Each Person-Each Customer
“Micro trends matter more than macro ones, but most of all, people matter. Individual human beings with names and wants and interests”. – Seth Godin
In the 60’s, business focused less on the individual and more on the larger market….or so it seemed at the Michigan School of Business. So marketing was more at the macro (larger) level than to the individual.
It was easy to forget that it was each individal….each customer that created growth/sales. The understanding of clearly defining your customer wasn’t fully developed. Pepper/Rodgers did eventually do that in their 1 to 1 Marketing research – each customer important and customers for a lifetime.
There are signs today of the importance of each customer….in particular at Home Depot and Lowe’s (ask an associate for a specific item and they will take you to the correct aisle and product location – not all but most do that).
Though many businesses are still mass market – those that focus on each customer….see the positive results