals from deceptive ones, to filter out prejudice, expectation, and
fear in order to get down to the truth.
Most of us struggle to get past our perceptions, that’s why marketer’s
need to embrace the phrase “through
the eyes of the customer.” |
Categories: Customer Experience, Leadership
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