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A person’s core values and beliefs system exist in the subconscious
mind. What the outside world sees and hears is the behaviour that stems
from this.
Gaining real understanding and knowledge of your customers at this
level gives clarity and direction to any organisation’s decision-making
process e.g.
- what makes a customer a brand advocate …. or not?
- what would need to happen or need to be communicated to bring
about a change in attitude or behaviour e.g. to increase sales?
- what is the most effective way of communicating the brand/product/service
in terms of look, feel, language that connects with current and potential
customers e.g. improve ROI?
- how well are an organisation’s values and beliefs being
conveyed? What messages are customers picking up from staff, from
communications and are they a match or mismatch?
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