Customers exhibit a split personality when making purchase decisions. Most businesses, by playing primarily to the indifferent personality, encourage an adversarial relationship with the customer. Yet they bemoan the lack of customer loyalty. Furthermore, this approach contributes to brand and product indifference. When the engaged personality comes into play, desire replaces indifference. This can happen only when the customer experience is emotionally and psychologically engaging. Today’s customer increasingly seeks these experiences. Companies who facilitate these positive experiences will have avid and loyal customers.
 
   Which personality is your company courting?
 
   The following “tale of two purchases” illustrates the distinction and the impact on sustainable profits and growth.
 
   Download the full paper (www.thewhetstoneedge.com )

Posted by William Todor on Saturday, March 25th, 2006 at 8:16 am.