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Friday, December 12, 2003
Users? Consumers? Customers? Buyers?
Jennifer Rice of Brand Mantra asked Chris Lawler a great question: What is the difference between buyer-centricity and customer-centricity?
I was just having this conversation yesterday with Diane Reischling, when I used the term "end user" with her--it just about sent her over the edge. When I apologized and used the phrase "Consumer" she about gagged. We settled on "Customer," but in giving it some thought, I'm not all that sure it's much better...
I'm going to have to delve into Chris's definitions a bit further, but he argues that one focuses on the transaction, while the other focuses a bit more on the mutual fulfillment of needs (one getting revenue and meeting company goals, the other getting something they need or desire).
I've often thought the most powerful way of thinking of customers and clients is as partners. It's what frustrates me when I see poor customer service, and it's what excites me when I see the possibilities that true customer-centric CRM could possibly offer.
Semantics, you say? Maybe. But Jennifer and Chris make a great point that I firmly agree with: Language often is the basis of new concepts, and new ways of thinking.
Anyone have a better word than "customer?"
Posted at 09:21 PM in Marketing | Permalink
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» Partners? Relationships? Semantics? from The Mutual Marketing Weblog
Chris Lawer, John Porcaro and Jennifer Rice are in semantic discussions. Actually, its a great discussion and just the sort that make blogging worthwhile. John says, (and I've italicised),I've often thought the most powerful way of thinking of customer... [Read More]
Tracked on Dec 13, 2003 12:15:26 AM
Comments
great question, John! I think customer's more personal than consumer (although having been in b2b for years, we never use the term consumer). But even 'customer' falls short. Partner suggests alternate sales channels to the uninitiated (just about everyone) And to me, buyer can be more impersonal than customers. Hmmm. Surely this group can figure something out!!!
Posted by: Jennifer Rice at Dec 13, 2003 7:34:57 AM
I use customer more often that not. I also use the term partner in my communications with existing and potential customers since I want them to understand that the success of the solution being proposed is just as important to me as it is to them. In other words, we are in this together, and I’m not leaving till the job is done right.
End user and user tends to come out of my mouth a lot when we are designing an application (especially for the web) since I may be referring to a customer’s stakeholder not necessarily my customer. Plus depending on the scope of the application, there could be many different classes of “users” (but I won’t go there for the sake of this conversation). I do agree that is less personal but can sometimes be appropriate when used behind the scenes and in design specifications.
I like customer and partner since they are natural to me. I find that if I try and get too creative on coming up with an appropriate term, I may cross a line of insincerity or fakeness – somewhere I try VERY hard not to go.
In the meantime, I am interested in what suggestions people may have.
Posted by: Amanda Murphy at Dec 13, 2003 11:51:11 AM
Wow. I was having a similar conversation with
a client the other day.
I use client to remind me that I am either
a client or servicing a clients needs.
No matter what words you use, your clients in
house and out, need to know that you care,
will listen and respond.
Notice that I said clients in house and out.
Many companies seem to lose the in house
portion. For example, if you service another
department in your company, they in turn are
your client and should be treated as such.
If you have people that cannot treat in house
clients well, how will they represent you
with the paying clients?
If you really want to know how a client feels
then try this. Call customer service for your
cell phone, car, insurance, or your own
company. Test the waters and see how you are
treated when someone does not know who you
are.
My ideology is that I treat a client as I
would like to be treated. I am a client
every day, and every day I work for clients.
BTW; Great blog.
Posted by: Mark at Dec 15, 2003 6:03:03 AM
hii how areu and i need to ask u before i sent to u again comment well y question is about what is the diference between customers, clients,buyers and consumers can u esplain widely i can get it if u could make with example ok
thakss
this is haben from eritrea on horn of africa
Posted by: haben at Nov 22, 2004 6:53:43 AM
can someone please explain to me what's the difference between a buyer
and a consumer? I'm really confused... please anyone?!
Posted by: iem azodnem at Nov 23, 2004 7:52:13 AM
