I’m always looking forward to receive the newsletter from Trendwatching.com …their trend studies are one of my main sources of inspiration in comsumer trends. This time it’s about Servile Brands.
Demanding customers in focus
Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service*. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.
Everyday great ‘customer service’ will of course forever be crucial: a 2011 American Express survey found that 70% of American consumers were willing to spend more with brands that provided a great service, and a whopping 60% thought brands weren’t thinking enough about the service experience.
What is a Servile Brand?
Here is 11 examples of what a Servile Brand can be:
- Letting customers try out first
- Helping customers monitor anything
- Helping customers find anything real-time
- Helping customers understand everything real-time
- Being there when customers truly need you, even if they didn’t realize it yet
- Picking up where the government isn’t
- Helping customers save money
- Helping customers start the day pleasantly
- Helping customers to make the most of it
- Bringing customers recommendations that actually make sense
- Making things more seamless for customers
For me this is very exiting reading as all of the parameters doesn’t focus on price as the key driver to sell. Number 7 is directly a value innovation is factor and the rest of them fits in as well creating value for the customer in one way or the other. Companies understanding the perspective in this trend can defeat competition by ignoring it and focus on the customers.
Being a Trendwatchers.com focus means that are things starting to move, maybe not fast, but make sure you have it on the agenda a management meeting within the next three to six month or be sure at least one of your competitors will.
You can download the report and presentations here: