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| Customer Capital - The Age of the Customer |
The value added for most companies comes from the
quality of the experience they provide
to their customers. We are rapidly
moving
beyond mere customer satisfaction to creating
indelible memories.
The most successful companies today have learned how to help
customers
become
what they want to be. They accomplish this by linking the service or
solution to the
customer's dreams or lifestyle,
by telling stories and
entertaining and by promoting the dream
along with the product. Harley
Davidson provides a link to the rebel lifestyle.
Starbucks
provides
more than coffee, they provide a place where customers come for refuge.
Guinness provides
more than beer, they provide
a community where
people come together
to share stories. Companies will
need to hire creative
talent capable of: 1) designing memorable,
aesthetic images 2) writing
memorable tag lines 3) writing
entertaining sales scripts or stories
and
4) developing
branding
themes that
fulfill their customer's fantasies or dreams. Creative talent often comes
from the following
backgrounds:
|
|
Writers Find your creative talent in people who can evoke the language of dreams. Look for prior accomplishments as poets, lyricists, novelists, script writers, technical writers, caption writers, copy writers, directors, editors, columnists, travel writers, directors and producers. |
|
Artists Find your creative workforce in people who have developed their visual imagery talents. Look for prior accomplishments as painters, sculptors, illustrators, sketch artists, makeup artists, models, web designers, desktop publishers graphic designers, cartoonists, and multi-media animators and producers. |
|
Musicians Find your creative employees in people who have developed their musical talents. Look for prior accomplishments as music arrangers, composers, directors, singers, instrumentalists, producers, and music video directors. |
|
Theater, Actresses and Actors Find your creative specialists in people who have developed their talents for drama and performing arts. Look for prior accomplishments in film and video editing, theatre directors, dancers, producers, choreographers and talent agents. |
|
|
Inventors and Entrepreneurs Find your creative talent in people who have a history of inventions, patents, scientific discoveries, breakthroughs and other innovations. |
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