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Responding to the requirements of the Consumer Protection Act (AEIOU – getting the Core right):
How does a business respond to the new significantly expanded requirements placed on marketing, sales and customer services under the Consumer Protection Act??
Traditionally sales and marketing has been dominated by what I call a “tell and sell” approach – in other words we have a product or service that we seek to actively tell the market about and then sell to the market. The focus of marketing activities has been based on an unintentional “marginally” adversarial model – an “us” (the business) versus “them” (the customer). I say “marginally” because this has never been the intention – it is simply the result of standard business practice.
Sure there have been a huge range of initiatives and models that are “customer focussed”, “consumer centric” and focus on the “needs of the consumer” and the “relationship” business has with their customers – and many of these have been valid and successful.
Now however more is required (required by law – not just by good business practice)!
The Consumer Protection Act requires all businesses to go way beyond a “tell and sell” marketing model – in fact a completely new way of thinking and operating is required.
A new approach summed up in the following framework can ensure that a business is more closely aligned with the requirements of the Consumer Protection Act (in both spirit and letter).
The following steps are part of this overall framework:
We call this the AEIOU model – focusing on the core issues, like vowels are the core elements in many languages…
In all likelihood every business is doing some of this, to some extent. To succeed in the new Consumer Protected environment however all businesses are going to need to increase their skills in all these areas…
How can I start?