This is a VERY interesting infographic from the geniuses at Pivot, presented by that other genius Brian Solis. It highlights what Brian likes to call The Perception Gap, or the difference between what marketers THINK their customers want versus what the customers actually TELL us they want. It’s a fascinating link worth checking out. While I wait.
OK, now that you’ve seen it, here is what I took from it:
Businesses, regardless of how much they blab about wanting to use social platforms to really get to know their customers, still operate from a blind spot oriented towards their own best interests.
Which is to say, they OVERESTIMATE customers’ interest in things that are easy for these businesses to provide, like “product information,” and woefully UNDERESTIMATE for things that are more difficult or expensive to provide, like discounts and rewards and exclusive content.
What’s the upshot? USE THE DATA, MR. MARKETER!!! Don’t hide in the sand, own the reality and give them what they actually say they want, not what’s easiest for you! That’s how you’ll get them to become loyal to you.