In other words they need to remember they are people, too, just like the person on the other end of that cash register, email,\u00a0Facebook\u00a0post, advertisement and on and on and on.<\/p>\n
How many times do you think a given consumer thinks to himself\/herself \u201cI\u00a0wonder if my favorite retailers really care about me and my business.\u201d More often than you think Mr. and Mrs. CMO, more often than you think.<\/p>\n Ask yourself this question Mr. and Mrs. CMO: Where in the \u00a0hierarchy of priorities is the customer?<\/p>\n Executives at some of the worlds most recognized brands have been heard to say the following:<\/p>\n These opinions are expressed privately behind closed doors \u2013 but the impact of these statements are not private at all. In fact, that mindset influences every way in which a customer experiences a brand and underscores the fact that most retailers give the customer little to no consideration when developing strategy, product, pricing, marketing plans, etc. Short-sighted & foolish.<\/p>\n Five years ago, prior to a major shift in how customers experienced and shopped a brand, retailers might have been able to operate using this broadcast, dictatorial \u2018I Will Tell You\u2019 approach. However, today\u2019s consumer is in control and wants her experience to be intuitive, customized and considerate of her preferences.<\/p>\n Neglecting to put the customer first will ultimately damage a brand, it\u2019s credibility, relevance, attractiveness, growth and profitability. Even the most successful brands are at risk. Their demise won\u2019t be overnight, but they will experience a slow decline until they are no longer relevant and desirable.<\/p>\n Signs, Signs, Everywhere the Signs<\/strong><\/p>\n CMOs: Read the next section from the perspective of a consumer, then ask yourself if you\/your department are guilty of any of them.<\/p>\n Below are some tell-tale signs that a given brand does not really care about you, Mr. and Mrs. Consumer:<\/p>\n Well\u2026?<\/strong><\/p>\n Are you guilty of any\/all of these Mr. and Mrs. CMO? Taking the perspective of consumer if a retailer\/brand you patronized were guilty of any or all of these, what would you do?<\/p>\n Well you would probably let them know that you need to see a change \u2014\u00a0a greater focus on you \u2018the customer\u2019 or you will switch to another retailer\/brand who takes your preferences into consideration, really values your business and makes you their number one priority.<\/p>\n Admit it, you know you would.<\/p>\n This article was co-written by\u00a0Patrick Adams<\/a>, the former\u00a0SVP\/Head Of eCommerce of Victoria\u2019s Secret.\u00a0<\/em><\/p>\n Note: While this article is written directly toward CMOs, make no mistake about it, CEOs should heed this advice, too. The time has come. The time to remind the leaders of marketing departments across the land that they\u00a0are also consumers, too and as such\u00a0they need to care about consumers and the business they bring to … Read more<\/a><\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,1383],"tags":[1810,217,1929,1762,1653],"class_list":["post-5332","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-steveolenski","tag-chief-marketing-officers","tag-cmo","tag-patrick-adams","tag-responsys","tag-steve-olenski"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5332"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5332\/revisions"}],"predecessor-version":[{"id":5333,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5332\/revisions\/5333"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"consumers\"](\"http:\/\/www.business2community.com\/wp-content\/uploads\/2014\/02\/consumers-600x399.jpg\")
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