Maximising customer utility

Published by: Aoife Marron


What makes a satisfied customer and how do we ensure that it’s not a fleeting emotion? We in RED C predicate many of our insight recommendations on the quantitative answers to these very questions but what does it all boil down to?

It’s vital to grasp and recognise the complexity of your customers’ needs. This involves not only speaking with your customer, but also observing their behaviour – what we say and what we do are not always indistinguishable and our needs are often bound up within the two. A brand that understands their customer is half way to happiness.

What makes your customer tick? Exciting your customer releases powerful, happy endorphins which are then associated with your brand. Advertising is a powerful medium through which to create a buzz and to establish an emotional connection. This leaves your brand in a positive space on which you can build a relationship that leads to a more comprehensive customer understanding.

Not everyone will buy into your brand – that’s okay! Segmenting and identifying your key target is key to fulfilling brand objectives while also working to secure satisfaction. Targeting ensures your message is directed to those that matter, with clear and unambiguous purpose. Satisfying this group requires you placing them on a pedestal and letting them know you care.

Understanding your customer is one thing but keeping your ear to the ground is an other. People change, as do their needs, and so the importance of listening to the voice of the customer is imperative to remaining current and meeting present requirements.

Now that you understand those whom you’re appealing to, make sure they know that your brand appeals to and understands them. Tailoring generates affinity and allows the customer to identify with your brand. By permitting personalisation of your brand you ensure that customer demands are met.

A customer should be rewarded for interacting with your brand rather than a competitor. Monetary or financial return is not the only way to delight; experience can often have a more long-term impact on your customer and may help extend your brands’ longevity. Treating is concerned with wants rather than needs and should therefore see pragmatism playing a lesser role. Everyone smiles when they get what they want!

Leave ‘em wanting more! Loyalty will only come on the back of happiness with your brand. If the customer knows you can meet their needs they want to come back because they believe you can satisfy them.