Playing to Identities: Customer Obsession

It’s a sneaky way of using social/emotional triggers to get inside peoples’ heads and make them want to buy, by essentially associating your product with an identity they find desirable.

The idea is to create a brand.

A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another

For example, if you buy this, you can be X type of person that you perceive to be the best

Many such accounts are found in Instagram that use the medium strategically to understand and cater to the emotions of their followers.

The goal as a company is to have customer service that is not just the best, but legendary” – Sam Walton

But why do brands create a visual identity?

The answer is it wants to instill trust among its followers or shoppers, as professionals that understand human emotions well.

The “customer obsession” trait of few brands earns them loyal customers.

We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient.” and CEO Jeff Bezos

Customer obsession makes the companies constantly listen to their customers, and then after undergoing continuous testing, enhancing, and personalizing the customer experience, they zero in their product or service range. For the most part, companies are obsessed with marketing and not customer obsessed. They provide service to their customers by actions and not mere words.