Authenticity Is (Unfortunately) A Novel Idea June 3, 2008
Posted by Bruce Temkin in Customer experience, Experience-Based Differentiation.Tags: Sohrab Vossoughi, Ziba Design
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I don’t think that anyone would promote being fake as a good strategy. Yet, many firms end up trying to convince customers that they’re something that they just aren’t (see JetBlue’s “Happy Jetting” Is More Than Empty Promises). So I really enjoyed an article in Business Week by Sohrab Vossoughi (Founder of Ziba Design) called How to Stand Out? Try Authenticity.
Vossoughi hit the nail on the head with this statement:
A single, beautifully designed product is nothing more than a beautiful object without the focused intent of a company that has taken the time to understand three things: the deep-seated desires of its customers, its own DNA, and the sweet spot where the two overlap.
The article looks at the unique culture of Umpqua Bank (who I recently interviewed for my research on customer-centric DNA), the transparency in Starbucks’ comeback attempt, and the consumer relationships forged by Anthropologie.
My take: The article is completely aligned with my concept of Experience-Based Differentiation, so my only real comment is: read it.
The bottom line: You can’t fake customers into believeing that you’re authentic.
Hi Bruce…congratulations on your blog
Like you I’m speaking 4-5 times per month on customer experience/loyalty/advocacy etc and whats emerging is a realsation that the organisation needs to be aligned. by that I mean execs need to focus on advocacy of both customers and employees…their combined experience is what adds to improved business performance.
I’ve a great article on authenticity and link to customer equity that I’ve sent you. Incidentally your Forrester research colleagues have recently interviewed me as an expert in this area and I’ve mentioned some of these points in the interview.