“This is one of the saddest days of my life…indeed, it is sad for the American people. Apparently, there is just not the need for our product in today’s scheme of living.” When Martin Ackerman, president of The Saturday Evening Post, spoke those words in 1969, a brand that was a weekly staple of American life for 72 years was no more. It, like many other brands before and after it, failed to remain relevant.
Relevance requires renewal. One of the most important things a brand can do is make the commitment to evolve alongside its customers. By constantly adapting, strong brands are able to survive everything from aggressive competitors to shifts in consumer tastes. That brings us to our ninth brand truth:
IBM, for example, purposefully transformed itself from a mainframe maker into a systems integrator and reaped great rewards. McDonald’s is another company who has constantly tweaked its image, menus and advertising to stay at the top.
Staying relevant requires a deep understanding of your customers. Here are four ways to stay in touch with your community’s needs:
Your customer service team has a wealth of valuable insights that your company should leverage for future plans. Collect data from them regularly, and always consider customer needs and preferences in product development. You’ll be able to shift along with them and gain strength each time you do it.
Poll your customers annually to gauge how well your products or services are meeting their needs. The most important part? Make sure you move quickly to adjust to the data gathered. Responsive companies are agile in their renewal.
Having your customer service team reach out to customers for personal interviews is highly recommended. Phone and email both work, but either way, call the customer by name and ask for their opinion. They won’t soon forget your company’s willingness to take their suggestions seriously.
Social media has given us quick and immediate access to customer opinion. People usually share unbiased opinions on social channels, giving companies an opportunity to listen in and respond. Customers appreciate the conversation and attention, and brands who use these issues to make their company better gain incomparable strength over time.
Image via (cc) Peter Castleton
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