The customer cares that is who!
Almost all companies and certainly the largest think about their business model and how they engage
with their customers from the Headquarters out to the market.
The market on the other hand thinks about a seller’s business model and the engagement experience from their point of view back to HQ.
Not only do buyers think about if from their point of view but often find the sellers business model and engagement experience more important than the actual product or service.
For millions the Amazon’s business model and engagement experience is so important they don’t even check other sources and will even pay more to be sure the experience is exactly what they want.
Millions of people fly Southwest Airlines for the business model (no bag or change fees) and the experience of fun and happy flight attendants.
On the other side Blockbuster, Computer City, AOL, Digital Equipment Corporation, Yahoo and Sharper Image were told by the market, “you stopped listening to us – you are too hard to do business with and the experience is not what we want.”
Unless there is a fulfillment bubble where the market demand is based on emotion and the need for a Cabbage Patch Kid for Christmas the market values the relationship (business model) and the experience as much or more that the product.
Companies need to design everything from the customer back, factoring in the power of a customer focused business model and a value adding engagement experience. To the customer these are as important as the product.
So design, message and manage everything from the customer’s frame of reference!