Saatchi & Saatchi is a large worldwide marketing firm claiming their companies success is based on two principles: innovation and knowing what the customer wants. You might know some of their clients such as Procter & Gamble, Visa and Toyota.
By following these principles they have been able to create a new concept called Lovemarks. It symbolizes the relationship between a company and its customers. The theory consists of two components: love & respect. Without love or respect a brand will never be able to become a Lovemark. The company describes the impact of a Lovemark as following:
“Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go. (Saatchi & Saatchi)”
Building a Lovemark
The concept of Lovemarks is quite understandable, but becoming one can be complicated. Saatchi & Saatchi: “Every company should strive towards becoming a Lovemark. We try our hardest every day to work towards the best possible relationship with our customers”.
One of the ways we try to do this is figuring out whether and why our customers are satisfied with the services and products we offer. We conduct a research every year to measure our customers satisfaction. The results show that over 90% is very satisfied with our services! We also receive high scores on quality, reliability, sympathy and customer orientation.
Another way we use to try to become a Lovemark is by using ‘consultative selling’. This concept means advising customers and delivering individual solutions. It opposes the theory of purely aiming for sales and profits. To realize this we have motivated our employees to take the time to talk to customers and find solutions for problems our customer might be dealing with. This is what one of our employees said during an interview:
“What makes DKV special is that we take the time to talk to all of our customers, people are often surprised that we are so easy to reach and willing to answer every type of question. Almost everyone here can speak multiple languages, because of this we are capable of talking to our customers in their own language.”
How does your company try to achieve this ultimate relationship with its customers? We would like to know why your customers love your company, and where you would place DKV on the love and respect axles. If you send in your story we will use it for a future blog-entry, so please let us know!
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