Companies ‘sell dreams and build relationships’
The customer services industry is no longer about selling a product or service — it’s about creating an experience, preferably one that stirs a positive emotion.
Ask Afrika MD Sarina de Beer says successful marketing messages are those that create desirable value statements.
“Medical aid is no longer just about covering medical costs, it’s about a healthy lifestyle. Cold drinks sell happiness and airlines sell dreams. Consumers no longer aspire to just owning a product — they want that item to create meaning in their lives.
“We want something to tweet about, we post, we type we don’t talk, but we need something to share.”
When talking about a shared economy or collaborative nonownership, we tend to think it’s something new, such as Uber or Airbnb, but according to De Beer the concept has been around for a long time.
“Think stokvels or video shops or libraries. To be a member a person needs to fulfil certain criteria and follow certain rules. To be a member of a library, for example, you need an ID and proof of residence, you need to take care of the books you borrow and return them on time.
“The difference now is that access to shared economies is becoming a lot more exclusive. To use Uber, you need internet access, a smartphone and a credit card in some countries.
“Interestingly, businesses such as Uber and Airbnb are coming full circle in an effort to regain control over expectations, consistency and quality. Airbnb is buying apartment blocks and Uber is purchasing fleets.”
Companies are no longer focusing on selling a product or service, but on creating, extending and sharing an experience in such a way it contributes to building a sustainable relationship.