Back in 1965 The Rolling Stones unleashed (I Can’t Get No) Satisfaction, a protest against conformity, including the conformity demanded by the powerful mass marketing forces of the time:
“When I’m watchin’ my TV
And a man comes on to tell me
How white my shirts can be
But he can’t be a man ’cause he doesn’t smoke
The same cigarettes as me”[i]
In the same year a business growth model was published that expressed and promoted that very conformity. Igor Ansoff’s famous Matrix synthesized everything down to just Products and Markets, resulting in four possible business growth strategies[ii]:
Market Penetration = Existing Product in Existing Market
Market Development = Existing Product in New Market
Product Development = New Product in Existing Market
Diversification = New Product in New Market
Now, things are very different. Today, (I Can’t Get No) Satisfaction has far greater relevance than Ansoff’s Matrix. A bullying insistence on conformity to a rigid inside-out-focused marketing approach no longer cuts it. This is a time when individual Customers (many of them alienated, like Messrs Jagger and Richards, by the producer-controlled mass marketing machine) have been gifted power. Each individual Customer matters now – their values, their wants, their needs, their goals and expectations.
What’s more, traditional Customer Satisfaction measures are proving to be, at best, poor predictors of future Customer behaviour. Even if a customer does get some satisfaction, it’s no guarantee of continuing business. So how to unravel this apparent paradox? Goodwill – the new domain that enables businesses to understand, reach out and manage co-creative customer encounters.
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[i] (I Can’t Get No) Satisfaction, Mick Jagger and Keith Richards (1965)
[ii] Corporate Strategy, H Igor Ansoff (1965)