“Deciding to be there” begins with learning about your customers’ lives and their needs, then building a solution from their point of view.
Companies that understand it’s emotion that bonds them with customers obsess about getting to know who their customers are and what they desire. When a company taps into these emotions and desires, they open up a world of possibilities that can capture the imagination of their business.
Kohl’s latest marketing campaign, “Find Your Yes,” seizes the emotions of a kid’s achievement and a parent’s support. The spots offer the customer’s point of view:
– a mom coaching her daughter to ride a bike
– a young boy’s first experience on a diving board
They focus on moments in the lives of their customers. And Kohl’s is working to build a bond with their customers. Michelle Gass, Chief Customer Officer at Kohl’s, stated in Advertising Age,”We know that every day, people have a choice. We celebrate choosing ‘Yes,’ and we want to empower our customers to embrace ‘Yes’ in their daily lives.”
The companies that do this well – build lasting bonds with customers – are remembered with fondness because they were there during important times in their customers’ lives.
- Do your customers’ lives inform and inspire the behavior, the actions and the operations of your business?
- Does how your customers go through their day inspire and inform the actions you take?