6 Brands Great at Balancing Customer Wants and Needs

A customer experience related start-up asked me this week for some ideas on how to best balance both customer wants and needs at the same time. This question really got me thinking, since it isn’t really straight forward or all that simple to nail down. I find using real life examples helps me to learn more quickly so I decided to take a deep dive into a few companies which we’re all familiar with to assess what they do right. There's some takeaways for smaller, start-ups to take and incorporate into their own guiding principles.

All of these brands are known for effectively balancing the wants and needs of their customers, helping them achieve loyal fan bases. They all use various effective strategies, which sets them apart from the competition. There seems to be some commonalities amongst them. 

Here are six brand examples and the strategies they use to build and sustain customer loyalty:

1. Apple

• Quality and Innovation: Apple consistently delivers high-quality, innovative products that meet both the functional needs and aesthetic desires of their customers. They’re known for their great user experience which makes their products easy to use for all demographics. Apple strives to ensure their UX is intuitive for anyone from a young child to a grandparent.

• Customer Experience: They offer exceptional customer service including warm welcomes in-store, quick solutions, warranties, Genius Bars (reservations for support), and multi-channel communication options (email, chat, social media and good old fashioned phone support). 

• Emotional Connection: Apple uses compelling storytelling and marketing to connect emotionally with their audience, always highlighting their brand values. As someone who has taken various courses in marketing, Apple is always used as an example of how to do branding and marketing right. Their "1984" commercial introducing the Macintosh personal computer is iconic.

2. Nike

• Customer Engagement: Nike engages customers through interactive and personalized experiences, such as the Nike+ app and custom product options such as shoes and team uniforms.

• Brand Community: They build a strong community around their brand with events, social media engagement, and influencer partnerships notably Lebron James, Cristiano Ronaldo, Serena Williams, and Caitlin Clark, to name a few.

• Purpose-Driven Marketing: Nike's campaigns often tackle social issues, some of them controversial, which deeply resonates with their customers' values, strengthening loyalty. YouTube the Nike ad with Tiger Woods entitled “Never” for a heart felt example of an athlete who has been no stranger to controversy over the years.

3. Starbucks

• Personalization: Starbucks offers personalized rewards and experiences through their loyalty program, My Starbucks Rewards. A customer can receive a free drink on their birthday, for example. Even if your name is not spelled correctly each time, you can bet it will be written on your order.

• Customer Feedback: They actively seek and act on customer feedback to improve products and services. Did a new much anticipated drink flop? Leave it to Starbucks to admit it and remove it from the menu completely. They’re open and persistent enough to continue trying something else in the near future.

• Consistent Quality: Starbucks maintains consistent quality and a welcoming atmosphere across all locations, ensuring a reliable experience. Even if you order the same drink in Starbucks India, Taiwan, Canada, or the US, you can expect the same, consistent flavor. 

4. Amazon

• Customer-Centric Approach: Amazon prioritizes customer convenience with lightning fast delivery, hassle-free returns, and a vast selection of products at various price points. They’re constantly asking for feedback and will make the effort to make things right. 

• Data-Driven Personalization: They use data analytics to provide personalized product recommendations to enhance the shopping experience. Shopping for a new summer dress? Amazon will work to display options which you may be interested in purchasing. At the very least, they’ll give you some ideas based on designs related to your search history.

• Exceptional Service: Amazon's commitment to excellent customer service helps build trust and loyalty. I’ve purchased items that did not work out, only to be offered to keep them for free! Ordering groceries to be delivered within a couple of hours? Amazon Fresh fulfills that need.

5. Zappos

• Customer Service: Zappos is renowned for its outstanding customer service, often going above and beyond to exceed customer expectations. It’s no wonder Amazon acquired them several years ago since they align customer experience-wise. 

• Company Culture: They foster a company culture focused on customer happiness and employee satisfaction, which translates into better customer interactions. This win-win strategy ensures loyalty on all fronts and the increased profits which naturally come along with it.

• Free Shipping and Returns: Zappos offers free shipping and returns, making shopping convenient and risk-free. Please refer to my Zappos shoe return story from a previous blog post. I returned so many pairs of shoes in a short amount of time that I was certain I’d be banned at some point.

6. Patagonia

• Sustainability and Ethics: Patagonia is committed to environmental sustainability and ethical practices, aligning with their customers' most key values. As they say “earth is our only shareholder.” They also offer a free repair service on most items, with the customer covering shipping fees only. 

• Product Quality: They produce high-quality, durable products that meet the needs of outdoor enthusiasts. This differentiates them from the plethora of cheaply made, fast fashion goods that have taken precedence over the years. 

• Brand Loyalty: Patagonia engages in advocacy, donations, and activism that resonates with their customer base, building a community of loyal fans. You’ll also find a large selection of various films and podcasts on their website as part of their storytelling section. 

These six companies succeed by delivering outstanding customer experiences, cultivating strong emotional connections, and by providing high quality products and services. 

I’d love to hear about the experiences you’ve had with any of these companies, and how they made you feel! Even the interactions which may not have been so positive.