Sunday, July 29, 2012

Moving towards Consumer Orgasm

David Ogilvy has famously said, "The consumer is not a moron, she is your wife". Like all wives, the consumer has never been happy and has been on a look out for something more ;-)

This has been a puzzling aspect for marketers and researchers in the last few decades. Marketers like diligent husbands have been trying to solve this puzzle and just when it seems like they've cracked it, it becomes more complicated.

How to make your consumer happy?

I heard a talk by Harish Bijoor earlier this year where he talked about how marketers tried to cross existing paradigms in their endeavor to make the consumer happy.

Marketers earlier came with idea of Customer Satisfaction. And when the customer was no longer happy with customer satisfaction, marketers invented Customer Delight.

When consumers started getting happy with customer delight, they wanted something more. Now marketers are planning on Customer Ecstasy

In future the day is not far when Ecstasy would be enough. They would want something more. Marketers would have no choice but to generate Consumer Orgasm.