Customer Service 2018: If another customer won't answer my question then the company ignores it.

Years ago I read that with the difference between comparable products and services diminishing, companies would begin to distinguish themselves based on good customer service.  That makes sense.  So why hasn't it happened?

Instead companies have chosen to outsource customer questions to other customers.  Wow that's a great idea. 

I've been on the receiving end of those requests several times, and have never responded.  Because I don't work for you!!!  More here in this blog...

http://pjlehrer.blogspot.com/2016/01/so-b-if-i-do-your-job-does-that-mean.html

But I have also been unable to get companies to answer even the simplest of questions lately, e.g. what size is this item?  Needless to say, that company lost a sale.

Of course I could become one of those people who order 10 pairs of shoes using free shipping, and then sends back 9 out of the 10.  At that point, they are used and the company can no longer sell them at full price.  Or can they?  I have been reading some disturbing complaints online about customers receiving "new" items that were clearly used.  (Needless to say I will never do business with that retailer.)

Which gets me back to my original thought.  There is still a space out there for companies that treat their users with respect.  And those are the ones that I choose to do business with.

Perhaps we should start a list. 

Is it time to market to the tribe instead of individuals?

In last week's blog I discussed the idea that all think is now group think.  This week the Wall Street Journal pointed out that people show their allegiance to the tribe by defying facts.  Wow.  (Goldstein, 2018)

So does it make sense to move from the traditional approach of defining targets based on demographics to focus on a tribal approach?  Delta, MetLife and Hertz demonstrated their use of this alternative by extending discounts to members of the NRA, which they have now discontinued due to the boycott. (Lehrer, 2018)  But offering discounts to specific segments is old news.

A more interesting example comes from symphony orchestras, who are now featuring videogame music in concerts.  Not only are they attracting double the average amount of attendees, but these attendees, many of whom come in costume, spend more than $13,000 on souvenirs, versus the $3,000 that is normally spent.  (Needleman, 2015) 

So going back to the original question - should we replace demographics with tribal affiliations when defining our targets? 

Not entirely, because there is still tremendous value in knowing the demographics of your target since they are the key to unlocking a wealth of research data.  But appealing to the targets' passion for the tribe could certainly be part of the target definition.  And based on the latest information about tribal allegiance, it certainly should be.

Goldstein, R. (2018, March 15) Truth Isn't the Problem - We Are. wsj.com.  Retrieved March 21, 2018, from https://www.wsj.com/articles/truth-isnt-the-problemwe-are-1521124562

Lehrer, P. (2018, March 14) Is there any individual thought anymore, or is it all tribal? pjlehrer.blogspot.com.  Retrieved March 21, 2018, from  http://pjlehrer.blogspot.com/2018/02/nra-boycott-behold-power.html

Needleman, S. (2015, October 12)  How Videogames Are Saving the Symphony Orchestra.  wsj.com.  retrieved March 21, 2018, from  https://www.wsj.com/articles/how-videogames-are-saving-the-symphony-orchestra-1444696737

Is there any individual thought anymore, or is it all tribal?

I can't remember where I saw that idea first expressed, but I think about it often. 

It's a basic human need to want to belong to a tribe.  From an anthropological standpoint it was essential.  Those that belonged survived.  Those that didn't...

Myers-Briggs norms tell us that the majority of people (59.8% ) care more about relationships than task.  And if you add the people who have only a moderate preference for task, you can see that it is fair to say that most people want to belong to a tribe to at least some extent.  

 

Source: Myers-Briggs norms - 1972 - 2002

So what does this mean?

I was watching a late night news show a few months back and author Ken Stern was discussing his new book Republican Like Me, when he starting singing National Brotherhood Week - a Tom Lehrer song - about everyone hating each other.  Since it was written in 1967, I hadn't thought about it in a while.  So I was amazed at how prescient it now seems.  But then again I have been having 60's flashbacks ever since Donald Trump started winning Republican primaries. 

In case you want a refresher here's a video of Tom performing the song... 

https://www.youtube.com/watch?v=CgASBVMyVFI

There has been some speculation that the Internet has created an even stronger need to belong to a tribe.  We see all these people having such a great time on Facebook and Instagram and we want to be one of them.  Hence the concern about individual thinking being negated by group think.

Since one way we express allegiance to the tribe is by wearing similar clothing.  I surveyed my predominately Gen Z class to see if they were willing to advertise their affiliations in public.  You can read their thoughts here...

http://pjlehrer.blogspot.com/2017/09/will-golden-state-warrior-fans-buy-nike.html

Bottom line - yes.  They even mention buying new clothes to be part of the NYC tribe.  And trying to find a beverage at Starbucks they like in order to fit in.  Only one student in 25 shared my opinion that companies should pay me if they want me to be a walking billboard for them.  Maybe that's a Baby Boomer thing.

But I can't help thinking that once you have bought an item that broadcasts your association with a tribe, you are far less likely to disown them if they do something that is inconsistent with your personal beliefs. 

Which brings me back to the original question - Is there any individual thought anymore, or is it all tribal?