Do I sound obsessed with the words ‘customer’ and ‘me’? None but my mentor is to blame! 😉 In one of our conversation about social media he brought up ‘CustoMEr’…No, it’s not a typo but customer with a capital ME. Sounds geeky, does it? As you proceed reading this blog, I am sure you would find out there’s no differentio-integral calculus or any rocket-science here. It’s all about realizing that ‘There’s a little bit of ME in every customer’s life.’
Let’s get back to where this discussion started- the Social Media. The entire web-space is all about ME! And Social media is so potent because that’s a platform where the ME of every individual gets a dice to voice opinion, to share ideas, caution others of one’s mistake and learn from others’; where an individual is a user-id, a status message, a face behind that ‘green light’; anything but an anonymous member of a herd. Social networks thrive because they give a voice to an id, humane opinion to a silent profile; an identity to an Internet page. Each of this individually and/or combined form the ME I have been referring time and again. My friend-list, my communities, my tweets; it’s all about ME honey! 😉
Social Media is the boldest manifestation of customerization however seeds of custoMErization were planted the day mass production was burnt on a pyre; when a generic and bland black led to a rainbow of customer choice/options. Even Sachetization is a milestone in the journey of custoMErization when manufacturers had to do away with ‘one-size fits all’ approach and break their offerings quantified to varied requirements. Convergence or bundling of products/services as per consumer’s requirement is another illustration of ME taking market dynamics by storm. It has arrived and arrived with a thunder. Now the size of the cake has to be modified as per individual’s bite!
Marketing constitution now draws from major political constitutions in terms of ‘freedom of expression‘. A company’s success is determined not only by sales figure but its ability to engage its customers. It depends on well is a corporate listening to its customers; how well is it catering to the ME of each custoMEr. This ME factor is now embedded intricately with any customer. In short you can take the customer out of ME but you cannot take the ME out of custoMEr. So Happy CustoMErization people! 🙂
~ Moupiya Niyogi
Batch of 2012
MBA, DoMS IIT Madras