Do marketers suffer from schizophrenia? Do we unwittingly switch between being "normal people" to being blinkered marketers?
Do we lose sight of our own emotions and passions and turn into metric driven robots? And if we do, does this change in behaviour cloud our judgement when building marketing strategies for the organisations we work for?
If you can relate to such behaviour, and find yourself, and others around you, showing some symptoms, then this post may be of interest.
It explores examples of such behaviour and provides some reasons why this conditions arises, and some suggestions on how to cure it.
The customer journey, the relationship and experience between people and brands, has been the subject of much theorising for some time.
There are a number of cognitive models, outlining the thought process people undertake; most of which are quite linear and logical. The vast majority of these stop at the point of purchase. This, by definition, cannot be “customer journeys”; isn’t a “customer” someone who has already purchased?
Then there are some, which go beyond purchase and introduce the concept of the "loyalty loop". It is perceived that people will remain loyal if they have a great post purchase experience with the product, offering and brand interaction.
Which of course makes complete sense….as do all the descriptions and commentary based around these models.
Unfortunately, they are all wrong...