A recent article published by Wharton Business School makes a strong case for a simple but compelling notion: Great brands, such as Google, Apple, Facebook, and Amazon -- "the GAFA four" -- are those that "feel as essential as the air we breathe." The article goes on to state:
"The GAFA four are outstanding in the intimacy that they create with their customers. They make a strong effort to understand the unique characteristics and preferences of each customer and use the insights that they gain to serve the customer better. Further, they see each customer as a complete personality with needs around different facets such as work, play, socializing and self. They serve these needs wholly — and this, in turn, encourages more sharing and openness from their customers.
"In short, these four companies are building a long-term, holistic and generous relationship with their customers. It’s almost as if they love us..."
The experts at Wharton ask the question: “What does it take to love our customers and be loved in return?”
Their answer "Serve your customers the way they want to be served. Fulfill their needs not just for products and services, but also for connection, community, participation, recognition and fulfillment."
It may be a tall order for some marketers -- but it's one of the real reasons the GAFA four have achieved unprecedented success.
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