When was the last time, you
bought a product and were so impressed with the service, you said: WOW! When was
the last time, you went to a restaurant or traveled, and came back and said:
WOW!
Surely, it is not in the recent
past. Obviously, if your heart is not touched, you are not going to say: WOW! It
is very easy to understand why service is losing out in the 21st
Century. Technological Advancements are making Manufacturers give more attention
to Product & Packaging Innovation to avoid facing obsolescence. Pricing is
tackled by offering discounts rather the value the customer gets, Promotion is
365 days affair and Place has lost its advantage to the concept of anywhere
shopping.
All the Ps of the Marketing Mix
are non-human. How can we touch hearts with the 4 Ps? And, if you do not touch
heart, Customers will not bother about your Product, Price, Promotion or Place.
They will regard the purchasing decision purely as a transaction.
Although your customers won’t
love you if you give bad service, your competitors will.
- Kate Zabriskie
So, what is the solution? We
need to get our Customers to say: WOW! How?
To touch hearts, we need to service from the heart.
To service from the heart, we need to introduce a totally different perspective
in the Marketing Mix – The 5th “P.”
PASSION.
There is one thing, your
competitor cannot steal or imitate, that is your relationship with your customers. And,
relationship cannot be built by Product, Price, Promotion or Place. They can
only be made and maintained when you serve from the heart. And, Passion
originates from the Heart.
Remember: Having a competitive
advantage in your organization of serving from the heart is like having a gun
in a knife fight.
Consult not your fears but your hopes and your dreams. Think not about your frustrations, but about your unfulfilled potential. Concern yourself not with what you tried and failed in, but with what it is still possible for you to do