LeaderShip Edge

January 2008 :: Are You Authentic?

“Fake. Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of those words to describe what you sell or how you sell it?”

James Gilmore + Joseph Pine II from their book “What Consumers Really Want: Authenticity."

Your Marketing Department is preparing its next advertising push.

Just like last time, your company will join 5,000 other advertisers bombarding the average person with TV, billboard, internet and other ads on a daily basis. Millions of dollars are spent on new ads. You secure the best and most expensive space to advertise.

The ads make claims … claims about cost, availability, quality, convenience. The list goes on and on.

It’s like we don’t realise customers can read through it instantly. They see right through the figures and the claims. They know what you’re offering is fake. There’s no hiding it.

The fact is too many companies sell “fake” products. Companies make standard claims about their products, just because everyone else is making those claims.

The problem is customer identity is not always part of the marketing process. It’s easy to make claims about customer service and quality. But the question remains, are these qualities engrained in your product?

The outcome is that consumers leave with a bad taste in their mouth. They can feel that a product is “fake”, they see that your efforts are disingenuous or that you’re a copy-cat.

The solution is customer self-identity and the brand experience must meet. The customer must come out of your product experience feeling that it means something to them and that they mean something to your company.

You are “Fake”

Let’s start with this… All your product offerings are “fake”. That’s business. Business is “fake”.

The point of this book is that you must render your services authentic.

U.S. retailer Nordstrom operates over 100 stores in the country. They sell shoes, clothing and some jewellery. Their products are relatively simple, basic and definitely not anything new. Their products are high-quality and they charge premium prices.

But that’s not what makes them authentic. That’s not why people cough up extra cash for their products.

Nordstrom has a legendary reputation for customer service.

A person once returned tires to their store and the company gave the customer a full refund in spite of the fact Nordstrom never sold tires. Another customer wanted a pair of pants that wasn’t offered in the right size. A customer service representative went to a rival store across the street and purchased the same pants and resold it to the customer.

Whether these are the stories of folklore, or you’ve experienced this service first-hand, Nordstrom gives a feeling of authenticity.

Their customer service claim isn’t just hot hair. You’re willing to keep paying for it.

Authentic and Efficient

Most companies can’t tell the difference.

You’re on the phone. The fake voicemail operator gathers your information, categorizes your call and ensures that you have the right information ready when you need it. Then he/she places you into a queue.

“Your call is important to us…”

In a way these systems are great. They are an example of operational efficiency. Customers are categorized and directed to appropriate individuals. The system wastes no time in collecting information and explaining processes on hold before you speak to a live agent. It’s multitasking at its best.

There’s nothing human about it and it doesn’t reflect a customer’s self identity. Unless they are a robot…

That’s being efficient.

But it won’t make your customers cough out more money for your product. That’s why authenticity is important for your company. A customer will see themselves in an authentic product. They will pay more, and will remain loyal to a company they perceive as authentic.

And that’s the key to authenticity. It’s not really measurable. It’s about perception and more specifically the way your customers perceive you.

Who wants “Authenticity” anyway?

Most business managers don’t have a clue why something is authentic.

Why do you stop by the local Starbucks instead of drinking the basic and usually free office coffee?

Why is it that the average American eats out of home 4 times a week?

Authenticity is about human interaction, it’s about customizing the product to your needs and having it reflect what you stand for. Customers are always on the lookout to make sure you’re backing your product claims.

In Our Opinion

The Beacon Group’s Keys to being an authentic company

We suggest three key points to begin working on authenticity.

Tell your story: You can make all the claims you want on TV or in other ads. What matters are real stories. Make your employees believe in your story and heritage. Give them anecdotes they can share with friends and co-workers that exemplify the authenticity of their company. Build a folklore around your corporate culture and watch employees put it into practice when delivering the product.

Memorable experiences: Get your team to focus on memorable product experiences. Encourage employees to take customer problems and resolve them in a creative fashion. Focus on one or two organizational objectives (i.e. such as customer service) and encourage employees to go out of their way to satisfy these goals. Every company needs to own a word in the minds of consumers.

Your customer: Think creatively about your consumer. How will they connect with your product? How can they customize the experience? How is it a reflection of their values? Make this thought process a standard component of your corporate culture.