Your Product Doesn't Matter

by Jeannie Walters

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Earlier this week, we were without electricity for almost two days. Like many in the United States, we’re experiencing some extreme heat and it was uncomfortable and inconvenient, to say the least.

While our lives were disrupted and work, play and camps were rescheduled, we thought a lot about the electricity we pay for on a monthly basis. Otherwise, admittedly, we rarely think about it.

Our lives are our lives. They are not built around brands, products or slogans. While marketers work hard to try to make this so, it just never will be. We only care about what your product or service allows us to do. We care about how we feel. We don’t love a product – we love what it does for us.

I don’t really love electricity. I don’t really think about it. But after living without it, you bet I love the air conditioning and food refrigeration it brings.

I don’t really love any brand. I love what it does for me.

When I say this to clients, they look at me aghast. What do you mean our customers don’t love our auto and home insurance? Blasphemy! They don’t love our cute software mascot like we do? Shut the front door!

Your product is never going to be what your customer loves. Your customer loves whatever they can do with or because of your product. And here’s what’s really disheartening – they’ll leave you if another product can help them more. Don’t rest on those laurels, your product is only half the experience.

What does your product REALLY do? Figure that out first. Then build on that.

And stay cool.

 Photo Credit: GORE-TEX via Creative Commons license

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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